Leticia Spence says she’s disappointed when designers resort to using general symbols or motifs, like a feather or a circle with four points, to represent Indigenous cultures.
Which is why Spence, a Graphic Design student at Red River College, wanted to take a more authentic approach when collaborating with True North Sports + Entertainment (TNSE) on versions of the Winnipeg Jets and Manitoba Moose logos to celebrate Indigenous culture.
She made a point of doing research, reviewing artifacts, learning from modern Indigenous artists and asking members of her own family and community, Pimicikamak First Nation, for help when she started the design process.
The logos are being used to promote two special hockey games: the Winnipeg Jets WASAC (Winnipeg Aboriginal Sport Achievement Centre) Night on Sat., Feb. 16, and the Manitoba Moose Follow Your Dreams Day on Sun., Feb. 17.
“Each tribe has a visual language to express their views of the world,” says Spence. “I wanted to show that we’re united by including motifs, symbols and patterns from many different Indigenous cultures and tribes in the logos.”
Josh Dudych, creative director for TNSE, says Spence helped them create a fully branded program with WASAC, including they weren’t sure what to do for the theme nights in partnership with WASAC, but in working with Spence, were able to create a full branding program that would get fans excited and show their respect for Indigenous culture.
“Through Leticia’s expertise we gained a much better understanding of how nuanced Indigenous art is, and how we can use it to celebrate Indigenous communities and engage with them,” says Dudych.
Spence came up with the concepts and designed the initial drafts, then worked with TNSE’s design team in their offices to complete the project.
“The majority of their team are RRC grads, so it was nice to be able to get advice for my future going forward,” she says. Read More →