In September 2007 Fly Fishing & Fly Tying editor Mark Bowler asked me to come up with a new logo and cover approach. No other magazine has such a deep understanding of fly tying so we decided to promote the craft more on the cover. The logo is a completely new design that reflects the subject matter in its typographic detailing. The magazine is aimed at highly skilled anglers who fish in the summer and tie flys in the winter. The new look is bookish and thoughtful, in keeping with the magazine's writing. | 
