In the annals of design history, few creations have left as enduring an impact as the “I ❤️ NY” (I Love NY) logo. Born out of a simple yet profound idea, this design has come to epitomise the very essence of New York City. It wasn’t merely another branding exercise to boost tourism; it became a global icon, embraced by millions and replicated countless times worldwide. This is the story of how Milton Glaser, one of the most influential graphic designers of the 20th century, brought to life a symbol that transcended its original purpose.
A City in Need of Hope
In the mid-1970s, New York City was a shadow of the thriving, cosmopolitan metropolis we know today. The city was grappling with high crime rates, financial turmoil, and a reputation that was anything but inviting for tourists. Amid this bleak backdrop, city officials and the New York State Department of Commerce launched an initiative to revitalise tourism and reignite civic pride in the Big Apple.
Enter Milton Glaser.
Already celebrated for co-founding New York Magazine and creating the iconic Bob Dylan poster, Glaser was approached by the advertising agency Wells Rich Greene. Their goal? To design a logo for a state tourism campaign that would transform perceptions of New York. Glaser’s approach would prove to be one of the most serendipitous and influential moments in the history of graphic design.
The Birth of a Legend: Sketched on a Napkin
What’s most remarkable about the “I ❤️ NY” logo is how it came to be. During a brainstorming session in 1977, Glaser, while riding in the back of a taxi, quickly sketched his idea on a scrap of paper — a napkin, no less. The simplicity of the design was striking: a bold serif “I” followed by a red heart, positioned above the letters “NY.” In just four characters, Glaser distilled the love and passion millions of people felt for the city.
Little did he know that this spontaneous sketch would evolve into one of the world’s most recognisable logos.
The Design: Simple Yet Powerful
Glaser’s design was minimalist but deeply meaningful. The heart, a universal symbol of love and affection, paired with “NY” as shorthand for the city that never sleeps, created an emotional resonance. The juxtaposition between the softness of the heart and the boldness of the typography became the foundation of its universal appeal.
The typeface — American Typewriter — added a touch of nostalgic charm, evoking craftsmanship and authenticity, qualities that reflect New York’s character. The brilliance of the design lay in its ability to communicate so much with so little.
An Iconic Symbol Beyond Its Time
Initially launched as part of a tourism campaign, the “I ❤️ NY” logo quickly transcended its original purpose. New Yorkers embraced it, transforming it into a symbol of the city itself rather than the broader state. Tourists eagerly bought shirts, mugs, and other memorabilia bearing the logo, propelling it into global consciousness.
More than four decades later, the logo has been adapted, copied, and parodied countless times by cities, brands, and organisations worldwide. Its reach extends beyond tourism, symbolising the resilience, diversity, and indomitable spirit of New York City.
The Revised Logo: A Symbol of Resilience
Following the September 11, 2001 attacks, the “I ❤️ NY” logo gained a profound new significance. In the wake of the tragedy, Glaser updated his design to reflect the city’s resilience and enduring spirit. The revised version, reading “I ❤️ NY More Than Ever,” featured a subtle yet poignant alteration: a black mark on the heart. This addition symbolised both the pain of the events and the city’s unyielding resolve to recover and thrive.
This iteration became a powerful emblem of solidarity and hope, further cementing the logo’s place as a symbol of New York’s strength and unity.
The New Logo: “We ❤️ NY”
In 2023, a new version of the iconic design emerged: the “We ❤️ NY” logo. Launched as part of a campaign to celebrate the city’s collective resilience in a post-pandemic world, this iteration emphasised unity and community. By replacing “I” with “We,” the updated design highlighted the shared efforts of New Yorkers in rebuilding and supporting one another.
The refreshed logo retained the iconic heart motif, paying homage to Glaser’s original design while reflecting the evolving spirit of the city. It speaks to a new generation, celebrating the strength of collective identity and communal pride.
Legacy of Milton Glaser’s Genius
Milton Glaser’s “I ❤️ NY” logo is far more than a brilliant piece of design; it is a testament to the power of art and creativity to shape culture and influence society. It demonstrates how simplicity, combined with universal symbolism, can leave a lasting impression.
Milton Glaser passed away in 2020 on his 91st birthday, yet his legacy endures. What began as a simple sketch in the back of a taxi has become one of the most replicated and beloved designs of all time. The “I ❤️ NY” logo remains an indelible part of New York’s cultural fabric, a global emblem of love for one of the world’s most iconic cities, and a reminder of the power of design to inspire, unite, and uplift.
Images: typeroom.eu | creativereview.co.uk | grapheine.com | moma.org
