Branding Gallery - Brand Signature - Government of Newfoundland and Labrador

How will the world know and recognize Newfoundland and Labrador? It will know us for our pride and passion. Our unique way of looking at the world. And our creativity. Creativity that runs deep within our culture and in our DNA. That helps us adapt in a harsh and unforgiving environment, through the wind and the rain, the sleet and fog. It’s our fierce determination and tenacity that give us the strength to rise above it all, facing the sun and the future with youthful optimism.

Just like the pitcher plant. A plant so odd, yet so comfortable in its own skin. So tough, yet so adaptable. A survivor, fighting whatever comes its way with a resilience like no other plant on Earth.

It’s a symbol that reflects who we are and what we stand for. It’s how the world will recognize us and know us. It’s a symbol that speaks our language. And a symbol that’s as unique as the people who live here, in every corner of Newfoundland and Labrador. One symbol, one voice. True to who we are. And true to this place we call home.

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No matter where you are in the world, people recognize the maple leaf. It’s this instant recognition that makes it such a powerful symbol of Canada. All the meanings behind it, all the associations that come with it, give people an understanding – without explanation. They know what to expect without having to think about it.

The maple leaf is a symbol that reflects the people of this country – a people without prejudice, where race isn’t an issue. It’s a symbol that we sew on backpacks and wear on lapels. It’s a symbol for peace, and freedom from sea to shining sea. And it’s a symbol that’s true to who we are. It’s how the world recognizes us. And it’s how the world knows us. One people. One country. One voice.

No matter where you are in the world, people recognize the peace symbol. It’s this instant recognition that makes it such a powerful sign for peace. All the meanings behind it, all the associations that come with it, give people an understanding – without explanation. They will know what to expect without having to think about it.

The peace symbol has seen its fair share of protests and marches. Of burning flags and bell-bottoms. It can be found on T-shirts and on necklaces. On earrings and tattoos. If you wear it, people know what you stand for – your values and your beliefs – even if you’ve never had a conversation. It’s a symbol that many wear as a badge, a window into their spirit. It’s just a few lines within a circle, but a powerful symbol for peace that wages its own war against hate.


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