Florida unveiled its first-ever business brand, and it's already getting scathing reviews from many women's groups.
Critics say the men's tie in the logo promotes an old stereotype that the workplace is still a man's world.
They are using the logo to play up Florida's friendly tax policy of no state income tax, a strong workforce and good geographic position for global trade.
" We love the beaches. We love the environment. We love the sun. So embrace [all of] that and use it also to say, there's not only a perfect climate for quality of life, but there's a perfect climate for business," said Gary Swoope of Enterprise Florida.
All some people see is a tie that screams sexism.
"According to a recent American Express study, Florida is number four in the country for women-owned business, so it's possible that that tie is not exactly the best symbol," said Lisa Brock of Brock Communications.
It comes down to the power of an image.
"We know today that consumers don't read, so any symbolism that you can develop or create that gets the message out in a millisecond is going to be powerful and work on your behalf," Brock said.
We showed the logo to people in downtown Tampa.
"I think a tie generally states business and I don't think it states gender whatsoever. I just think it states business," said Charlie Trepcos.
"My initial thoughts seeing the logo was that it is not that big of a deal. I don't think it's sexiest being a tie," said Ruben Bennington.
However, mention the cost of developing the campaign -- which was around $380,000 -- and some say it's a waste.
"I think that's a little excessive," Bennington said.
The state developed the brand from 430 survey responses, 172 interviews and 26 focus groups .
It's pricey, but some say, it may be worth it if it works.
"It it will make people look at Florida in a different light, then it's a good investment," Trepcos said.
Will it work? What do you think of the logo? Weigh in on our MyFoxTampaBay Facebook page: https://www.facebook.com/FOX13TampaBay?ref=hl
FOX 13 / WTVT-TV
Didn't find what you were looking for?