ST. JOHN'S, N.L. - A carnivorous flower that eats insects and lives in rugged terrain has been chosen as the new logo for Newfoundland and Labrador.
The pitcher plant is the new centrepiece of a logo that will represent Canada's most easterly province, consolidating the 40 logos that once represented the region.
Premier Danny Williams unveiled the province's new branding campaign Tuesday, saying the new image will help boost tourism, investment and an awareness of Newfoundland and Labrador.
The pitcher plant - the province's official floral emblem - is the perfect choice to signify Newfoundland and Labrador's beauty and resiliency, Mr. Williams said.
"It has carved out its existence on rugged terrain, just as our ancestors did, and grows in a place where you would think that no plant should ever grow," he said.
The logo was unveiled in an animated commercial that emphasizes the province's connection to the sea. It will begin appearing across Canada in newspaper advertisements, television commercials and all government stationery.