Indigenous Tourism of Canada (ITAC) – Destination Original Indigenous Tourism Logo

The Engagement Party was selected by the internal committee of this project due to our portfolio of modern interpretations of cultural touchpoints. The project was managed by a lean team to ensure the project would remain, at it’s heart, uncomplicated and free of too much over analysis.

The project included teams from across the globe – Canada, United States, and New Zealand. The creative brief focused on two core elements of water and Mother Earth / Earth mother. These two elements were considered as bridges shared by all Indigenous Peoples and would provide the impetus of the visual communications required for this logo.

The finalized iconography show cases the earth as the central part – the heart of the logo. The surrounding lines allude to the interweaving of Indigenous cultures while also abstractedly to the radiating outwards of the sun and the inverse of focusing inwards as promoting coming together. The lines are also shown in different thicknesses revealing a water drop motif that is central to all life on our planet.

This project was launched with much fanfare in 2024 and is on track to be expanded upon in the coming future.

Justin Kingsley – Creative Direction
Paul Labonté – Art Direction
Tim Neal – Design