The Town of Fort Frances is working to bring back a long-lost municipal mascot.
At Monday night’s meeting of town council, Little Amik (sometimes referred to as Li’l Amik), the town’s beaver mascot, was brought back into the spotlight after years of absence. The mascot was created and registered as a trademark in the early 1970’s and graced advertising and other municipal assets, including the town’s welcome sign, for decades.
According to a report prepared for council regarding resurrecting the town’s castor canadensis mascot, feedback received from the public has indicated the move would be received positively, and the town’s own surveying for a new tagline to replace the “Boundless” iconography suggests that Little Amik would fit right in with what local residents want to see in representation for the town.
“In the tagline project, 57 percent of respondents want Nature and the Outdoors to be represented, and 43 percent want Rainy River/Rainy Lake to be represented,” the report, prepared for council by communications coordinator and interim municipal clerk Chelsea Greig, said.
“Little Amik is to be separate from the tagline, but would fit in nicely with what is ultimately chosen due to these top two themes important to residents.”
The report also indicates the timing of reviving the toothy symbol is also fortunate, as work will be going ahead with revitalizing the town’s water tower, which would allow the mascot to be included in a planned visual update. There are also other opportunities to capitalize on the mascot, including new merchandise and advertising, photo opportunities, a costume to allow it to make appearances at in-person events, and even incorporating Little Amik into a new festival.
Whichever way it might show up in the future, however, Li’l Amik probably won’t look the way we remember it.
Originally wearing a toque, newer versions of the mascot were depicted as hat-less, but discussion at Monday night’s council meeting suggested bringing back even the newest version of the old design would not be recommended, for two reasons.
“(1) The original art may be outdated and would benefit from a more modern look to provide wider appeal,” the report stated.
“(2) Amik is an Anishinaabemowin word, and reintroducing the mascot should be done in a way that is respectful to our local Indigenous people.”
As such, the report stated the CAO and communications have reached out to the National Day for Truth and Reconciliation Planning Committee and have so far received feedback from three agencies in “support for the project, guidance, ideas and offers to help.”
“Administration’s intention is to focus on keeping Little Amik as a symbol of the area residents, tying in a cultural exchange, much as the Voyageur was a distinct culture blending European and Indigenous traditions,” the report said.
Council ultimately gave its approval to the report, meaning the consultation will continue on developing the newest version of the town mascot, with an aim to have it included on the updated face of the water tower in 2025.
