New Florida logo ‘The Perfect Climate for Business’ causes debate, critics calls it ‘sexist’ (Photo)

By on Feb 5, 2013 in Business, Lifestyle, United States Comments

The new Florida logo, as shown in the photo below, was launched on Thursday, January 31, 2013 by no less than Florida Governor Rick Scott and Enterprise Florida, the chief economic development agency of the state. However, it has been a topic of debates, some of its critics dubbed it as “sexist.”

As noted at Huffington Post this Monday, the new Florida business logo bears the tagline, “Florida. The Perfect Climate for Business,” and was launched along with the website PerfectClimateBusiness.com. But as one could immediately notice, the letter ‘I’ in the logo is being represented by an orange necktie.

“There’s a reason we’re making a major investment in Florida‘s new business brand. Florida has a lot to brag about and a lot to offer your business, whether you’re starting out, planning to expand, or looking to move operations to a more business-friendly locale.” A statement reads at PerfectClimateBusiness.com.

“We’re working aggressively to get businesses to Florida, so Florida families have more opportunities to pursue the American dream – and with this innovative business brand we will continue to attract more opportunities to the Sunshine State.” Gov. Scott was quoted at BocaGrandeTalk.com.

According to Tampa Bay Online, Enterprise Florida spokesman Sean Helton told them that the logo and slogan were designed by On Ideas, a branding firm in Jacksonville; and it was North Star Destination Strategies of Tennessee that made the research and surveys to key stakeholders inside and outside Florida.

However, the new Florida logo was not attractive to some groups, mostly women, who cited that the necktie is somehow sending a wrong message since neckties are usually being worn by businessmen, not businesswomen. This is despite the fact that Helton said that among those who approved it include 25 businesswomen.

“I thought immediately that it set us back, all the work that we’ve done.” Pamela Rogan, President of the Central Florida Chapter of National Association of Women Business Owners (NAWBO), told Fox 35 via MyFoxOrlando.com, noting that there are a lot of other icons that can represent business better than necktie.


new Florida logo
New Florida logo
Credit: PerfectClimateBusiness.com


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