Inviting Indigenous tourism

with Indigenous Tourism Ontario

What we did

  • Branding
  • Website Design
  • Illustration
  • Digital media
  • Branding
  • Website Design
  • Illustration
  • Digital media
VISIT THEIR WEBSITE

What they needed

The Indigenous Tourism Ontario all seasons logo. The logo itself features a mixture of the illustrations present in the seasonal logos, in a gradient from green to orange, pink, purple, then blue. Below the ITO logo reads "Indigenous Tourism Ontario"

About the logo

ITO’s brand is made up of various pieces. Cultural items such as a wampum belt, a pipe, a staff and moccasins tell a story of our people while natural elements such as medicines, berries and animal prints paint a picture of what can be experienced when visiting our various destinations. Each individual item serves as a way to teach and share stories about the images found in the logos and how they relate to Indigenous tourism experiences in Ontario.

The front and back covers of the ITO brand guide. The front cover is titled Brand Guide and features the ITO logo in a diagonal pattern across the front. The back cover features several illustrations that are included in the logos with a deep purple overlay.
An internal spread of the ITO brand guide. The spread features ITO's brand story and chosen fonts.
An internal spread of the ITO brand guide. The spread features the Fall and Winter branding versions of the Indigenous Tourism Ontario logo, including the colours used in individual and gradient form with the corresponding RGB, CMYK, and Hex code forms.
An illustration of an indigenous feather fan in green and yellow, with tassels coming from the bottom of the fan.

How we helped

We hand-crafted a series of four logos, with colours that can shift with the seasons. Each element of this brand tells a story. Cultural symbols like a wampum belt, a pipe, and a staff paint a picture of our people. Natural elements such as medicines, berries, and animal prints give a taste of what visitors can experience here. Together, the items form a unified whole, which reflects the vibrancy and diversity of Indigenous tourism.

An iMac mockup of the ITO website. The site features the "Who we are" section, which features a blurb about ITO, including an "our mission" section.
An iPhone mockup of the ITO website. The site features the "Why become a member?" section, and includes a join today button as well as information on membership.
A colourful spread of illustrations, including braided sweetgrass, fall leaves, a paw print, a medicine bag, and several others. The illustrations start in green on the left, then transition to oranges, purples and blues as though transitioning through the seasons.
An illustration of a snow shoe, done in deep oranges and yellows.

Making a difference

The new brand helps give tourists a warm welcome. The dynamic logos help spark curiosity and conversation about the stories behind each symbol. And the colourful variations are easy to swap out, which keeps things feeling fresh at the start of each new travel season. All in all, the brand flexes beautifully to everywhere they use it, from their website to their merchandise. In fact, their logo won an international design award for its flexibility.

Fall Logo

The fall brand features a bountiful harvest of vegetables like squash and pumpkin, autumn leaves and acorns, and twigs and stones. Cultural items include a talking stick, smudge bowl, and pipe. Featured crafts include a mukluk, beaded hair barrette, and porcupine quill box. 

The ITO Fall logo. The logo reads ITO, composed of many different illustrations to form the letters. The illustrations include a pumpkin, squash, leaves, an acorn, a pinecone, and several others, all in a fall colour palette of deep oranges and yellows.

Winter Logo

The winter brand features drying fish and antlers of moose and deer. Rabbits and bears leave pawprints in the snow. Seasonal crafts include beaded mittens and snowshoes, and the letters are adorned with medicines like sweetgrass and juniper.

The ITO winter logo. The logo reads ITO, composed of many different illustrations to form the letters. The illustrations include a large fish, antlers, snow shoes, snow flakes, and several others, all in a winter colour palette of icy blue, deep blue, and deep purple.

Spring Logo

The spring brand comes to life with sucker fish, minnows, robin eggs, and a star flower, the only flower with seven petals. Other cultural items include tobacco, a medicine bag, beaded moccasins, wampum belt, medicine wheel, and eagle feather.

The Indigenous Tourism Ontario Spring logo. The logo reads ITO, composed of many different illustrations to form the letters. The illustrations include a paw print, moccasins, a fish, flowers, and the medicine wheel among others, all in a spring colour pallete of blue and green.

Summer Logo

The summer brand bursts with varieties of berries along with honey and bannock on a stick. Cultural symbols include a Métis sash, hand drum, arrow, and a hoop and fan for traditional dancing. 

The indigenous tourism ontario summer logo. The logo reads ITO and is composed of several illustrations to form ITO. The illustrations include a turtle shell, an arrow, a hand drum, a bee, and lots of plant life, all in green, yellow, and orange to represent summer.
A colourful spread of illustrations, including a moccasin, hand drum, feather, and assorted plants. The spread starts with green, then fades to orange, pink, purple, and finally blue.

“When I just opened it and saw the logo, I gasped… it’s gorgeous!”

-Leni Brem, Director of Operations, Indigenous Tourism Ontario

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