I'm currently writing one of my final papers in my English class on changing the mascots. I'm not asking for somebody to write my paper for me but I'm currently having some brainstorming issues.
In one section of my paper I am addressing the use of Native logos by corporations and companies. I haven't yet decided which ones I will use as examples because I'm hoping to use the "strongest" ones for presenting my side of the argument.
So far I have:
Savage Arms
Land O Lakes
Blue Bell Ice Cream (use of kids in redface on their packaging)
Umpqua Ice Cream
Calumet Baking Powder
Crazy Horse Malt Liquor
Squaw bread
These are just off the top of my head. I hope this isn't seen as lazy, I'm just trying to write my best possible paper. If anyone could think of some more better-serving examples then that would be greatly appreciated.
Umpqua Dairy
PACKAGE REDESIGN
Melting away the old to make way for the new
Sprinkling fresh ideas into an iconic logo
Challenge
Umpqua Dairy began producing fresh, high quality ice cream in 1931 from a little wooden home in Roseburg, Oregon. Three generations later, the family owned business had built a trusted brand using a well recognized line of cartons that, unfortunately, weren’t reflective of the company’s modern personality. A packaging refresh was in order, and it needed to attract new first-time buyers while retaining Umpqua’s fiercely loyal fans.
Solution
Consumers have grown more intentional with their purchasing decisions, choosing to buy products from brands whose stories they feel emotionally connected with. Knowing this, we felt it was important to first identify Umpqua’s brand attributes to figure out the stories we should be telling though their new packaging. What came out of this exercise was a richer understanding of Umpqua’s heritage, which we scooped up to use as inspiration for the package redesign process, and later, brand story development.
Our design team undertook the task of revisioning the iconic packaging and recognizable Indian head logo that had been the mark of Umpqua Dairy since the 1940’s. They chose to redraw the logo with a modern eye and give it in a new home on the front of each carton, leaving room for descriptive flavor profiles that would leave buyers licking their lips. Our copywriters then topped the project off with the introduction of a new brand story, which was placed on the sidewall of each carton to provide consumers with the emotional touchpoint they were seeking to form a deeper connection.
Next Steps
Umpqua Dairy has been seeing pretty sweet results. Consumers have been loving the new packaging, creating an immediate growth in sales when comparing year to date. After seeing great success with the ice cream redesign, Umpqua chose to move forward with a refresh of their sub-brands of ice cream including No Sugar Added, Premium Lite Ice Cream, Nonfat Frozen Yogurt and Sherbet.
The Umpqua people are an umbrella group of several distinct tribal entities of Native Americans of the Umpqua Basin in present-day south central Oregon in the United States. The area south of Roseburg is now known as the Umpqua Valley.
At least four tribal groups have historically lived in the Umpqua River Basin: the Southern Molalla, the Lower Umpqua tribe, the Upper Umpqua tribe, and the Cow Creek Band of the Umpqua Tribe of Native Americans.[1] Before European settlement in the region, the tribes spoke several different languages, including Siuslaw (Lower Umpqua), Yoncalla (Southern Kalapuya), Upper Umpqua, Takelma, and the Molalla language.
Archaeological evidence indicates that the Native American settlement in the Umpqua region began at least 8,000 years before the arrival of European settlers. [1] The name "Umpqua" likely derives from a Tolowa word for "a place along the river."[2] Other theories report that "Umpqua" means "thundering water," "dancing water" or "bring across the river."[3]
Overview[edit]
Lower Umpqua[edit]
The Lower Umpqua (Kuitsh) tribe spoke the Lower Umpqua (Kuitsh/Quuiič) dialect of the Siuslaw language. Their self-designation was Kuitsh, Quuiič or Quuiich (″The Southern People″, probably derived from the words qiiuu, ″south″, and hiich, ″people″).[4] Prior to European settlement, the Lower Umpqua (Kuitsh) lived on the coast from Siltcoos River south to Tenmile Creek. [5]
Today, the Lower Umpqua (Kuitsh) people are represented by the following tribes:
- Confederated Tribes of Coos, Lower Umpqua and Siuslaw Indians
- Confederated Tribes of Siletz Indians, and
- Confederated Tribes of the Grand Ronde Community of Oregon
Upper Umpqua[edit]
The Upper Umpqua people lived mostly on the South Umpqua River, near present Roseburg, Oregon and the Umpqua River upstream of the head of tide (present-day Scottsburg, Oregon). Their self-designation was Etnemitane, Tl'uu-dv-nee-yu (literally "prairie people") or simply Dv-nee-yu / Dv-ne ("people").[6] The now-extinct Upper Umpqua language formed with three other closely related languages the ″Oregon Athabaskan cluster″ of the Pacific Coast Athabaskan languages.
