Commerce board member: Throw new state logo out

PROVIDENCE – Reaction to Rhode Island’s new slogan, “Rhode Island: Cooler and Warmer,” has been anything but lukewarm.

The logo was designed by Milton Glaser, creator of the “I Love New York” slogan. It was unveiled March 28 along with a new website by Gov. Gina M. Raimondo and the R.I. Commerce Corporation as part of a campaign to market the Ocean State to outside businesses and tourists.

One Commerce RI board member, Karl Wadensten, said he thinks the logo should be thrown out completely.

Wadensten, CEO of VIBCO Vibrators in Richmond, said he has received between 50 and 100 phone calls and emails from people who dislike the slogan. Not one person has spoken in support of it, he said.

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Michael Mota, CEO of ATOM Media Group in Providence, was one of the companies that submitted a proposal for the marketing campaign. He said he’s also received many calls criticizing the new slogan.

Mota said it isn’t so much that he dislikes the slogan, but that he thinks it’s difficult to understand.

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