Enterprise Florida is putting a “tie” into its new branding. While not designed by a Florida company, the brand is expected to be a reminder that the Sunshine State is more than just a resort and retirement destination.

“The brand reflects the state’s existing business foundation, economic power, capabilities and resources, all of which make it a superstate for business,” a release from Enterprise Florida states.

The private-public Enterprise Florida, which is setting up an economic trade mission to Chile, rolled out the new brand -- designed by Nashville, Tennessee-based North Star Destination Strategies -- as board members met in Tallahassee Thursday.

“With this innovative business brand we will continue to attract more opportunities to the Sunshine State,” Gov. Rick Scott stated in a release.

The new brand, with its accompanying tagline “Florida. The Perfect Climate for Business,” is supposed to make one think of Florida’s pro-business attributes, such as no personal income tax, growing global trade infrastructure and workforce.

Officials with Enterprise Florida were quick to note the state brand won’t replace local economic development efforts.



Reach Jim Turner at jturner@sunshinestatenews.com or at (772) 215-9889.