From the Soča to the New Identity of the Tolmin Angling Club

The Tolmin Angling Club (RD Tolmin) is one of the largest and most recognized angling associations in Slovenia. They manage over 1,400 km of rivers and streams, as well as 25 hectares of still waters, with their greatest pride being the indigenous marble trout (Salmo marmoratus), an endemic species living in the Soča River and its tributaries. The club combines a rich tradition, professional expertise, and a responsible approach to nature conservation, while also playing an important role in the development of fishing tourism that attracts visitors from all over the world to the Soča Valley.

A visual identity is more than just a logo – it is an expression of values, tradition, and the future of an organization. The Tolmin Angling Club, which protects, preserves, and develops one of the richest fishing areas in Europe, needed a new, modern identity that would combine tradition and natural features with a clear, contemporary design language.

The existing visual identity was based on tradition and had long been recognizable, but over time it had lost its freshness and contemporary appeal. The club wanted to preserve continuity with its history while taking a step forward – to create an identity that would be modern, dynamic, and suitable for various media, from official communication to promotional and merchandising applications.

Emporij designed a comprehensive visual identity that strengthens the club’s recognition, supports its communication, and reflects its mission: preserving the marble trout and the rich natural environment of the Soča Valley.

Emporij developed a new visual identity that draws on the traditions of RD Tolmin while refreshing them with modern design elements.

At the heart of the identity is the marble trout, which remains the central symbol of the club. We created a stylized mark with a dynamic trout silhouette, designed in clean, contemporary lines. The primary color chosen was the green of the Soča River, representing the purity and uniqueness of its waters, complemented by a fresh accent green that adds vibrancy and energy to the identity.

The identity was designed to be modular, with the mark adaptable in multiple versions depending on the context of use – from official documents to promotional materials. The visual system was further enhanced with a collection of secondary motifs inspired by nature, rivers, and fish. These motifs serve as visual elements for T-shirts, caps, and other merchandise, supporting both member identity and tourism promotion.

The new identity was created with long-term use in mind, combining elements of tradition with modern flexibility and adaptability.

The new identity has enabled RD Tolmin to present itself with a clear and recognizable presence across all communication channels. The marble trout remains a strong link to tradition, while the contemporary execution creates space for future growth. The color palette combines nature and freshness, while the modular design ensures easy application across digital platforms, print, and merchandise.

With its new identity, the club has gained a powerful tool for brand building and promotion of its activities, both in Slovenia and internationally.