Is Florida's new logo sexist?

Posted By KATE STANTON,  |  Feb. 5, 2013 at 12:22 PM
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Florida's new business logo reads "Florida: the Perfect Climate for Business" with a men's necktie replacing the "i" in Florida.

According to WebProNews, Gov. Rick Scott unveiled the new branding and website last week in an effort to attract economic investment to the state.

"To help achieve my goal of creating 700,000 jobs in seven years, I am constantly calling on CEOs to let them know why Florida is the best place in the world to start, grow or expand their business," Scott said. "Now, we will be able to have an ongoing initiative and brand to reinforce what we’ve been saying."

But the necktie's reference to men's business attire has some female residents crying sexism.

The Tampa Bay Times' Sue Carlton wrote in a column that Florida business should be "open to everyone."

This next thought may seem as ancient to younger women as whalebone corsets. But to some of us who grew up with tales of important downtown clubs where businessmen dined and women were unwelcome, of big deals cut on golf courses without pesky women in attendance, the message is not so subtle: Businessmen Welcome Here. The rest of you? Eh.

Pamela Rogan, president of the Central Florida Chapter of NAWBO, the National Association of Women Business Owners, told My Fox Orlando that the new logo set women back.

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. There are a lot of other icons I think can better represent business.

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