Executive Council
Department of Business
October 3, 2006

 

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.

Speaking Notes - Premier Williams - Brand Launch
Speaking Notes - Honourable Kevin O�Brien - Brand Launch Event

Media contacts:
Elizabeth Matthews
Director of Communications
Office of the Premier
709-729-3960, 351-1227
elizabethmatthews@gov.nl.ca
Glenda Power
Communications Manager
Department of Business
709-729-7628, 693-2655
glendapower@gov.nl.ca

BACKGROUNDER
New Provincial Government Brand

Brand Audit

  • The process of developing a new brand signature began with a comprehensive audit of all logos and wordmarks found throughout government. Audit findings showed the existence of more than 40 different brand symbols throughout government.
  • The findings of the audit supported the necessity for a more strategic and consistent way to present the province in the local, national and international marketplace.

Brand Development Strategy

  • In February 2005, government issued a public request for proposals (RFP) to contract a full-service marketing communications firm to provide a complete range of professional services associated with the development and implementation of a Newfoundland and Labrador Brand Development Strategy.
  • On September 1, 2005, an agreement was signed with Target Marketing and Communications Inc.
  • In June, 2006 a Director of Brand Development was hired to oversee the implementation of the Brand Development Strategy.

New Brand Signature

  • On October 3, 2006 the new brand signature was revealed and includes a new logo and wordmark with a stylized version of the pitcher plant.
  • The personality of the new brand signature reflects the qualities of both the province and its people. It symbolizes creativity, resilience and resourcefulness while also reflecting a rich heritage and bright future.
  • Implementation of the new brand signature will be phased in over the next two years.

The Pitcher Plant

  • The pitcher plant or Sarracenia purpurea can be found in bogs and marshlands throughout Newfoundland and Labrador.
  • The variety found in this province bears a large wine-red flower with a red and gold centre, and hollow pitcher-shaped leaves.
  • The pitcher plant has been the provincial flower of Newfoundland and Labrador since 1954.
  • The medal presented to the recipients of the Order of Newfoundland and Labrador is in the shape of the pitcher plant flower.
  • More than a hundred years ago, Queen Victoria chose the pitcher plant to be engraved on a newly minted Newfoundland penny.
  • Other Canadian names for the pitcher plant include side-saddle-flower, piggywigs, Indian dipper, and the huntsman�s cup.
  • It is beautiful and tenacious, tough and adaptable. As such, it is a true symbol of the province and the people of Newfoundland and Labrador.

2006 10 03                             11:50 a.m.


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