What we all affectionately call ‘the little devil’, actually represents a Shaman of the lost Ona tribe from Tierra del Fuoco. The hands raised towards the heavens symbolise the longing for spirituality, while the tail pointing downwards towards the earth signifies the connection between the two elements: the sky and the earth. To attain spirituality you need the strength of a bull, hence the horns.
This symbol was chosen hand in hand with the name ULAIA , which was what the Ona tribe called USHUAIA, the capital of Tierra del Fuego.
The logo and name were chosen in honour of our co-founder Gaston Troiano, director, actor and socio-cultural artist, and actress, Tanny Giser, who are both still members of our board.