A Travel CEO’s Reckoning About Colonialism – Starting With Company Logo
Photo Credit: A polar bear tour conducted by Frontiers North Adventures. Frontiers North Adventures / Jessica Burtnick
Skift Take
It’s not the responsibility of our Indigenous partners to advise us, it’s our responsibility to learn.
Nobody gets new ideas and future roadmaps 100 percent correct straight out of the gate, us included. As time goes by we learn and grow, and as new information becomes available, the ideas that we developed in the past need to evolve to incorporate any new understanding. This doesn’t mean erasing history, but rather acknowledging change is sometimes needed.
When it comes to our visual identity (i.e. the Frontiers North Adventures logo), our inspiration has always been to keep our guests at the centre of all that we do. Accordingly, our logo is not a polar bear, beluga whale or the northern lights. It was in the early 2000s when we established a visual identity for Frontiers North, the development of our brand was inspired by elements of classic travel, khaki textiles, guides with clipboards, DC-3s, Indiana Jones and themes from 1800s exploration in Canada’s North.
We honed-in on this visual identity because it provided the company room to grow and didn’
