Always Read the Plaque: The History of Meewasin’s Logo with Filmmaker Devon Rumpel

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Editor’s Note: This article is part of our Coulees to Muskeg – A Saskatchewan Environmental History series. This series is a partnership between NiCHE and the Saskatchewan History & Folklore Society (SHFS). All articles in the series appear on the NiCHE website and are published in SHFS’s Folklore magazine.

In this interview I speak with filmmaker Devon Rumpel about his documentary, “A Vision for the Valley: The Untold Story of the Meewasin Logo,” that explores the enduring history and design legacy of the Meewasin Valley Authority (MVA) logo, which has remained largely unchanged for nearly five decades. Rumpel investigates how a simple, modernist symbol successfully embedded itself into the identity of Saskatoon through its presence on trails, architecture, and public amenities. I cannot recommend this documentary enough. I loved it and am grateful that Rumpel was willing to chat a bit about the film and its origins.

Devon Rumpel

Devon Rumpel is an independent filmmaker based in Saskatoon, Canada. He works primarily in nonfiction, exploring local stories connected to design, architecture, and history. His films bring overlooked narratives to light through a distinct point of view.

Visit Devon Rumpel’s Website

Jessica DeWitt: Devon, as I noted in our correspondence, A Vision for the Valley intersects so many of my interests and experiences. From park history to Saskatoon and Meewasin to oral histories…1 What brought you to this project and how does it intersect with your lived experiences and interests?

Devon Rumpel: As a documentary filmmaker I’m always on the lookout for local stories to tell. I’ve been an avid user of the Meewasin trail system for many years. During a walk in Kiwanis Park I happened to notice a small brass plaque featuring the Meewasin logo on an outdoor grill. I thought it was beautiful. It made me focus on the Meewasin logo in a new way. A simple logo but incredibly elegant and refined. That was the initial spark for the project. I thought it would be fun to track down all the other unique placements of the logo throughout the valley as a way to show how special it is.

This subject fits perfectly with my fascination with design and architecture from the mid-century. I made a short documentary about the JS Wood Branch of the Saskatoon Public Library, which was inspired by me seeing the building lit up in the evening and realizing how stunning it was. I love when a project comes from a tiny spark of inspiration.

Another way this intersects with my interests is something that was ingrained in me from one of my first podcast loves, the show 99 Percent Invisible. The host, Roman Mars, had a saying that stuck with me, “always read the plaque.” Noticing a small plaque and investigating it literally led to this entire film. 

Meewasin Logo on Brass
Meewasin Logo on a Brass Plaque. Photo by Devon Rumpel.

DeWitt: I love that. I, too, am a 99 Percent Invisible fan, and due to a recent move across the city, the J.S. Wood Library is now my closest branch. It really is a stunning building that gives peak mid-century vibes. 

For those who are unfamiliar with the Meewasin Valley Authority or even Saskatoon, can you discuss the origins of Meewasin and what role it plays in the city today?

Rumpel: In the 1970’s, the South Saskatchewan River that runs through the heart of Saskatoon was under threat from multiple forces. There were no formal protections in place to safeguard the river from factory pollution, illegal dumping of construction materials, overuse of nature areas, or private developers wanting to build houses along the pristine riverbank. This extreme threat to the longevity of the river did not go unnoticed. Local interest groups like the Saskatchewan Environmental Society, concerned citizens, and members of The City of Saskatoon combined forces and pressured the provincial government to act on the situation.

Protecting Our Riverbank Info Session by the SES in 1975
Riverbank in Danger

Left: Protecting Our Riverbank Info Session by the SES in 1975. Right: Riverbank in Danger.

The result of years of activism, studies, and long-term planning was the passing of the Meewasin Valley Authority Act by the Government of Saskatchewan in 1979. The MVA was now in control of protecting and conserving the cultural and natural resources of the South Saskatchewan River Valley. The same is true today. Meewasin is a non-profit organization that exists to ensure a healthy and vibrant river valley with balance between human use and conservation.

Meewasin Valley Trail Map - 1980s
Meewasin Valley Trail Map – 1980s.

DeWitt: While watching your film, I was really pleased to see how prominently the general Meewasin history was featured and how well you connect this history to the logo. 

One part of the documentary that really stood out to me was your interview with Regina-born designer Vic Sotropa, who designed the Meewasin logo that we still use today. This interview also fits nicely into Folklore magazine’s mandate to focus on “people stories.” Can you describe your meeting with Sotropa and the value that his firsthand testimony added to the film?

Rumpel: Discovering Vic’s involvement in the story of the logo was a huge moment for the film. I began this project not knowing if I would even find out who the original designer was, let alone meet and interview them. I’ll never forget the feeling of finding his name in the old Meewasin board meeting notes at the city archives. I felt like I was in a movie. I retell that scene in the documentary exactly how it happened.

Vic Sotropa during Interview
Vic Sotropa during Interview with Devon Rumpel.

Traveling to Regina and getting to meet and interview Vic was an extraordinary experience. I went into the interview not fully knowing the extent of Vic’s design work but there were clues he was possibly behind other important logos in Saskatchewan. Vic describing his experience designing the Government of Saskatchewan Wheat Sheaf logo, the Provincial Parks Prairie Lily logo, and the classic, “Saskatchewan, Naturally” welcome signs was sublime.

