The new North Dakota state logo is getting a cold response.

The new logo features the state name in blue and red font on a plain white background along with the new state brand: "Be Legendary." The brand was changed from "legendary" recently.

KX News says many in the business community in particular say the logo is not very well drawn.

"It has the emotional resonance of a concrete block. It really falls flat to express the spirit, the adventure, or the technological breakthroughs that are happening in our state," said one local letter writer.

Area designers also lined up to critique the new logo. "The word 'North' is pretty thin," designer Ben Brick said.

Spokespersons for the state say they developed the logo and brand in conjunction with a marketing company at a cost of $10,000.

A petition to change the logo has so far gathered over 700 signatures.

[Source: KXMB-TV News]