Logo Design for Indigenous Youth Leadership Program

Logo Design | Urban Indigenous Youth Leadership Program
Client: ALIVE

This logo was created for the Urban Indigenous Youth Leadership Program, a community initiative focused on empowering young Indigenous leaders through mentorship, cultural connection, and skill development.

Concept and Cultural Foundation:

The foundation of the design is the traditional Pacific Northwest Indigenous drum. In many Indigenous communities, the drum is more than an instrument. It is a call to gather. It brings people together to sing, to share stories, to celebrate, and to stand in unity. It represents heartbeat, connection, and collective strength.

For this leadership-focused program, I chose to depict the back of the drum rather than the front. This perspective shifts the focus to the unseen structure that makes the drum function. The internal framework and lacing symbolize the essential work that happens behind the scenes. Just as a drum relies on multiple elements working together in balance and tension, leadership requires learned skills, resilience, collaboration, and support systems that may not always be visible.

Symbolism and Structure:

The radial construction of the drum visually reinforces ideas of unity and shared direction. Every segment connects to the center, echoing how strong leadership brings people together toward a common goal.

Surrounding the drum is a ring of dots representing the youth within the program. Individually distinct yet unified as a circle, they symbolize community, inclusion, and collective growth. The circular composition further emphasizes continuity, support, and cultural connection.

Colour and Typography:

The red and black palette draws inspiration from traditional Northwest Indigenous art, where these colours are often associated with strength, power, life, and identity. The bold contrast ensures strong visual impact while honouring cultural significance.

The typography is clean, confident, and highly legible. Its strong vertical structure reinforces the program’s leadership mandate. Clear, bold type mirrors the qualities the program seeks to cultivate in its participants: confidence, clarity, and purpose.

Application and Flexibility:

The identity system includes both a circular badge format and a horizontal lockup. The circular mark functions effectively as a standalone emblem for merchandise, social media, and program materials, while the horizontal version provides flexibility for signage, print collateral, and digital use.
This logo reflects not only cultural symbolism but also the core values of the program: unity, strength, growth, and leadership rooted in community.