New Brand Embodies Essence of Newfoundland and Labrador

Creative, Resilient and Inventive:
New Brand Embodies Essence of Newfoundland and Labrador

The world is discovering that Newfoundland and Labrador is a place unlike any other, and the province is experiencing a renewed confidence that has set the stage for a more prosperous and bright future. These new attitudes are reflected in a new Provincial Government brand signature unveiled today by the Honourable Danny Williams, Premier of Newfoundland and Labrador. The Premier was joined by the Honourable Kevin O'Brien, Minister of Business.

"Our new brand signature is truly representative of the essence of our province; creativity, resiliency, and a modern society shaped by our rich history," said Premier Williams. "We have taken our provincial flower, the pitcher plant, and given it a fresh new image that we believe will stand out in the marketplace. Newfoundland and Labrador has been revitalized over the past few years, and we are exuding a renewed sense of pride and optimism that will be reflected to the world through our new brand."

The Provincial Government has been working hard to promote Newfoundland and Labrador as a spectacular tourism destination, a smart place to invest and do business, and a preferred place to live, work and raise a family. Though much has been achieved, a unique, new brand signature will assist in positioning the province at the forefront of a competitive global marketplace. "When people see this brand, we want them to instantly see Newfoundland and Labrador, and to associate that with our best qualities. We want them to think about a people and place that is resourceful, innovative and energized," added the Premier.

The new brand image includes a stylized version of the pitcher plant. Also known as Sarracenia purpurea, the pitcher plant is found throughout Newfoundland and Labrador. It has one large flower with a red and gold centre and hollow pitcher-shaped leaves attached to the base of the stem. In 1954, it was declared the official flower of the province.




"The pitcher plant is an important piece of our history and our landscape," said Premier Williams. "It grows in a natural environment where no plant should ever grow. It is a true symbol of who we are, as a people and as a place. Newfoundlanders and Labradorians are creative, inventive and even a little quirky. We know who we are and we are comfortable in our own skin. We are hard working, and yet we love to have a good time. We face challenges head on and discover innovative solutions. We are like no other place on earth, and for centuries we have survived in a place where many would never dream to try. And like the pitcher plant, not only have we survived, we have thrived. We do so because we root ourselves in our history and our culture, and build upon our natural strength and talent."

After the province completed a brand audit in 2004, it was determined that more than 40 different versions of the provincial logo were in use. It became clear from a marketing and branding perspective that government needed a more unified approach. As other jurisdictions across Canada and around the world have recognized, presenting one image is more effective, efficient and economical.

"Successfully marketing our province requires consistency, focused effort, and the ability to stand out from the crowd," said Kevin O'Brien, Minister of Business. "It was challenging to create a signature that embodies our character and strengths. The results are invigorating. With the new pitcher plant brand signature we now have a distinctive identity to set us apart from our competitors."

The new brand signature will be used by all Provincial Government departments and other government entities. The Department of Business will lead the phased-in implementation of the new brand signature throughout government.

People throughout the province will receive more information on the new brand in the coming days, and are encouraged to read and learn about the brand by visiting www.gov.nl.ca/brand.

Category:

Music

Tags:

• New
• Brand
• Embodies
• Essence
• of
• Newfoundland
• and
• Labrador

[dpjaexp]

I'm an Albanian-American from New Jersey, and I have to say I found this to be an absolutely gorgeous piece. I was deeply moved by the singing and the imagery. I grew up in New England, and am drawn to the north and to the sea by instinct. I love the Maritimes, and I can't wait to finally get over to Newfoundland and Labrador. Five stars and much love to our dear neighbors to to the north!

[rdatta]

Hmm - I'm not sure if this is such a good fit for Newfoundland. More to zeroteku's point - this captures the maritime heritage of Atlantic Canada; but it could just as well apply to other parts of Atlantic Canada. I would think a narrative that was more rooted in Newfoundland and Labrador's scenes would play better - the Fishing villages, the life of outlying villages, Gros Morne and something of Labrador.

[curbitace]

Who gonna put the «secret nation» film on youtube

[17fogdevil]

Im A Newfoundlander....And Our Minor Hockey League In This Province (HNL)(HOCKEY NEWFOUNDLAND AND LABRADOR)One time In My Pee Wee Tourney.......the misses sang ode to nl o canada and this song......plus our priemer danny williams was there and we won 5-2 agianst Clarenville Caribous....I Am On The marystown Mariners

[Piranhaboy01]

Hey zeroteku, I am a Newfoundlander and totally appreciate your comments. You are right. We maritimers have our own unique heritage and lifestyle and proudly show it off. I wouldn't leave this place if you tried to dynamite me off the Rock!!

While you're at it, check out some of my carnivorous plant videos.

[zeroteku]

There are differences between the peoples of the Maritimes (Acadian, Loyalists, Mi'kmaq, etc.) and Newfoundlanders, but there's also many things we share in common, and not insignificant ones: common socio-economic problems, Celtic culture (even the Acadians, yes), strong ties to our heritage and our place, and the power of the sea in our lives. That's why this video inspires pride in even me.

[zeroteku]

I'm an Acadian from New Brunswick and I've never been to Newfoundland, but this video inspires pride in even me, strangely enough. It just reminds me of the rest of Atlantic Canada.

[dirtbikelover7]

Newfoundland rox