A History of the Logo of the Winnipeg Embroiderers' Guild
The logo of the Winnipeg Embroiderers' Guild is very distinctive, and like the guild itself, has a long and proud history. Originally designed for use on stationery letterhead in the early 1980's, the logo has since been adapted for use in WEG member name tags and is featured prominently on the WEG banner. It has even appeared on customized china mugs. Although the colour of the original design was changed from a rich burgundy to a vibrant pink, the crisp lettering and tall guild house remain in their original form.
Forty years ago when the Embroiderers' Association of Canada and the Winnipeg Embroiderers' Guild were established, long before the advent of computers and smart phones, communication between the growing number of chapters of EAC was done “the old fashioned way”: by sending hand written or typed letters, placed in stamped envelopes that were ultimately delivered by Canada Post. Many companies and volunteer organizations were already advertising themselves through the mail: each letter sent became a mini-advertisement when it carried the company logo on specially designed stationery. The letterheads and envelopes were marked not only with company names and addresses but with unique logos; many prominent logos eventually no longer even needed the company name and address for viewers to recognize the company. (Think of the “Golden Arches” of MacDonald's Restaurants!)
The Embroiderers' Association of Canada decided having a letterhead logo of its own would help in the national and international promotion of the organization. A national design contest was held and by the early 1980's, the blue and white logo of the EAC had already been created.
In the fall of 1982 local Winnipeg graphic artist John Toyne was asked to design the WEG logo. (The closer truth might be that, like many WEG husbands, he was “volunteered” by his wife! In John's case Sandra, a long time member of the Winnipeg Embroiderers' Guild, may have mentioned the need for a guild logo to her husband and may have offered his services to WEG .... Thanks, Sandra, and thanks, John!)
Members of WEG began discussing the benefits of having their own guild logo, separate and distinct from the EAC design, yet also recognizable as having a connection to needle arts. The WEG logo would be used on stationery letterhead and envelopes.
In the fall of 1982 local Winnipeg graphic artist John Toyne was asked to design the WEG logo ... John has enjoyed designing logos since graduation from University of Manitoba, and has enthused many students over the years through his teaching at Red River Community College. Retired since 2006, John specialized in logo design. His former company, John Toyne Design Emporium is responsible for the logo design of many local and international companies, for television, and for residential and commercial real estate companies. Locally his work is showcased through logo designs for Qualico and Shelter Corporation in their developments in River Park South, River Park Point, Amber Trails and Lindenwoods. He also designed the logos for the St. James School Division and the Louis Riel School Division, as well as the “Wolverines” team logo for Ecole Van Wallegham in Lindenwoods, Pembina Trails School Division.
The WEG logo was designed “pre-computer”. John used pen and ink, India ink on drawing boards, and Letraset. (The earliest sketches most likely involved some pencils and erasers, too. This was “old-school” design, remember!) After designing the first section of the guild house in the WEG logo, John used a “PMT camera” (photo mechanical transfer camera) to exactly duplicate the design of other two sections in black and white. (It would be so much easier to design the logo today using computer software technology with the ability to “cut and paste” design elements!).
John's design expertise did not disappoint, and members were thrilled with the result of his work. He decided the logo should have the look of an old English engraving. Guild halls or guild houses, the traditional meeting places of skilled artisans, seemed an ideal concept, and he adapted references of guildhall engravings. The final graphic design shows characteristics not only of a guild hall but also of embroidery. The guild hall in the logo looks as if it has actually been embroidered. Indeed the design has leant itself to further adaptation by WEG members into actual embroidery.
With his final design submission, John explained the symbolism this way: “The building is an old English guild hall. It is rendered in such a way as to represent a piece of stitchery. The printing process used creates a raised texture which further simulates stitched work such as needlepoint or cross-stitch.”
The original colour of the lettering and guild houses was burgundy. This rich colour, a personal favourite of John's, “provides an elegant look and stands out well on paper”. The font for the lettering of the guild name is called “Carlton” and was one of the fonts available at the time in Letraset. This classic, light, and artistic font was selected as being close to an embroidered script.
The logo design was completed by the spring of 1983. Later that year WEG began using the logo as its letterhead on customized embossed stationery for guild correspondence. It was produced in burgundy colour on letter size paper (8.5” x 11”) with matching envelopes. Later the stationery was produced in less expensive black and white. The lettering on the current version of the logo, to the left of the guild hall, says: “The founding chapter of the Embroiderers' Association of Canada Inc.” This lettering was added later, date unknown, and did not appear in the original design nor as far as can be recalled on the original stationery. It is unknown at present if any of the original coloured stationery still exists. It is most likely that any pieces will be in used condition only.
The WEG logo continues to be used on paper advertising to promote guild events to the general public. Ongoing examples are the bookmarks and posters printed each year to showcase the annual Heritage Needle Arts Sale at Dalnavert Museum, and the brochures detailing WEG meeting times and locations that are handed out to interested onlookers during public stitching events.
A limited number of china mugs sporting the new WEG logo were produced in the early to mid 1980's and were sold to guild members as a fund-raiser. The sale price was about $5. The silk-screened logo used a reddish colour, close to the burgundy shade of the original design. Members were encouraged to bring their mugs to each monthly meeting for tea or coffee during a snack break. The use of the mugs reduced environmental waste, and since each member was responsible for washing her own mug, the clean-up time was also greatly reduced. Many members bought mugs as gifts for friends and relatives which further aided in the promotion of the guild beyond our meeting halls. Mugs were also given as thank-you gifts to guest speakers at the guild meetings. No longer available for purchase, many older members still bring their WEG mugs to the monthly meetings and annual pot-luck dinners.
