Every slogan tells a story of sorts. The story is always incomplete—a phrase can’t sum up an island—but it has some meaning. Slogans tell us something about how we understand St. Martin, how we misunderstand it, how it is and how we want it to be.
The Friendly Island has been an enduring slogan for St. Martin, but it is far from the only one. In some ways, the English translation of Amerindian Soualiga sounds like a slogan: The Land of Salt. But it is probably not one that would bring tourists running.
A 1970 postmark from Philipsburg proclaims this The Beach Island of the Caribbean. Although almost all Caribbean islands have beaches, St. Martin is blessed with many beautiful beaches for its size. The white sand is also a contrast to some of the more recent volcanic islands to the south.
A graphic in a 1981 issue of The Clarion stated We’re glad!—not mad—We are living in St. Maarten. In some ways the phrasing suggests that perhaps we are mad, but we are doing our best to hide it. Perhaps this highlights a difference between the perspective of residents and the ideal projected towards tourists.
Some older slogans emphasized the colonial heritage of the island. Twice the Vacation, Twice the Fun and Two for the Price of One both suggest the dual-identity of the island. It’s Dutch, it’s French, it’s Caribbean is more explicit. Even when the island’s Caribbean identity is acknowledged, it is almost as an afterthought.
The Friendly Island may be a bit vague. Almost any island could brand itself as friendly. Many other islands have developed more specific identities: Unspoiled Queen, Historical Gem, Spice Island and Nature Island. St. Martin really couldn’t claim any of these titles.
On the other hand, The Friendly Island does speak to the open and cosmopolitan nature of St. Martin. It is a place where people from countless cultures live together. It is a place that invited the world to visit.
Aside from the island’s touristic identity, other slogans tell us something about the island. Semper pro Grediens—always progressing—is the motto of Sint Maarten. It is accurate, in that the country is always in motion. Some may disagree about which progress is good or bad. On the masthead of the Windward Islands Opinion from 1959, we see the message LABOUR CONQUERS ALL THINGS. This may be a prophecy that is yet to be fulfilled, but around the world, voices that share this sentiment are louder than they have been in decades.
What is your favorite St. Martin slogan? What does it mean to you? Tell us by writing in to The Daily Herald or to firstname.lastname@example.org.