Critics call Enterprise Florida's new ad campaign, logo sexist - FOX 35 News Orlando

Some critics calling Enterprise Florida's new ad campaign and logo sexist

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A new logo representing the group in charge of Florida's economic development was unveiled on Thursday, and it is causing a lot of debate.

The group is Enterprise Florida, and the logo has the word "FLORIDA" written in green letters, with the "I" represented as orange necktie.   The tag line reads, "The Perfect Climate For Business."

Some women business leaders said the logo is sexist, because most women don't wear neckties.

"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," said Pamela Rogan, the President of the Central Florida Chapter of NAWBO, the National Association of Women Business Owners.  "There are a lot of other icons I think can better represent business."

Rogan, and other women who have posted their comments online after this new tie logo was unveiled on Thursday, said if the idea is to attract new business to the state, it may not attract some female CEOs.

"When you're going to a strange place, and you think that's the stigma that's there, you may think twice," she said.

Enterprise Florida Public Relations Manager Sean Helton disagrees, saying, "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."

Rogan said the new ad campaign doesn't convey that message, adding, "It's not even one of those ties they had back in the day, because that was the thing.  It's a bold tie. And nothing against men, but I think they could have had something a little more generic that represented business."

Helton tells Fox 35 that their design company interviewed 25 top female executives before launching the brand, and none of them had an initial negative reaction.  Helton also said he has no intention of changing it.


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