A new logo representing Florida's business and economic interests has been released and many critics are calling foul for what appears to be a sexist symbol.
According to NBC.com, Enterprise Florida, the state's economic development organization, released the first-ever business brand for the state, a tagline that reads: "Florida: The Perfect Climate for Business." The "I" in Florida is represented with an orange necktie, while the rest of the words are in green.
"The brand reflects the state's existing business foundation, economic power, capabilities and resources, all of which make it a super-state for business," Enterprise Florida said in a statement. "More than just a logo or a tagline, the Florida business brand provides a common thread that will allow all of the state's economic development organizations to work together in showcasing Florida as a premier business destination."
According to BizJournals.com, a website called www.PerfectBusinessClimate.com, is helping to launch the branding effort, while Tennessee-based North Star Destinations was also involved. The report also says that the tie logo was developed by Jacksonville-based On Ideas, which is implementing the branding campaign for Enterprise Florida.
Some critics in the area have called the logo offensive, implying that males are more involved with business due to the necktie picture.
Links Financial President Penny Hulbert said the tie logo is insensitive.
"In 2013? Really?" she said. "They didn't think half of the people in the state would be offended by this? Really?"
Colleen Chappell, president and CEO of Tampa branding and marketing firm ChappellRoberts, also agreed.
"As a female business owner I am shocked and disappointed the only visual representation in the Enterprise Florida logo is a man's tie," she said.
"Isn't that special," said Susan Stackhouse, CEO of Stellar Partners Inc., a Tampa airport retail concessionaire, according to BizJournals.com. "It's clearly a strong visual that business and men go together."
Another tag line was used in Tampa Bay a few years ago that was similar: "The Climate is Right for Business."
The Gators logo hasn't been changed in some time, while the Miami Marlins went through a total rebranding process when the team moved into its new stadium. Gone is the name Florida Marlins and the old color scheme and put in place was a new name and uniform combination, with the Miami Marlins as the new moniker.
