The Goal:
To create a logo that members of the INDIGENOUS METIS INUIT BELONGING COUNCIL can connect with while showcasing the roots of Arc’Teryx in the Coast Salish Territories of North Vancouver BC.
Transformation
Depicted is the story of the Raven stealing the sun. Raven’s quest is to bring light to the sky where it will be shared with all peoples. We wanted to have the Raven represented as a connection to the Archaeopteryx in ARC’TERYX’s logo which is a marker in the worlds history of transforming. In many West Coast cultures the Raven also has the ability to transform itself into people and other animals.
Connection
While not traditionally a Coast Salish symbol the medicine wheel is a great depiction of the unity of Indigenous cultures across Canada, and the world. It encompasses many ideas such as the cardinal directions, healing, spirituality, and connection. The logo includes a subtle nod to this iconic indigenous imagery.
West Coast Identity
To incorporate the West Coast into the design we have added a water motif through these drip design elements. This is to symbolize the rolling waves crashing against the coastline.
In this logo the Raven is mid transformation with the sun in its beak. It moves upwards towards the sky with purpose. Not only is the Raven transforming its physical form it is transforming the world to be as we know it today.
