It's meant to showcase a state's "open arms" toward business.
But some are saying it's simply sexist.
The new logo, produced and marketed by Enterprise Florida...which brands itself as the "Official Economic Development organization of the State of Florida".
The new logo spells out "Florida"...but replaces the letter "i" with a necktie. The logo's tagline reads “Florida. The Perfect Climate for Business”.
The necktie according to some, is sending the wrong message to businesses that cater to, or are run by, women.
“I thought immediately that it set us back, all the work that we’ve done. It’s not that they have to make it pink or ‘girlie,’ but maybe put a briefcase or something like an iPhone or smart phone in there to represent business,” Pamela Rogan, the President of the Central Florida Chapter of NAWBO, the National Association of Women Business Owners, in an interview with Fox 35 in Orlando.
“There are a lot of other icons I think can better represent business,” she adds.
Rogan said Enterprise Florida’s new logo may discourage female CEOs from moving to Florida.
Enterprise defends its logo.
“We feel confident in the brand, as a clear and effective message to both businesses in the state and worldwide, that Florida is a top destination for business,” said Enterprise Florida Public Relations Manager Sean Helton.
Enterprise Florida's CEO, Gray Swoope, says the logo conveys what the Florida business climate is all about.
“Now it is time for us to share the Florida story in a significant way. Many people work year round to be able to visit the state. Why wait? Florida’s business climate makes it an equally appealing place to locate, start or expand a business."
Is this logo sexist? Does it paint Florida as a place to do business? Or as backing the "Old Men's Club" as some suggest?
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