ANGLING ACTIVE.

Angling Active is a family-run, father and son, retail business set up in 1999 that sells fishing tackle and outdoor equipment. The team, made up of keen anglers and outdoor enthusiasts, offer customers advice on angling, including sport, pleasure and competition fishing – whether on their website or in store. Their store at the Stirling Agricultural Centre has grown to be one of the largest fishing stores in Scotland, providing a tackle destination for anglers across the country.

As Angling Active continues to grow, ahead of launching their second store, they approached Firefly to redesign their logo. The design had to be simple enough to be embroidered onto staff clothing, yet bold enough to stand out on store signage and the website.

After thoroughly researching the market, we created an impactful yet simple typographic solution. Maintaining a link back to their original logo, we used a circular icon to house the letter ‘A’, which was adapted to create a fish tail icon. The icon, paired with the bold capitalised typography, offers differentiation from their competitors.