The Provincial Government released new guidelines today governing the use by third parties of the province�s brand signature, the now well-recognized trademark featuring the likeness of the provincial flower, the pitcher plant.

"These guidelines provide organizations and members of the public clear direction on the process for seeking approval to reproduce the province�s brand signature and on its proper use," said the Honourable Paul Oram, Minister of Business. "As a government, we are committed to ensuring that the official brand signature is used and portrayed appropriately and only with formal permission so that consistency, accuracy and high standards are maintained as much as possible."

The guidelines and permission form may be accessed via the Government of Newfoundland and Labrador�s website at www.gov.nl.ca/brand, or through the Department of Business by calling 729-3254.

The Provincial Government is encouraged by the continued interest in the provincial brand signature and is pleased to receive further requests from third parties for permission to use the brand signature on marketing and promotional materials, websites, and other uses. Under the guidelines, written permission must be granted from the Provincial Government before the brand signature may be used on print, broadcast, electronic, and other materials. The brand signature must always be used in accordance with a graphic standards manual, which can be obtained once permission has been granted for use by the Department of Business.

Introducing third party usage guidelines is a common practice for companies, organizations and governments as a measure to aid in brand protection. The Provincial Government has been diligent in monitoring the use of the brand signature and introducing such guidelines is part of this ongoing process.

"The branding initiative is reinforcing positive perceptions of Newfoundland and Labrador, both in how we view ourselves and in how others see us as an attractive place for people and businesses," said Minister Oram. "With this usage policy, our government is being proactive in minimizing misrepresentations of the brand signature that erode the image and value that has been built to date. We are passionate about protecting and strengthening Newfoundland and Labrador�s brand identity, and this starts with the integrity of the brand signature."

The guidelines have already been circulated throughout the Provincial Government. Additionally, a new logo licensing program will be implemented in the near future.

Newfoundland and Labrador�s brand signature was launched on October 3, 2006.

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Media contact:
Mark King
Director of Communications
Department of Business
709-729-7628, 699-3454
markking@gov.nl.ca