The Wade Rod Co. builds high quality, beautiful fly rods. Owned by Postfly Box, the original monthly fly box subscription, The Wade offers unique custom options for the same rod depending on the species you target. We developed a color coded system that is fish-specific and allows the angler to select a fly rod that matches his or her local fishery. The typeface is hand-drawn and represents the fluidity and movement of rivers and wave-swept shorelines. The symbol is an emblem of a Pelican foot that has been rendered as the letter W for Wade. Pick up a fly rod and hit the water here.