We have heard the news and opinions about the new Florida Business logo and of course first we say everyone has a right to their opinion.  The most opinion we will offer is our usual deadpan one – it could have been better.  We don’t mind the design at all.  The color scheme screams sunny Florida, the customized type is attractive and also the angles and lines of the tie succeed in feeling like the type.  These factors alone can make a good logo even if the idea behind it is not profound.  The weight of the tie could be called into question perhaps.  Moreover, we are excited to see the first branding we know of a State’s business environment.  We do wish Florida would have come to us for their custom business logo design.