A Brand Statement

Since the beginning, tackle manufacture DAM has used its red and black logo to deliver a recognised brand familiar to anglers all over Europe. Its latest development will be the introduction of camouflaged clothing into its range of apparel.

In a modern world where thousands of impressions are made each day from many different brands, there are some things which are critical when working with branding.

Of course, a brand is much more than a logo, a brand is how a company is perceived overall. However, a brand does need to deliver a clear message of quality and trust towards the products and of course the manufacturer has to comply with this perception. This is what creates and helps to retain loyal customers. A clear and concise message will motivate the angler to keep buying DAM products and the company will always keep its promise of high-quality angling items.

DAM’s logo recently underwent a makeover, which very precisely communicates the modern and innovative brand it is today. The historic red and black colours have been used, so anglers will still recognise and identify with the true colours of DAM and also its font have been kept almost the same way, albeit with a modern twist.


The new CamoVision concept is a brilliant example of old recognition re-invigorated with some modern innovation. Firstly DAM has created a camouflage pattern that blended in well with the dark colours of the DAM logo. This CamoVision pattern repeats itself through the whole line and to keep a high value of recognition, DAM has discreetly added the red DAM colours in every product, so the whole line will have a common theme. It is easily recognised from a distance that it is a CamoVision product from DAM, which is exactly the reasoning behind its concept. It’s all about connecting a look with a highly perceived brand.

So is it good?

The CamoVision jacket and trousers are the flagship of the concept. The waterproofs have, been constructed with a mix of two-layer durable 320D polyester and 320D Nylon Taslon fabric which neatly conceals an 8,000mm membrane underneath. Constructed with taped seams it certainly raises the bar for a very functional set of angling apparel. Key areas such as the knees and elbows have been reinforced so anglers will gain longevity from the product. By having durable, functional and comfortable clothing, anglers will match this quality to the brand, therefore ensuring in their minds that DAM is still a premium brand.

For information head over to the DAM website www.dam.de


Author: John Hunter

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