October 21, 2020
Monday, February 11, 2013
Florida recently introduced its first business brand, which embraces Florida’s super-state positioning and will be used by its corporate community and economic development organizations to promote Florida as a premier business destination. Collectively, four factors position Florida as a “super-state” for business – the state’s current business foundation, economic power, capabilities and resources.
While the concept of the brand – its look and feel – was unveiled Jan. 31, most of the actual components of it, creative and editorial, will evolve during the coming months.
Logo and tagline Perfect Business Climate logo
The logo and tagline, Florida. The Perfect Climate for Business., are important elements of the brand and aim to prompt business decision-makers and influencers to visualize a common perception of Florida while communicating that there is something more: Business.
The logo is designed to embrace a color spectrum that is dynamic and fun, while professional. The symbolic necktie in place of the “i” in the logo exemplifies this dynamic aspect of Florida that is not widely known, that of a business climate. An icon, such as a tie, appeals to business leaders – all over the globe – very efficiently and effectively, which assists our recruitment efforts in the US and internationally – from Madrid to Frankfurt to Beijing to Bogota.
Over time, people from all locales have visited or relocated to Florida for its “perfect climate,” beautiful beaches and family friendly attractions. On the business end, the state is working to more fully maximize the use of key superlatives pertaining to its business climate:
no personal income tax,
a platform built for global trade, and
top national rankings:
2nd best state for business – Chief Executive magazine
4th most populous state – U.S. Census Bureau
21st largest economy in the world – Moody’s Analytics
#1 state for talent pipeline – National Chamber Foundation (NCF)
#1 state for infrastructure – NCF
3rd largest exporter of high-tech goods and services – TechAmerica
These unique attributes of Florida’s business climate enhance the state’s competitiveness and credibility as a leading business destination. Florida’s business brand will be used to market the state globally for new business opportunities that can lead to more jobs for Floridians and more investment into the state’s communities.
This initiative encourages the entire state to speak with one voice when promoting Florida as a top location for recruiting new economic investment or for business expansion within the state.
“Economic development excels when the state, county and cities work together to invest resources to help businesses grow and prosper. Working in this capacity with a business brand to represent our collective product — the state of Florida — will serve us well in recruiting companies and creating jobs,” said Kelly Smallridge, president & CEO, Palm Beach Business Development Board.
Florida Secretary of Commerce Gray Swoope adds, “The state of Florida has risen to a greater place of prominence in national and international business circles. Now is the time to capitalize on the strength and diversity of our assets. Our business climate is one that offers so many attributes across this great state and provides so many opportunities across a broad spectrum of industries.”