I love NY logo by

Contents:

• Prerequisites
• Creation
• Contents
• Influence

One of the most famous logos on the planet was developed during an advertising campaign aimed at improving the reputation of the city. The author of this design did not receive financial compensation, but the initial sketch of the logo became part of the museum collection.

Background

In the seventies, New York was perceived as a troubled city in the United States. Crime levels were high, and the streets were dirty and run-down, making the city unattractive to tourists and new residents. Many companies and their employees were leaving New York City, which in turn led to a deficit in the city treasury. In response to this situation, the state Department of Commerce decided to take measures to change the image of the city: to emphasize the beauty and uniqueness of its architectural heritage, and to instill hope and optimism in citizens.

Designer Milton Glaser was commissioned to develop a logo that would represent the city. Composer Steve Carmen was also commissioned to create a song praising New York.

Creation

By 1976, when the famous I ❤ NY logo was created, Milton Glaser had already established himself as an experienced design professional. He achieved fame for creating logos, including the DC Comics symbol, as well as album covers and posters. His most famous work was a "psychedelic" poster featuring Bob Dylan. Glaser also designed the Glaser Stencil typeface and founded New York magazine, serving as its longtime key contributor.

The designer behind the famous I ❤ NY logo came up with it in a taxi on his way to a client meeting. He quickly jotted the idea down on a piece of paper with an orange marker. This initial sketch is currently housed in New York City's Museum of Modern Art. Glaser later refined his concept, drawing inspiration from the work of pop artist Robert Indiana, who created the famous painting "Love." He placed the letters inside a square, which added volume, harmony, and symmetry to the logo.

Posters, flyers, and banners emblazoned with the slogan "I ❤ NY" swept the city. The phrase became popular on caps and T-shirts. In 1980, a Steve Carman song joined the fold: Governor Hugh Carey declared "I Love New York" the symbol of New York State, albeit an unofficial one. The initiative had an impact. Glaser's work helped change the way citizens perceived their city, inspiring them to see it anew and fall in love with it anew.

After the tragic events of September 11th, the logo took on new meaning when New York City fell victim to a terrorist attack. In an interview, Glaser shared how residents felt as if "a close friend they loved had suddenly been struck down by a serious illness."

At that time, the designer modified his logo, adding a black wormhole to the heart, symbolizing the memory of the trauma he had experienced. Beneath the phrase "I ❤ NY," the words "more than ever" were placed. Five thousand posters featuring the new logo were hung around the city, and it also graced the cover of the New York Daily News, which has a circulation of one million copies.

Contents

The inscription was designed as a simple rebus, where the image of a heart symbolized the word "love". Glaser was likely inspired by the famous slogan "Virginia is for Lovers," which appeared in 1969 and also includes a heart in its design.

The font chosen by the designer, American Typewriter, is no less significant. This typographic style mimics the letterforms found on classic American typewriters. It is classified as a serif font, where each letter is embellished with a perpendicular stroke, giving it a distinctive appearance at the edges of straight lines.

Influence

Milton Glaser designed the logo for free and donated the rights to the state of New York. Each year, significant revenue comes from the sale of souvenirs and other merchandise featuring this famous image. Caps, T-shirts, mugs, scarves, and toys—all items that can be printed with the "I ❤ NY" logo—are in great demand among tourists.

Similar logos are also found in other world capitals, where instead of "NY," you might see the names of cities such as Paris, London, or Berlin. In 2013, a stele bearing the inscription "I ❤ Moscow" was installed in Moscow's Gorky Park. By keeping their ideas simple, yoga and dog enthusiasts found common ground. In the dog lovers' logo, a bone replaced the letter "I," and "NY" is now adorned with an image of a dog's paw.

In recent years, rebuses have become a popular element in logos, and designers are actively using them. For example, Paul Rands designed a logo for IBM that includes an eye, a bee, and the letter M.