Works in progress?

A few weeks ago I posted an entry in which the new Ross Reels logo was discussed. I’m not here to dredge that up again, I promise.

But it’s the time of year when new products are being launched and images rebranded. When I saw the logo for the brand new Sage the One rod I couldn’t help but draw comparisons to the new Ross logo.  You don’t have to be a logo designer, though I happen to be one, to note the similarities. See for yourself:




I like Sage, and I like Ross. I have several Sage rods, and several Ross reels. I’m not going to say whether I like or dislike either logo, but I just wanted to point out that they’re each missing something. I’m sure the same designer didn’t do both logos, and I am quite sure the folks at Sage had no idea what the folks at Ross were planning and vice versa, which makes the similarities all the more uncanny.

Even though the Unaccomplished Angler was given a new logo this past year, I’m beginning to wonder if maybe I shouldn’t rethink the design. Maybe the Unaccomplished Angler is missing something, or maybe it’s not and should be?


  1. The River Damsel

    Let’s give this some serious thought…no, your design doesn’t need to be more bold. I get the meaning…haha.

    • Kirk Werner

      You are one sharp cookie, Emily!

  2. cofisher

    I’m not an expert on much of anything, so I won’t comment on either Ross, Sage or UA. I’m just here to pump up your stats…

    • Kirk Werner

      And I appreciate that, Howard. I’ll take what I can get.

  3. Owl Jones

    Frankly, the Ross logo looks like a broken chair. Worn out. Broken. Busted. Which is funny considering the fact that they just sold out to 3M not long ago. Is someone at 3M deciding that Ross needs new …everything? Do they even know anything about reels? Is this another case of a huge corporate takeover ruining a good thing? Only time will tell.

    The new Sage logo is incredibly crappy, too. What is that, a beehive? geesh. what next? Winston uses a sci-fi looking headless camel? The good money someone was paid for these pathetic logos. hmmpf.

    • Kirk Werner

      I think the logos are trying to be too modern. Sometimes when you try to hard at something, it fails. I wish they’d have paid me thousands of dollars to design their logos. They may not be better in the eyes of some people, but I’d have at least finished the strokes of the letters. Maybe it was budget cuts and there wasn’t enough money left to finish the designs?

    • Mark

      I don’t think 3M doesn’t know rods, or reels, or lines, or fly fishing – Ross isn’t their first fly oriented company – remember that Scientific Anglers is a 3M company too. SA has had some top notch reels themselves, and their rods are great upper-entry level rods. SA makes arguably the best fly lies on the market also – at least I’ve never fished with a consistently better line brand.

      3M’s marketing division seems run by stoopids though. When you have an already successful company that makes rods/reels/lines – and you buy another reel maker – what’s the point in expanding them beyond what they’re GOOD at? Just seems stupid.

      And the guy who commissioned the new logo needs to, as Col. Cooper would say, go out and come back in again. (Or maybe he just needs to go out and have someone else come in in his place.)

      Kirk – your logo is one of the bestest blogger logos on my blog roll – and way better than the new Sage One or the Ross logo.

      • Kirk Werner

        Thanks for the good word re: the UA logo. I think it’s effective and appropriate. If only Sage and Ross would have consulted with me on their new logo designs, eh? 🙂

  4. Rebecca

    They should have let you design their logos.

    I for one know you would have at least made it somewhat ‘fishy’ and something fishy people would recognize or maybe even relate too…Those two logos do nadda for me…

    And I think your current logo is perfect =)

  5. Rifflewader

    I have to agree with Owl. Fishing doesn’t need new and improved logos, it need timeless products in this “throw everything away that’s broke because it’s cheeper to replace” society. Timeless logos say “even though you paid a gazillion dollars on that rod and reel you’ll be able to will it to you great grandchildren”. Just my two cents.

    • Kirk Werner

      I think everyone in the fly fishing industry is just trying to do something to help business. In a tough industry in a tough economy, doing something is better than doing nothing. Maybe. At least it got folks talking…

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