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The proposed sign system performs both functionally and symbolically. With legibility and wayfinding as its primary purpose, the split-level system of information demarcation also imbue the landscape with natural forms and bright, distinctive colors that are both unique and appropriate. The left-to-right sliding nature of the rectangular signs are secured firmly to the irregularly bent metal supports, creating a unique forms that harken back to distant natural motifs.

The bent supports relate to the traditional trail marker trees intentionally shaped by Native Americans throughout North America. These traditional markers feature a horizontal bend several feet off the ground allowing it to be visible at greater distances.

In terms of typography, we use two distinct typefaces, one a sans serif (AT Sackers) and one a serif (Dispatch). Their tandem use offers a great degree of flexibility in differentiating the English from the Oneida language, while being mindful of both. A third sans serif typeface (FREIGHT) is used sparingly as a sub-head when referencing and describing the “Oneida Tribe of Indians of Wisconsin.” This phrase is always typeset uniquely, and nothing else is ever to be typeset in Freight except this phrase, giving it purposes, presence and uniqueness.

Photography by Don Witte.

Type: Identity
Location: Wisconsin
Author: MAS Studio with JNL Graphic Design
Team: Iker Gil, Jason Pickleman & André Corrêa
Client: Oneida Tribe of Indians of Wisconsin
Year: 2012-2016
Status: Completed