House wants fix for branding logo featuring tie


News Service of Florida

The Florida House is holding firm against spending money on the new Enterprise Florida business “tie.”

The new branding logo from the state’s public-private economic development agency shows an orange men’s necktie as the “i” in “Florida.” The brand has drawn some heat for neglecting women by featuring a symbol of male business attire.

“Somebody above my level needs to fix that,” said Rep. Ed Hooper, R-Clearwater, who heads the House efforts in the negotiations regarding transportation, tourism and economic development projects.

The Senate, during the talks, has maintained a budget line of $1.5 million for the brand that was intended to reflect the state’s business foundation. Enterprise Florida has proposed a $4.5 million campaign to attract new businesses to the state that features the “tie” and the slogan “Florida is the perfect climate for business.” When the new brand was introduced in January, the proposal was to use $3 million in state dollars, with $1.5 million from private contributions.

Conference committees have until Tuesday afternoon to complete negotiations before legislative leaders would handle unresolved issues.

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