ÚÚJǪ Logo Story
ÚÚJǪ
LOGO STORY
A Symbol of Connection, Heritage, and the Future
The Inspiration and Process
The original Doig River First Nation logo was a rendering of a traditional beaver board (used to process beaver pelts), and served as the foundation for ÚÚJǪ’s logo identity and creation. To honour this legacy, the ÚÚJǪ team, along with elders, council members, and creatives, sought to create a logo that would bridge the traditional and contemporary worlds.
While brainstorming, ideas ranged from moose antlers to bison, but it was ultimately decided that the beaver would remain central, underscoring the identity of the Beaver people.
‘The beaver is who we are,’ said our elders, affirming its place as the heart of the logo.
The Elements and Their Meaning
(Scroll over to learn more about the four components of our logo)
The Sun, Rolling Hills, and Teepees:
Inspired by the original Doig River First Nation logo, the new design incorporates traditional elements that are symbolic of prosperity, and the enduring bond between the land and its people.
The Beaver:
Central to the logo, the beaver represents the strength, ingenuity, and heritage of the Beaver people. It is a reminder of our roots and traditional practices.
The River:
Flowing through our logo, the River signifies the continuous journey and enduring link to the land of the Doig River First Nation. It reflects our fundamental role as stewards, dedicated to protecting these vital waters and lands for future generations.
The Elements and Their Meaning
The Beaver:
Central to the logo, the beaver represents the strength, ingenuity, and heritage of the Beaver people. It is a reminder of our roots and traditional practices.
The Tail:
A defining feature of our logo, the beaver tail is a symbol of honour and inclusion. Etched into it are the surnames of Doig River families, a tribute to our ancestors and a reflection of the generations that continue to shape our community. Along its edges are names of places sacred to the Nation, connecting us to the land that has sustained and defined the Beaver people since time immemorial. These names and places bring our members and our connection to the land to the forefront, affirming that ÚÚJǪ is grounded in their legacy and actively building a future with them in mind.
The River:
Flowing through our logo, the River signifies the continuous journey and enduring link to the land of the Doig River First Nation. It reflects our fundamental role as stewards, dedicated to protecting these vital waters and lands for future generations.
The Sun, Rolling Hills, and Teepees:
Inspired by the original Doig River First Nation logo, the new design incorporates traditional elements that are symbolic of prosperity, and the enduring bond between the land and its people.
Design Philosophy
Our logo emphasizes the importance of balance, a vision of a modern, recognizable, and deeply meaningful symbol. It was crucial that someone unfamiliar with our culture could see the logo, find it appealing, and intuitively understand its significance. This focus on accessibility aligns with ÚÚJǪ’s mission to be a corporation with consciousness rooted in tradition but engaging with the broader world.
The Beaver Tail Significance
The beaver tail in our logo is a symbol of honour and inclusion, carefully designed to carry the names and places that define Doig’s history. Etched into the tail are the surnames of Doig River families, representing current members and connecting us through lineage to the generations that came before. Alongside these names are places of great importance: landmarks tied to dreamers, shaped by the past, handed down through song keepers, drummers, and storytellers. These places hold meaning, timeline, and memory. We chose to include all of this on the tail as a lasting reminder of where we come from and who we belong to. By using names and places, we bring our members and the connection with the land to the forefront, affirming that ÚÚJǪ is grounded in their legacy and actively building a future with them in mind.
A Legacy Carved in Symbolism
While ÚÚJǪ is a corporation, we draw our direction and values from Doig River First Nation’s people and traditions. The logo reflects this dual identity. ÚÚJǪ is not merely a business entity; it is a support mechanism, a conscious organization that honours the past while building for the future. The simplicity of the four-letter name ÚÚJǪ embodies our dedication to memorability, reflecting the heart of our purpose and mission. In our language, ÚÚJǪ means “Good”.
Our logo story exemplifies the delicate balance between cultural reverence and corporate individuality. It is a reflection of the Beaver people, what we value, and how we envision our journey forward. The ÚÚJǪ logo is a proud symbol of collaboration, respect, and enduring heritage.
CONTACT US
Have a question or interested in working with us? For inquiries, please reach out directly:
Partnership Opportunities: info@uujodev.com
Employment & Resumes: employment@uujocontracting.com
We look forward to connecting with you.