Tŝilhqot’in National Government announces New Brand

Williams Lake, B.C.: The Tŝilhqot’in National Government (TNG) has enhanced its’ brand to further represent the Nation’s history and identity. Working with design company Roodenburg Design Consultants (RDC), the brand was co-created with the engagement of Tŝilhqot’in deni (people), TNG employees and Tŝilhqot’in Nits’ilʔin-Qi (Chiefs).

The brand represents unity, strength, pride, vision, and confidence. The brand colour palette was inspired by the natural colours of the Tŝilhqot’in landscape while other graphics were drawn from motifs found on Tŝilhqot’in baskets, known as quatŝ’ay.

The Tŝilhqot’in National Government is the governing body for the Tŝilhqot’in people. The Tŝilhqot’in Nation is comprised of six communities located throughout the Tŝilhqot’in (Chilcotin) territory and is the only Nation in Canada with a court declaration of Aboriginal title (Tsilhqot’in Nation v. British Columbia).

“Rebranding is part of the evolution of the Tŝilhqot’in Nation – it’s an attempt to move into a new era. Throughout history we have had to adjust and adapt. Nations that do this are often able to flourish. This was an opportunity to take a look at ourselves and see if there were other adaptations we could make. Paul Grinder, a member of Tl’etinqox, is the designer of the original logo and was heavily involved in the redesign of the new one. The new logo stays true to the older version but allows us to use the brand and tell the story of the Nation in more ways.”

— Nits’ilʔin (Chief) Joe Alphonse, O.B.C, LL.D. (hon.). Tribal Chair, Tŝilhqot’in National

“Our people are proud to be Tŝilhqot’in and are united by our governance systems, language and culture. The brand represents the strength of the ʔessigdam (our ancestors) through the representation of patterns from Tŝilhqot’in baskets – known as quatŝ’ay. These baskets were woven tightly enough to hold water and used to store berries and other foods.”

— Nits’ilʔin Otis Guichon, Vice-chair, Tŝilhqot’in National Government

“Working with the Tŝilhqot’in people and the National Government on the new brand was an honour for our team. Visiting people in the communities in the Tŝilhqot’in region, hearing their stories, walking along the riverbanks and cliffs, and gathering everyone’s input throughout the design process is the way true co-creation happens. While the logo respectfully tells a story of unity, resilience, and leadership, the brand as a whole weaves together tradition and a vision of the future.”

— Rod Roodenburg, Creative Director at RDC

Myanna Desaulniers
Communications Manager
Tŝilhqot’in National Government
(250) 305-7885