
How Did ‘I❤️NY’ Become New York’s Logo?
The “I ❤️ NY” logo is so familiar in New York that it feels like it’s always been around. It’s so tied to the city, and now the state, that it’s hard to imagine a time when it wasn’t there, letting people show off their love for it.
But the truth is, this famous symbol was created in the 1970s when New York was experiencing a rough patch. The city had high crime rates, and the state was close to bankruptcy. To attract more tourists and boost the spirits of locals, New York State launched a campaign with the catchy slogan “I Love New York.”
According to MOMA.org, they needed a logo for the campaign, so they asked designer Milton Glaser for help. By then, Glaser was already well-known for his work, like the Bob Dylan poster and the header for New York magazine.
At first, Glaser submitted a simple design, which was quickly approved. But a week later, he had a new idea while riding in a cab. He called the campaign supervisor and convinced him to look at the new design. After a quick review, the fresh logo “I ♥ NY” was approved. Check out the rendering HERE.
The logo uses the American Typewriter font, which Glaser picked because it felt casual but still had a literary vibe. According to Creative Review, he compared it to a love note carved into a tree, something timeless and simple. Over the years, the logo has become one of the most recognized and copied logos in the world, used to show love for all kinds of people, places, and things.
It’s also a registered trademark owned by the New York State Department of Economic Development, which has held the rights since the logo was first used in 1977. Today, it’s still used to promote tourism across New York State. You can see the above picture on I-87 of the Adirondack Northway. Even though Glaser designed it for free, the logo has become a symbol that’s stood the test of time.
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Gallery Credit: Brian Cody TSM Albany