By neighboring Athapascan-speaking peoples they were known as ″Umpqua River People″—in the original languages:
- Tututni and (Upper) Coquille-Tututni: Ci-cta-́qwût-mê ́ t̟ûn-nĕ
- Chasta Costa-Tututni: Ci-stá-qwŭt dv-nee-yu
- Naltunne-Tututni: Cac-taⁿ-́qwût me-́t̟ûn-nĕ
- Chetco-Tolowa: Ûm-́kwa-me (origin of the English word Umpqua)
Today, the Upper Umpqua people are represented by the following tribes:
- Confederated Tribes of the Grand Ronde Community of Oregon
- Confederated Tribes of Siletz Indians, and
- Cow Creek Band of Umpqua Tribe of Indians
Cow Creek Band of Upper Umpqua[edit]
Originally a band of the Takelma people along the South Umpqua River, Myrtle Creek, and Cow Creek, the Cow Creek people were called Cow Creek Takelma, or The Cow Creek Band.
Today, the Cow Creek Band of Upper Umpqua are represented by the following tribes:
- Cow Creek Band of Umpqua Tribe of Native Americans
- Confederated Tribes of Coos, Lower Umpqua and Siuslaw Indians, and
- Confederated Tribes of the Grand Ronde Community of Oregon
The Cow Creek Band of Umpqua Tribe of Native Americans is one of nine federally recognized indigenous Tribal Governments in the State of Oregon.[7] They were the first tribes in the Oregon Territory to sign a treaty with the US government, on September 19, 1853.[1] As a result of the treaty, the Cow Creek Tribe became a landless tribe, ceding more than 800 square miles of Southwestern Oregon to the United States.[7] The Cow Creek Tribe never received the reservation their treaty promised, but even without a reservation, the people remained in their homelands.[7]
Southern Molalla[edit]
The Molala were living along the Deschutes River. They later moved to the headwaters of the Umpqua River and Rogue River.
Today, the Molalla people are represented by the following tribes:
- Confederated Tribes of the Grand Ronde Community of Oregon (with 141 of the 882 members in the 1950s claiming Molalla descent)
- Confederated Tribes of Siletz Indians, and
- Cow Creek Band of Umpqua Tribe of Indians
History[edit]
The Native Americans who lived in the Umpqua region prior to European settlement
were highly dependent on the annual cycle of nature. Their cultures were rich and complex, with distinct rituals, rites and responsibilities. In winter, the people lived in cedar plank houses in permanent villages. Here they made baskets, clothing, tools, and weapons, and recounted a wide variety of stories including creation stories and tales of a magical time when animals and humans shared the same language. In the spring, summer, and fall, they went to seasonal camps to take advantage of seasonally-abundant food resources.[1]
The first known contact with whites was with fur trappers in the late 1700s. In the 1820s, the Hudson's Bay Company began intensive trapping of beavers and regular trade with the Native Americans in the Umpqua Basin.
Relations with fur trappers were generally good, although there were occasional skirmishes. An especially notorious conflict occurred in 1828 between the Lower Umpqua Indians and a party of fur traders led by Jedediah Smith. Due perhaps to inappropriate advances of Smith's men toward Indian women, or due perhaps to the alleged theft of an ax by a young Native American, a Lower Umpqua man was killed by Smith's party, for which the Lower Umpquas retaliated and killed 15 of the 19 of Smith's men.[1]
Footnotes[edit]
- ^ a b c d e "Oregon Explorer Topics | oregonexplorer | Oregon State University". oregonexplorer.info. Retrieved 2021-10-12.
- ^ "Umpqua River". www.oregonencyclopedia.org. Retrieved 2021-10-12.
- ^ "What Does "Umpqua" Mean? The Oregon Community College Name Has A Special Origin". Bustle. Retrieved 2021-10-12.
- ^ Shichils' Blog - Meanings of tribal names
- ^ Macnaughtan, Don (2004). "The Siuslaw and Kuitsh Native Americans of the Oregon Coast: Bibliography of the Siuslaw and Kuitsh , An Indigenous People of the Central Oregon Coast". Retrieved 2018-05-30.
- ^ ILDA - Indigenous Languages Digital Archive
- ^ a b c "Tribal Story – Cow Creek Band of Umpqua Tribe of". Retrieved 2021-10-12.
Further reading[edit]
- Bakken, Lavola J. Land of the North Umpquas. Grants Pass, OR: Te-Cum-Tom Publications, 1973.
- Thoele, Mike. "She Keeps the Memory of Coastal Indians Alive." The Register-Guard, 8 May 1990: 3B. Profile of Florence, Oregon resident Marge Severy, last full-blooded member of the Kuitsh and Siuslaw.
- Macnaughtan, Don (2004). "The Siuslaw and Kuitsh Indians of the Oregon Coast: Bibliography of the Siuslaw and Kuitsh Indians, An Indigenous People of the Central Oregon Coast". Retrieved 2018-05-30.
External links[edit]
- Cow Creek Band of Umpqua Tribe of Indians homepage
- Confederated Tribes of Coos, Lower Umpqua, and Siuslaw homepage
- Coos, Lower Umpqua & Siuslaw Tribes profile
- Confederated Tribes of the Grand Ronde Community of Oregon homepage
- Confederated Tribes of Siletz Indians homepage