Design de Plume Co-CEO Jennifer Taback had the honour of designing an Indigenous-inspired logo for the Toronto Maple Leafs Indigenous Celebration Game, which took place on Saturday, January 11th, 2025.
The logo draws from Jennifer’s heritage as an Anishinaabe-kwe from Shawanaga First Nation, incorporating elements that reflect her community, personal experiences, and the stories she holds dear.
The reimagined logo features a unique shade of blue that symbolizes Ontario’s Georgian Bay, a place of deep personal significance for Jennifer. The beaded Maple Leaf at the center is framed by o’demiin (strawberries), which represent love and a strong heart.
“As an Anishinaabe-kwe from Shawanaga First Nation, I’m passionate about using design and art to showcase our cultural stories,” Jennifer explains. “Our artistic traditions emphasize line work and meaningful symbols, so it was a fascinating challenge to blend these traditional elements with Western design influences.”
In addition to the logo, Jennifer and DDP designer Ashley Wadge worked together to redesign the numbers on the back of the Maple Leafs jerseys. Each number incorporates symbols from the logo, creating distinct combinations across the team’s jerseys. For example, 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 own 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 play together 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,” says Ashley.
The jerseys and other items featuring Jennifer’s design were available for auction on the Real Sports Auction website, offering fans a unique opportunity to own a piece of this meaningful collaboration. All net proceeds from the auction 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 MLSE Foundation.
Thank you and miigwetch to the Toronto Maple Leafs for trusting us with this important work.
For media inquiries or interviews
Contact: Jennifer Taback, Co-CEO
Email: [email protected]
