Here’s how the logo for Taimani started: I knew I wanted a circular logo, because for me, my empowerment journey began when I found hoop dancing. I also wanted something that represented storytelling, because Taimani is the word our Elders say right before telling an epic story, myth, or legend.
But the Inuvialuit are not written storytellers—we are oral storytellers. For a long time, our language was passed down entirely through oral tradition. So I knew a logo with a pen or a storybook wouldn’t work. Then, I saw my Dad’s logo on a mug he made years ago, and I started thinking of animals that could represent storytelling.
As many of you may know, the wolf represents community. And I thought to myself—what happens when we bring community together? We inherently tell stories. As a dog owner, I have learned a lot about why huskies and wolves howl. One thing I’ve learned is that dogs and wolves howl for a couple different reasons, one, in celebration, and two to bring the pack back together when a lone wolf has strayed! It’s a way for them to reunite and reconnect. So to me, the howling wolf represents bringing the community together.
I originally had the wolf in front of a full moon to represent that full, feminine, powerful moon energy. As we continued developing it, my Dad mentioned something he liked about it—the moon is the light in the sky during the darkest months of the year. In the North, we would tell stories and celebrate during those long, cold months. My great-grandfather said it was his favourite time of year, because it was a time to rejoice. That was when we played Arctic games, celebrated, and told stories for months in the big igloo, as he shared in his book.
I think it’s a beautiful metaphor for how we, as Indigenous people, faced the coldest and darkest times in the North—we came together and celebrated. That’s so important to me, it reflects my goal with Taimani: to bring people together and help guide them to their highest potential—like the moon lights up the night sky— and to embrace feminine energy.
To me, the wolf also looks like a wave, which obviously represents making waves and moving forward.
Here are some pictures of the first drawings I made of the logo. Honestly, it hasn’t changed much, we have tried to come up with other versions but for some reason from the beginning my heart was set on this design.
It was truly inspired by my Dad’s Ice Walker logo, and it was important to me to have him be part of this. My Mom too!
With the logo, I got my Dad to help digitize the piece I drew. Then with the catchphrase—and with Taimani meaning “once upon a time” or “in that time”—I asked my Mom to help me write the typography, to bring in her feminine, powerful, motherly energy to the project. So here are some of those first pictures of her handwriting she shared with me. Then, I got Sarah to digitize the typography from there.
After working with one of my best friends Britanny for a while on the typography, we decided to collaborated with Sarah to finalize the vision, which took us a while to get just right. But I knew how important it was for me to be excited about the typography because in my mind it really captures the essence of the whole brand.
Sarah had the amazing idea to round out the edges of the font to match the curves in the logo. She also made an adjustment to the T and gave me two different options. I loved both—one was more popular among friends and family—but I went with the slanted T because to me, it feels like it’s moving with the logo, like it’s moving forward. And to me, that represents reconciliation, and my commitment to uplifting and educating our nation to work towards a more unified future with more cultural and historical understanding.
My Dad, a 13-year residential school survivor, has always taught me how important it is to move forward—and to forgive. I really wanted that message reflected in the logo and typography. So it took some time but I’m so grateful for everyone who helped me get to where we are now! The best things take time and patience.