House won't support Enterprise Florida's 'tie'

TALLAHASSEE — As Florida legislators continue to negotiate on operating budgets for Enterprise Florida and Visit Florida, one difference remains definite: The House has refused to fund Enterprise Florida's new branding campaign, which uses a men's necktie as the “i” in “Florida” in its logo.

“Somebody above my level needs to fix that,” said Rep. Ed Hooper, R-Clearwater, according to the News Service of Florida.

Enterprise Florida, the state's public-private economic development agency, developed the logo as part of a branding campaign for the organization released Jan. 31. The logo is accompanied by a new tagline: “Florida: The perfect climate for business.”

However, the logo came under fire from those who thought its use of the tie was sexist. “I saw it and it hit me upside the head,” Beth Leytham, a public relations expert in Tampa, told the Business Observer in February. “It's very male-focused. I think it does a disservice to women-owned businesses.”

At the time, Stuart Doyle, an Enterprise Florida spokesman, told the Business Observer the criticism was undeserved, and the image is only one part of a larger program. He also said the organization conducted many focus groups with women executives, who didn't express negative comments about the image.

Enterprise Florida has requested $3 million from the state as part of its proposal to spend $4.5 million on a campaign using the new branding to attract new businesses to the state. It proposes funding the remaining $1.5 million with private contributions.

The News Service of Florida reports that although the Senate has maintained a budget line of $1.5 million for the campaign, the House has so far refused to fund it.

Talks on the funding will continue today, the News Service reports.