Gov. Rick Scott and Enterprise Florida, the state's chief economic development agency, unveiled the logo Thursday at an Enterprise Florida board meeting in Tallahassee.
It's part of a branding campaign aimed at getting all of the state's economic development agencies to speak with a single message.
But the reaction was anything but unifying.
The logo features the word "Florida" with a necktie substituted for the letter "i" and the slogan, "The Perfect Climate For Business." A number of women think the necktie sends the wrong message...
...A Jacksonville branding firm, On Ideas, designed the necktie logo and slogan, while a Tennessee-based branding firm, North Star Destination Strategies, did much of the surveying and research for the campaign, Enterprise Florida spokesman Sean Helton said.
The branding campaign generated controversy several months ago when the state selected the Tennessee firm over several Florida competitors.
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