Our brand image contains the drawing of a petroglyph, a familiar sight to anyone who has studied Indigenous cultures across the world. Rock paintings have been widely interpreted as symbolizing prehistoric life and are generally considered to be significant spiritual and cultural representations of ancient humans. Petroglyphs exist across the world and across time so are not indigenous to any single culture. Their universality is what makes them so interesting and serve to remind us that community is everywhere, past and present.
Our petroglyph icon is a simple image of a person with a halo and four dots. The halo represents our own imagination in believing that anything is possible. It is ever present and has no limits in its reach. The four dots represent the four cardinal directions, the four primary colours, the four Nations of the earth, the four sacred plants, the four elements, and the four distinct groups that make up Indigenous people in Canada. There is power in the number four, in Indigenous cultures, and it is an important organizing principle for life everywhere. The line that encircles our petroglyph image represents the world we all share and live within. It is ever present and has no limits in its reach.
Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.