• Home
  • Premier's Message

Premier's Message

I am so proud to present our Provincial Government’s new Brand Signature.

The world is discovering that Newfoundland and Labrador is a place unlike any other, and we are experiencing a renewed confidence that has set the stage for a more prosperous and bright future. These new attitudes are reflected in this new brand signature. It is truly representative of the essence of our province, which is defined by our creativity, resiliency, and a modern society shaped by our rich history.

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. We have 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. And while we have been very successful, this new brand will help further position the province at the forefront of a competitive global marketplace. When people see this brand, they will see a people and place that are resourceful, innovative and energized.

The pitcher plant is an important piece of our history and our landscape. It grows in a natural environment where no plant should ever grow. 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.

We are proud of our new brand and we hope that you will embrace it as a symbol of who we are and all that we can become. This is the symbol by which the world will know us - Newfoundland and Labrador.