Since the first use of the logo on the original WEG stationery, the design by John Toyne has been adapted several times into embroidered versions. In the mid 1980's Kit Gates was the first to adapt the design to stitchery when she created a chart to make a ribband name tag. This design is still used by WEG members, and currently all new WEG members are presented with a kit to stitch their own ribband name tag. All members, old and new, are encouraged to wear their name tags at each monthly members' meeting.
When the ribband name tag kits first were being assembled for distribution to members, there was difficulty in acquiring enough burgundy floss in either DMC or Anchor colours to match the colour of John's design. The best match to the original colour is Anchor #072; also close is DMC 902. WEG chose to change the logo colour to a more readily available thread source, DMC 602, which is a very bright pink colour. This pink colour has been used in all stitched logo adaptations since, and few members realize it is not the original logo colour.
The logo was next adapted by Jo Hewitt-Nickel in the early 1990's during the design and execution of the distinctive WEG banner. The logo is prominently featured on the hand stitched banner which uses pink, not burgundy, as the colour of the letters and of the guildhall. Jo Hewitt-Nickel was responsible for the final banner design, having collaborated with many others during the lengthy design and stitching process.
The latest adaptation of the WEG logo has been by Betty Arbuthnot. In honour of the 40th Anniversary of the founding of the Winnipeg Embroiderers' Guild, a “WEG Tartan” was designed and registered in Scotland. In 2012 Betty adapted both the tartan pattern and the WEG logo into two projects: an anniversary tartan name tag and a tartan name tag holder, both including the 40th anniversary dates (1973-2013). Guild workshops were held in early 2013, and many members proudly wore their newly stitched tartan name tags during Seminar 2013 “Branching Out”. Future WEG workshops are planned with a newer adapted tartan and logo design, eliminating the references and dates to the 40th Anniversary. Members, old and new, can create a tartan name tag if they wish an alternative to the older ribband version.
Thank you to John Toyne for his distinctive logo design. It has provided members of the Winnipeg Embroiderers' Guild a unique way of advertising ourselves and our chapter, and we shall proudly use it for many more years to come.
A limited number of china mugs sporting the new WEG logo were produced in the early to mid 1980's and were sold to guild members as a fund-raiser. The sale price was about $5. The silk-screened logo used a reddish colour, close to the burgundy shade of the original design. Members were encouraged to bring their mugs to each monthly meeting for tea or coffee during a snack break. The use of the mugs reduced environmental waste, and since each member was responsible for washing her own mug, the clean-up time was also greatly reduced. Many members bought mugs as gifts for friends and relatives which further aided in the promotion of the guild beyond our meeting halls. Mugs were also given as thank-you gifts to guest speakers at the guild meetings. No longer available for purchase, many older members still bring their WEG mugs to the monthly meetings and annual pot-luck dinners.
Since the first use of the logo on the original WEG stationery, the design by John Toyne has been adapted several times into embroidered versions. In the mid 1980's Kit Gates was the first to adapt the design to stitchery when she created a chart to make a ribband name tag. This design is still used by WEG members, and currently all new WEG members are presented with a kit to stitch their own ribband name tag. All members, old and new, are encouraged to wear their name tags at each monthly members' meeting.
When the ribband name tag kits first were being assembled for distribution to members, there was difficulty in acquiring enough burgundy floss in either DMC or Anchor colours to match the colour of John's design. The best match to the original colour is Anchor #072; also close is DMC 902. WEG chose to change the logo colour to a more readily available thread source, DMC 602, which is a very bright pink colour. This pink colour has been used in all stitched logo adaptations since, and few members realize it is not the original logo colour.
The logo was next adapted by Jo Hewitt-Nickel in the early 1990's during the design and execution of the distinctive WEG banner. The logo is prominently featured on the hand stitched banner which uses pink, not burgundy, as the colour of the letters and of the guildhall. Jo Hewitt-Nickel was responsible for the final banner design, having collaborated with many others during the lengthy design and stitching process.
The latest adaptation of the WEG logo has been by Betty Arbuthnot. In honour of the 40th Anniversary of the founding of the Winnipeg Embroiderers' Guild, a “WEG Tartan” was designed and registered in Scotland. In 2012 Betty adapted both the tartan pattern and the WEG logo into two projects: an anniversary tartan name tag and a tartan name tag holder, both including the 40th anniversary dates (1973-2013). Guild workshops were held in early 2013, and many members proudly wore their newly stitched tartan name tags during Seminar 2013 “Branching Out”. Future WEG workshops are planned with a newer adapted tartan and logo design, eliminating the references and dates to the 40th Anniversary. Members, old and new, can create a tartan name tag if they wish an alternative to the older ribband version.
Thank you to John Toyne for his distinctive logo design. It has provided members of the Winnipeg Embroiderers' Guild a unique way of advertising ourselves and our chapter, and we shall proudly use it for many more years to come.
... Lorraine Iverach
Source: The Initial Stitch, August 2013
Source: The Initial Stitch, August 2013
Top skein: pink DMC 602 is in current use for most colourized versions of the logo, including WEG name tags and the WEG tartan; bottom: burgundy Anchor 702 is very close to the original logo colour
