First Nation designer creates new logo for Maple Leafs’ Indigenous Celebration Game
By Sam Laskaris
LIVELY – Jennifer Taback has worked for an impressive list of clients over the years as a graphic designer.
But Taback, a member of Shawanaga First Nation, believes one of her latest creations is the career highlight for her thus far.
Taback is the co-CEO of Design de Plume, a Sudbury-based company that has been operating for the past 15 years.
Taback is thrilled her latest contract was with the National Hockey League’s Toronto Maple Leafs. She designed the logo, which was utilized during the team’s Indigenous Heritage Game, which was held Jan. 11.
Taback said the creator team for Maple Leaf Sports & Entertainment (MLSE), a company that owns six sports franchises including the Maple Leafs, contacted her a few months ago as they were following her work on Instagram.
She was thrilled to be asked to design a logo for the Leafs, who have staged an Indigenous heritage celebration game for three years now.
“I was really, really excited,” said Taback, who lives in Lively, Ont., located about 15 kilometres west of downtown Sudbury. “I was humbled. And I think I was just hopeful and optimistic to show that their commitment to reconciliation and pursuing these opportunities in that space. Not all the teams are doing that. Not all the franchises are doing that.”
Taback said she had a great starting point with the Leafs’ logo, which is predominantly blue and is indicative of the vast amounts of water in Northern Ontario.
She added a couple of other elements to her logo, cedar and sweetgrass, two of the medicines for the Anishinaabe that grow in her family’s yard.
“And sweetgrass is kind of mind, body, and spirit coming together to make you stronger,” she said. “So, little elements like that were implemented for teamwork in sports and just the work that I do on a regular basis as an Indigenous entrepreneur.”
Taback attended the Leafs’ Indigenous Heritage Game. The hosts were blanked 3-0 by the visiting Vancouver Canucks.
Taback said she was pleased with the reception that her logo received.
“It was really exciting at the game and in the social media just to see the positivity,” she said.
Taback remains hopeful that she will be able to do some further work with MLSE and the Maple Leafs.
“I’m very hopeful,” she said. “I feel these opportunities come very quickly and unexpectedly. I have experience with this so I can know how it can be overwhelming if this was your first foray into it. But we’re hopeful for more work and just excited to see where they take this next year if they do.”
Taback added she is thrilled that various sports organizations are staging Indigenous celebration contests. And she’s also excited that those clubs are bringing Indigenous designers on board to help create some knew appropriately-themed logos.
“It’s been great to kind of bring Indigenous perspectives, history and cultural stuff into the sports space,” she said.
Taback had previously done some work with the Canadian Football League. And she helped out the CBC with an Indigenous-themed project for the 2024 Paris Olympics. Plus, she did some work on a VR game, which was showcased at the 2023 North American Indigenous Games, that were primarily held in Halifax.