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Is Florida's New Business-Friendly Logo Sexist?

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Last week, Gov. Rick Scott unveiled a new PR campaign intended to help draw businesses to Florida, and because Scott cannot do one single thing without generating controversy, critics are attacking the logo used in the PR push as sexist. 



As anyone who remembers that recent batch of proposed license plate redesigns knows, Florida state agencies have a real hard-on for replacing letters in our state's name with orange objects. 

So Enterprise Florida's new logo replaces the

i

in

Florida

 with an orange necktie. 


The problem: Usually, only men wear ties, and as anyone familiar with the 21st Century is aware, it's not just men who are business leaders. 

"How you completely dismiss that entire segment of your business community and use a visual that is so associated with men -- this is something out of the

Mad Men

era," Beth Leytham, owner of the public relations firm Leytham Group, 

tells Tampa Bay Times columnist Sue Carlton

.


As Carlton points out, Florida is fourth in the nation for female-owned business, and those businesses contribute more than $77.4 billion a year to our economy. The number of female-owned businesses is also growing considerably faster in Florida than in the nation on average. 

Some people might say critics are just being too politically correct, but remember, this is business. Your ads and marketing are supposed to appeal to your entire potential costumer base. We wouldn't expect male business leaders to connect with the logo if the i were replaced with a lipstick tube, so, you know, we shouldn't be too surprised if businesswomen were turned off by the necktie. This isn't just sexism we're talking about it. It's capitalism too. 

We have a simple solution to prevent these kind of problems: Ban the replacement of any letters in our state's name with orange objects.
 
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