A galleon with its sails filled by wind is the centrepiece of New Brunswick's new branding message that asks people and businesses to "Be … in this place."

The province, which rolled out the updated branding late last week, spent $229,000 on the research, consultation and development of the new way to market itself, a cost that includes a national advertising campaign.

The new logo and slogan are just the beginning of what will come from the branding research, said Stuart Baker of Branding Merchants in Saint John, the group that developed the concept.

"Tourism starts developing its campaigns now. Business New Brunswick goes out and tries to recruit a new business, population growth goes out and tries to grow our population," Baker said.

"They're all going look at this conversation, this narrative, as their grounding … and when you do that the sum of the parts is much bigger and much more powerful."

But not all New Brunswickers are convinced that it was time for out with the old and in with the new that cast aside the 20-year-old logo.

"It's basically the same thing — just the boat is more stylized," said Moncton-resident Paul Rioux.

"[The old] one's fine for all you notice it," said Verlie Terry, another Moncton resident.

A new way: premier

Premier Shawn Graham said the updated branding will promote a new way of seeing the province in a clear and compelling way and will also serve as a foundation in promoting the province to businesses, tourists and immigrants.

"This brand … let's us tell a powerful story about what it means to live and work in New Brunswick," Graham said at a press conference that unveiled the new logo last week.

"Be … in this place" will be on all official government documents. Officials said the ellipsis is meant to allow people to choose whatever they want to define success.

"This brand reflects the unique way of life, cultural diversity, opportunities for success and potential for happiness enjoyed by New Brunswickers," Graham said.

"Here in New Brunswick, you can be better, you can be happier, you can be challenged and you can be fulfilled."