Design de Plume designs Logo and Jersey for Maple Leafs Indigenous Celebration Game
Written by Jennifer Taback RGD and Ashley Wadge Associate RGD, Design de Plume
Context
To celebrate Indigenous culture, the Toronto Maple Leafs hockey team asked Jennifer Taback RGD, Co-CEO of Design de Plume, to reimagine their logo for the Indigenous Celebration Game. Jennifer's design interprets multiple elements inspired by her experience as an Anishinaabe-kwe from Shawanaga First Nation. The logo was displayed on stadium signage and game-day graphics during a game between the Maple Leafs and Vancouver Canucks on Saturday, January 11, 2025.
Methodology
The redesigned logo features a unique shade of blue to symbolize Ontario’s Georgian Bay, which holds deep personal significance for Jennifer. At the centre of the logo is a beaded Maple Leaf framed by o’demiin (strawberries), representing love and a strong heart. The beaded corners of the maple leaf were an inspiration taken from her sister Julia Taback, who is an amazing Indigenous beading artist, and those beads in the logo are a symbol of her sister's artistry and carrying forward of their Indigenous heritage. At the centre is a turtle. At the centre is a turtle, representing her clan and Turtle Island.
“As an Anishinaabe-kwe from Shawanaga First Nation, I’m passionate about using design and art to showcase our cultural stories. Our artistic traditions emphasize line work and meaningful symbols, so it was a fascinating challenge to blend these traditional elements with Western design influences”
Jennifer Taback RGD
Jennifer and Ashley Wadge also collaborated on designing the numbers that were displayed on the back of the Maple Leaf team jerseys. Each number incorporates symbols from the logo, creating distinct combinations. For instance, the numbers 0 and 8 are designed to resemble a turtle shell. Number 0 includes 13 scutes, representing the 13 moons of the lunar calendar, while number 8 features 28 scutes, symbolizing the 28 days of a lunar cycle. Other numbers carry their cultural significance: numbers 1 and 4 represent the feathers of a dreamcatcher, numbers 2 and 5 depict o’demiin (strawberries) growing on a vine, numbers 3 and 7 illustrate cedar branches and numbers 6 and 9 are inspired by braided sweetgrass.
“Translating cultural stories into design elements is all about understanding the meaning behind each symbol and colour being used – their individual significance, but also how they combine to define the culture. The goal is always to honour the heart of the story while designing in a style that feels true to its roots.”
Ashley Wadge
Results
The jerseys and other items featuring the design were auctioned on the Real Sports Auction website, providing fans with a unique opportunity to own a piece of this meaningful collaboration. All net proceeds from the auctions will be donated to the ENAGB Indigenous Youth Agency (Eshkiniigjik Naandwechigegamig – A Place for Healing Our Youth / Aabiish Gaa Binjibaaying – Where Did We Come From?) through the MLSE Foundation.
Credits:
- Creative Lead: Jennifer Taback RGD
- Graphic Designer: Ashley Wadge Associate RGD
- Project Coordinator: Keely Moxam
Ashley Wadge Associate RGD
Design de Plume
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