Or are you looking for Search the Archives?

Please complete the form to email this item.

Amik the Beaver badge

  • Object:

    Olympic Mascot

  • Place of origin:

    Montreal (manufactured)

  • Date:

    1976 (manufactured)

  • Artist/Maker:

    Graphics and Design Directorate Montreal (designer)

  • Materials and Techniques:

    Fabric

  • Museum number:

    B.175-2009

  • Gallery location:

    In Storage

The first Olympic mascot 'Waldi' a Daschund dog appeared at the 1972 Munich Olympic Games. Mascots are used to communicate the Olympic spirit to the general public, especially youth and children. They are usually a character or animal native to the country where the games are being held and showcase the history and culture unique to the host city. In more recent years it has been common to have more than one mascot. This could be to ensure gender equity but has undoubtedly increased the merchandising potential of the Olympic mascot.

Amik the Beaver, mascot of the 1976 Montreal Olympic Games was chosen in a competition held by the Olympic committee. Amik was created by the Graphics and Design Directorate, a committee made of up prominent Canadian graphic artists of the time. The individual designers credited with Amik's birth were Yvon Laroche, Pierre-Yves Pelletier, Guy St-Arnaud and George Huel.

The winning name 'Amik' literally means beaver in the Algonquian which is the most popular language amongst the Aboriginal people in Canada. Like Waldi the Daschund before it Amik was designed as a symbol, minimalist in appearance it has a simple black and white shape with a red sash. Smaller Amik's were produced with sashes in black, grey and blue.

Amik was a very unpopular mascot. The public were confused about what he was supposed to represent. His cold reception marked a change in mascot design, they became more cartoon-like or humanesque and aimed directly at children.

Physical description

Badge of Amik. Stylised beaver form in black white and red fabric. The beaver's body is black and has a white border. The beaver wears a red sash across its middle with a stitched Olympic rings logo on in white.

Place of Origin

Montreal (manufactured)

Date

1976 (manufactured)

Artist/maker

Graphics and Design Directorate Montreal (designer)

Materials and Techniques

Fabric

Dimensions

Height: 6 cm, Width: 9 cm

Descriptive line

Fabric badge of Amik the Beaver, made in Montreal in 1976

Categories

Dolls & Toys; Children & Childhood; Olympics

Collection

Museum of Childhood

Large image request

Please confirm you are using these images within the following terms and conditions, by acknowledging each of the following key points:

Please let us know how you intend to use the images you will be downloading.