SHAPE:
The primary shape used in the "Telling Our Story" Visual identity is that of a circle. Healing Circles, Sentencing
circles and Dream Catchers illustrate the abundant use of the circles in Native culture. The Telling Our Story
visual identity incorporates the concept of a Medicine wheel. The Medicine Wheel is a symbol of all creation.
The circle shape represents the earth, the sun, the moon, the cycles of life, the seasons, and day to night.
Movement around the outside of the Medicine Wheel is in a clockwise direction, the rotation path of mother
earth. At the center of the wheel is the Creator, who sits in perfect balance.

COLORS:
Four distinct colors, set in the four directions, lay on the perimeter representing the moon's cycles. The straight lines to the center (the spokes of the wheel) represent spiritual paths leading us to the center, to perfect balance. The meaning of the number four is evident in the Medicine Wheel. 4 = four directions + four seasons + four elements (earth, air, water and fire) + four aspects of our nature&physical, mental, emotional and spiritual.

There are literally hundreds of interpretations of the meaning of the colors, where they sit in the wheel and what are their meanings. We chose one to work with, which is the following:

YELLOW: EAST - Air - Flight The easterly direction on the Medicine Wheel represents the new light of day, the
place of all beginnings.
RED: SOUTH - Fire - Passion South is the sun at the highest point, a place of youth and innocence.
BLUE: WEST -Water - Emotions West is from which darkness comes, the place of the unknown.
WHITE: NORTH-Earth - Wisdom North is the place of winter, the place of wisdom.

TYPE:
The font "Hoshi" was developed by a Japanese typographic designer and font developer. The goal of the font
was to create a universal looking type face. The Telling our Story word-mark suggests that the language of the
stories is not only in english, but other ethnic dialects as well.

DESIGNER:
The TOS logo was designed by award-winning Saskatchewan designer Hal Schrenk, who has designed numerous visual identities for numerous clients across Canada and North America, including many specifically for aboriginal projects.