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Frequently Asked Questions (FAQ)

Newfoundland and Labrador Brand Signature

  1. What exactly is a brand signature?
  2. Why did this province need a new brand signature?
  3. Why was the pitcher plant chosen for the brand signature?
  4. What happened to "and"?
  5. What about the Coat of Arms?

Newfoundland and Labrador Brand Signature

1. What exactly is a brand signature?

A brand signature is the key visual design that represents a brand. It is often perceived that brand is simply a logo and wordmark, yet it is that and so much more. Brand encompasses programs, services, and people. It is reflected in attitudes, facts and even perceptions.

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2. Why did this province need a new brand signature?

The new brand signature reflects our strengths and character as a people, showing that we are creative, inventive, resilient and hard working. The previous logo just did not capture the essence of who we are.

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3. Why was the pitcher plant chosen for the brand signature?

The pitcher plant is unique, creative and resilient. It thrives in places where no other plants survive. It is beautiful and tenacious, tough and adaptable. It is a true symbol of who we are, as a people and as a place..

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4. What happened to "and"?

The official name of our province remains “Newfoundland and Labrador”. The word “and” was simply removed from the brand signature to simplify the design and make it more visually appealing.

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5. What about the Coat of Arms?

This symbol will always be our official Coat of Arms. It is an important part of our history and our culture. However, it does not serve us well as a marketing tool and it does not represent all the incredible qualities of our province and our people.

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