Vic was 92 at the time of the interview and the detail, thoughtfulness, and specificity he brought to questions I had about a nearly 50-year-old logo he designed was breathtaking. As Vic was recounting his experience designing the Meewasin logo and the design philosophy he brought into it, I had an out-of-body experience. I couldn’t believe I was getting such detailed answers from the person who created the logo I had become obsessed with. I felt incredibly honoured to be capturing even just a small part of Vic’s remarkable career and story to share with everyone. 

Vic played a massively impactful role in shaping Saskatchewan’s visual identity. Before this project most people didn’t know who he was, but they sure knew his work. I remain delighted to connect those dots and help share his story with people from Saskatchewan. 

Vic's Provinvial Park Lily logo seen next to the Wheat Sheaf logo
Vic’s Provincial Park Lily logo seen next to the Wheat Sheaf logo. Photo by Devon Rumpel.

DeWitt: That gives me chills. Any historian knows the feeling that accompanies an archival find like that! I’m so grateful that you were able to find Vic and document his firsthand story for future generations. 

So we’ve been hinting at the centerpiece of the documentary, but we haven’t talked directly about it yet. Can you describe the Meewasin logo? What makes it so special?

Rumpel: Quite simply, the logo is two jagged lines stacked on top of each other. But as Vic describes in the film, a logo should have meaning to it beyond what you see. For me, that’s the genius of the logo. At first glance, it is just two squiggly lines. But those lines represent the shape of the river valley it represents. On closer inspection, you can see the letters M and V hidden in the middle. The Meewasin Valley Authority was formed based on the action of the people that fought for its existence. The sense of forward movement in the logo mirrors that.

The abstractness of the logo also leaves it open to interpretation, allowing anyone interacting with it to fill it with their own personal meaning. Beyond what it represents, it’s also the simplicity that is noteworthy for me. The logo works in all scenarios, as I point out in the film. Rendered small, weathered, rusted, faded, carved in wood or stone, it always retains its legibility. It’s a remarkably versatile symbol. 

I made this film to try and answer how a logo can remain unchanged after nearly 50 years in use. I learned that Vic intentionally set out to create an abstract design so the identity of the new river valley authority had a chance to grow into it. That’s the benefit of letting a logo live a long life. It can become embedded in the identity of what it was designed to represent, which is exactly what happened with the Meewasin Valley. 

Meewasin Trail 1KM Marker
Meewasin Programs Pamphlet Cover Page - 1980's
Meewasin logo weathered on bench
Meewasin logo on Kinsmen Fishing Platform Post
Meewasin Logo from 1982 Development Plan Report
Meewasin Logo from 1981-1982 Annual Report
Meewasin Logo - HQ Signage

DeWitt: What does the story of Saskatoon’s Meewasin’s logo convey about the city to those elsewhere in the province (or country)? And … even more broadly, what does it tell us about the intersection of environment and design?

Rumpel: One of my revelations about the logos longevity is understanding that it was created by people giving the best of themselves for a worthy cause. As I conclude in the film, people of all kinds helped shape the identity of Meewasin and the logo itself. It’s a fantastic example of the diversity our city contains and how it’s necessary to embrace that diversity for meaningful progress to occur.

As for how it intersects with environment and design, I will refer to what I learned from Vic Sotropa. Vic embraced the power of abstract design for much of his career. This was partly a practical decision as logos like his Government of Saskatchewan Wheat Sheaf had to remain legible across hundreds of applications all over the province. But, abstraction also allows a logo to maintain beauty and complement the essence of a place or organization in a natural way. One humble, little logo on a bench, given space, can instantly and subconsciously identify itself with greater significance. Presented in this way a logo can be written into our minds and hearts in a way that doesn’t intrude but illuminates just enough. I believe this is demonstrated perfectly in Vic’s Meewasin logo. It gave Meewasin enough space to grow into it and the logo had enough time to become intrinsically linked to the identity of the South Saskatchewan River Valley. 

Feature Image: A Vision for the Valley – Background Image.
  1. I currently sit on the Conservation Advisory Board for the Meewasin Valley Authority ↩︎

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Jessica DeWitt

NiCHE Editor-in-Chief, Social Media Editor at Jessica M. DeWitt: Editing and Consulting
is an environmental historian of Canada and the United States, editor, project manager, consultant, and digital communications strategist. She earned her PhD in History from the University of Saskatchewan in 2019. She is an executive member, editor-in-chief, and social media editor for the Network in Canadian History and Environment (NiCHE). She is the Managing Editor for the Chacruna Institute for Psychedelic Plant Medicines and Associate Editor for Environmental Humanities. Closer to home, she is the President of the Saskatchewan History and Folklore Society, a Coordinating Team member of Showing Up for Racial Justice Saskatoon-Treaty Six, and a Conservation Advisory Committee member for the Meewasin Valley Authority. She focuses on developing digital techniques and communications that bridge the divide between academia and the general public in order to democratize knowledge access. You can find out more about her and her freelance services at jessicamdewitt.com.

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