YORKTON - Recently the Edmonton Elks became the latest CFL team to add an Indigenous logo, as the Club unveiled its new look.
The logo was created by Conrad Plews, who is a Metis artist of Cree background.
“They (the Elks) actually reached out to me and commissioned me to do it,” the Edmonton-based artist told Yorkton This Week. “It worked out pretty nicely.”
Culturally the artist sees the effort by the Elks as an important one.
“I thinks it speaks of inclusivity and recognition,” he said. “As indigenous people, we are trying to tell our own story as well as be apart of the larger world. This allows us to do both. I want everyone to enjoy the new logo and have appreciation of the cultures that inspired it.”
Plews, who is a tattoo artist by trade (Black Market Tattoo), said it was a good fit in the sense he is not only an Indigenous artist living in Edmonton, “I’m an Elks fan too.”
The logo was ultimately something of a collaborative effort with the Elks working with the artist on some basic ideas.
Plews said that cooperation gave him a good understanding of what they hoped to see in terms of a new logo, which was also inspired by Izaiah Masuskapoe’s 2021 Elks logo design. An Indigenous student at West Edmonton’s St. Thomas More Catholic Junior High School at the time of his creation, Masuskapoe submitted his take on the Elks logo after being inspired by the B.C. Lions logo created by Kwakwaka’wakw/Tlingit artist Corrine Hunt.
Masuskapoe’s stylized Elks logo was first shared by the club on September 30, 2021, as the country reflected on the first National Day for Truth and Reconciliation.
“I took some elements from him,” offered Plews.
Over riding the design process was a desire not to go too far in changing the core ‘elk’ look.
“I wanted it easily recognizable as the Elks,” said Plews.
It helped too that Plews attended Grant MacEwan University and graduated with a diploma in design and illustration, which were skills at the heart of creating the logo.
As a tattoo artist Plews said he often takes several ideas and elements and draws them together to create a tattoo for a client.
“Day-to-day you just have to think it and do the best you can,” he said, adding it was much the same with the logo.
The new familiar elk head generally remains, but an eagle feather has been added and is an obvious feature of the logo.
“The eagle feather is a symbol of strength in our (Indigenous) community,” said Plews, who added he believes many people in general hold a special view of the regal birds.
The final logo is familiar but with a fresh Indigenous flavour.
“I didn’t really try to use any one style,” said Plews, adding again it was important to reflect the Elks football club and Indigenous heritage.
So far it appears Plews got his design just right - this writer suggesting it would be better as the team’s permanent logo.
“I’ve heard that from more than one person,” said Plews, adding in general the reaction has “. . . been really positive . . . When I finally put it out there it’s been a massive reaction that’s overwhelmingly positive . . .
“It’s been a really great experience.”
Plews’ logo will make its debut on Thursday, August 10 when the Elks take on the Winnipeg Blue Bombers for Indigenous Celebration night. The logo will be featured on the Elks’ helmets, as well as midfield at Commonwealth Stadium.
“It’s one thing I’m really looking forward to,” said Plews, adding seeing the logo painted on the field is going to special. “. . . I’m really looking forward to that.”
