About our brand

The National Indigenous Fire Safety Council (NIFSC), formerly the Indigenous Fire Marshal Office (IFMO), is a project being undertaken by the Aboriginal Firefighters Association of Canada (AFAC) to support capacity building for safe and healthy Indigenous communities.

The Aboriginal Firefighters Association of Canada (AFAC) was founded when a group of Indigenous firefighters decided to form a national Aboriginal firefighters association to support improving fire life safety for Indigenous communities and to support the transformation of Indigenous fire services. AFAC is a united body of regional Indigenous emergency and fire service organizations from across Canada.

Brand Story and Icon Elements

Fire Stones

  • Feeling of being part of a community, being inclusive, safety, united/unity, cohesive, security.
  • Respects the power of fire as essential for life, for survival, for regeneration, for transformation but in a contained and safe way.
  • The use of stone represents the importance of this natural material.

The Circle

The circle as a symbol for protection, the circle is strong, threats/dangers are visible from all sides. The outer ring of the turtle is an unbroken circle, it is strong, it is safe, it offers protection to the community within, which is represented by the 4 people forming the turtle’s legs.


The 7 firestones represent:

  • 7 Program Areas.
  • The Seventh Generation Principle—ensuring decisions and relationships are sustainable for seven generations into the future; create positive and enduring relationships with people and with the land.
  • The 7 guiding principals (the morals, values, structures, ceremonial practices, and spiritual beliefs that guide and ensure survival) — humility, bravery, honesty, wisdom, truth, respect, love.

The 4 people who make up the second level of the turtle and who form the turtle’s legs represent the seasons, the elements, life stages, directions.

The Turtle

  • The turtle represents truth — it is the turtle who carried the teachings of life on its back.
  • Turtle is meticulous and understands the importance of both the journey and the destination, this is how the turtle embodies truth, honour, and sincerity in actions.
  • Turtle Island— the turtle that holds the world on its back and is an icon of life. It is a symbol of identity, autonomy, and a deep respect for the environment.
  • The turtle shell is strong. It protects. It provides safety.
  • Like the plates of a turtle shell, which join together to give the shell an amazing strength, the 7 program areas that make up the NIFSC project work together to create a strong foundation for a sustainable, culturally astute, Indigenous-led organization. Each piece of the program model supports the other pieces, and together they form a cohesive whole that is stronger than each individual part.


  • The four legs of the turtle create four people connecting in community around the fire stones.
  • Coming together and working together as a community has been an integral part of life and survival.

Colour Swatches

The logo is comprised of 9 colours that represent aspects of Indigenous cultures and their lands:

For us, by us

The National Indigenous Fire Safety Council Project is the result of a new Indigenous developed framework designed to support Indigenous communities in development of their internal capacity to improve community safety and resiliency. The NIFSC Project is Indigenous inspired, designed and led in collaboration with regional and national Indigenous communities, organizations and leaders.

About the Artist

William Frymire – Kamloops, British Columbia, Canada

With over 25 years of experience working as a commercial artist, and illustrator, William Frymire is currently pursuing a career in sustainable public art, as well as creating fine art from found objects, natural stone and recycled materials.

Environmentalism is a common theme in his work and his participation in various recycled art exhibitions demonstrate a commitment to environmental sustainability.
Frymire was born of Métis heritage in Prince George, Canada in 1965. He holds a diploma in Art in Merchandising from Langara College and a diploma in Digital Art and Design from Thompson Rivers University.

In addition to winning the Kamloops Art Council Juried Art Show, Frymire has been acknowledged by Thompson Rivers University as a Distinguished Alumni for Professional Achievement.