MUSE Gold

Canada

2022

Day Scholars Logo

Entrant Company

Argyle

Category

Corporate Identity

Client's Name

Government of Canada

Sub-Category

Logos

From the 1870s-1990s the Canadian government and Christian churches operated residential schools as a way to assimilate Indigenous children. Not only did children experience the trauma of forced assimilation – many also faced verbal, physical and sexual abuse. In 2006, a settlement agreement was reached between claimants and the Canadian government to provide compensation to “Day Scholars” – children who attended residential schools while living with their families. Argyle created the Day Scholars logo as part of a national, integrated communications campaign to inform everyone who attended a Residential School as a Day Scholar of the settlement and their ability to submit a claim. We focused on creating a simple, clear and culturally sensitive logo that would stand out from other settlements for Indigenous survivors currently underway. The logo features three elements: the sun, moon and a child. The sun and moon were chosen to differentiate the Day Scholars program from other settlements and highlight that children were able to return home at night. The moon cradling the abstracted human shape represents a sense of comfort and safety during those times. The colour palette creates a sense of healing and growth, with the warm yellows and reds growing out of the shades of blue that make up the lower portion of the logo. The use of dots pays homage to Indigenous culture (beading and artwork) and acknowledges the many children who attended these schools. The typeface of the logo plays off the curves of the shapes in the icon, but contrasts by being slightly condensed and sans serif for a more modern feel. Altogether, the logo honours and resonates with Survivors and their specific experiences as Day Scholars.

Credits

Director, Indigenous Creative
Christian Kent
Vice President, Creative
Whitney Siemens
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