Eagle Feather Media Brand ID
A logo refresh and sub-brand that elevated the Eagle feather logo to be more modern while also giving them the flexibility to create sub-brands for the various types of media platforms they planned to utilize.
Opportunity:
Eagle Feather Media approached BDB in need of an updated logo and branding that would help them navigate the ever-changing media landscape with a modern look and feel. The goal was to maintain their original brand identity while also creating a unique, recognizable mark that could be used across different forms of media, from video and podcasts to news and print.
This rebrand was more than just a visual update, it was about reinforcing the values that have long defined the Eagle Feather brand, such as spirituality, storytelling, and cultural pride. The challenge was to create a brand that feels current yet rooted in tradition, appealing to both Indigenous audiences and media professionals who value authenticity and relevance.
Approach:
To achieve this, we focused on reinforcing the original Eagle Feather identity while adding modern branding elements. This included:
• Updating the existing logo with a geometric stylization that pays tribute to the original design.
• Creating a modern color palette that reflects Indigenous symbolism and visual storytelling.
• Developing a sub-brand that allows flexibility in media application — from video and podcasts to news and print.
• Ensuring the brand language and visual identity were SEO-friendly, using keywords like “Indigenous media branding,” “modernized logo design,” “eagle feather branding,” and “cultural media identity.”
This approach was rooted in Indigenous values, particularly the spirit of the eagle feather — a symbol of honor, wisdom, and connection to the land.
Execution:
The rebrand involved a modernized logo that honours the original design while feeling clean and contemporary. This logo was paired with a sub-brand identity that allowed for versatile use across different media platforms.
To support this, I created coloured wordmarks that could be used on video, podcasts, news, and other media applications. These wordmarks were designed to be visually distinct and culture-sensitive, ensuring that the brand would be recognizable and meaningful to both Indigenous communities and media professionals.
The entire project was crafted with the eagle feather as a central symbol, respecting its spiritual significance while making it relevant to today’s digital media landscape.
A big learning during this project was that falling Eagle Feather's actually symbolize bad luck and should be avoided in the logo.
Results:
The rebrand resulted in a modernized logo and sub-brand identity that:
• Maintains the original eagle feather symbolism while feeling clean and current.
• Provides a recognizable mark for use across video, podcast, and news platforms.
• Reinforces the Indigenous storytelling and cultural values that have long defined the Eagle Feather brand.
This project not only modernized the brand but also reaffirmed its connection to Indigenous identity — a valuable asset for both Indigenous audiences and media professionals.
