I love NY / Skillbox Media logo

Contents:

• Background
• Creation
• Contents
• Influence

One of the most famous logos in the world was developed as part of a marketing campaign aimed at improving the city's image. The creator of this logo was not compensated, but its original sketch has become a true museum piece. This logo has become a symbol not only of the city, but also an important element in the history of branding and marketing.

Background

In the seventies, New York was perceived as a troubled city in the United States. Crime was high, and the streets were dirty and unkempt, making the city unattractive to tourists and new residents. The mass exodus of businesses and their employees exacerbated the situation, leaving the city's budget empty. In response to these challenges, the state Department of Commerce launched an aggressive effort to change the city's image. The primary goal was to restore New York City's prestige, highlight its architectural beauty and uniqueness, and instill optimism in the lives of local residents. Designer Milton Glaser was hired to create the logo for the New York City advertising campaign. Composer Steve Carmen was also hired to write a song celebrating the uniqueness and energy of New York City. These elements became an important part of the marketing strategy aimed at attracting tourists and creating a positive image of the city.

Creation

By 1976, when the famous I ❤ NY logo appeared, Milton Glaser had already established himself as an experienced professional in the world of design. He became known for his original logos, among which the DC Comics logo stands out. Glaser also created iconic album covers and posters, the most famous of which is the psychedelic poster featuring Bob Dylan. In addition, he developed the unique Glaser Stencil typeface and founded New York magazine, where he served as a leading writer for many years, making a significant contribution to the development of visual culture and design.

The designer of I ❤ NY created the famous logo while traveling to a client meeting, sitting in the back of a taxi. The sketch was written with an orange marker on a scrap of paper and is currently housed in the Museum of Modern Art in New York. Milton Glaser later refined his initial sketch, inspired by the work of pop artist Robert Indiana «Love». He placed the letters in a square, which gives the logo volume, stability, and symmetry. This logo has become not only a symbol of New York, but also an important element of American culture, associated with the spirit of the city and its diversity.

The city was filled with posters, flyers, and banners bearing the slogan I ❤ NY. The phrase became popular, appearing on caps and T-shirts. In 1980, Governor Hugh Carey declared Steve Carmen's upbeat song I Love New York the unofficial anthem of New York State. The initiative proved successful. Glaser's work changed the way residents perceived the city, allowing them to re-evaluate and love New York City.

After the tragic events of September 11th, the logo took on new meaning. The terrorist attack on New York City changed the way people perceived the city. Glaser noted in an interview that residents felt as if a close and beloved friend had been diagnosed with a serious illness. This metaphor underscores the deep emotional connection residents have with their home and the shared experience of loss.

The designer updated his logo, adding a black wormhole to the heart to symbolize trauma. The phrase "more than ever" appeared beneath the words "I ❤ NY." Five thousand posters featuring the updated logo were displayed across the city, and it also graced the cover of the New York Daily News, a newspaper with a circulation of one million. This change was a significant step in supporting the city, reflecting its resilience and unity in difficult times.

Contents

The inscription was a rebus in which the heart replaced the word "Love." Glaser's use of this symbol likely ties in with the famous slogan "Virginia is for Lovers," developed in 1969, which also uses a heart image. This symbol has become a significant element reflecting emotional connection and romantic feelings, making it ideal for drawing attention to themes of love and relationships.

The font chosen by the designer has great significance. American Typewriter is a serif font that replicates the letterform style typical of American typewriters. Each letter in this font has a perpendicular stroke, which gives it a special expressiveness and clarity. The choice of such a font can significantly affect the perception of the text and the overall impression of the design.

Influence

Milton Glaser designed the "I ❤ NY" logo for free and donated the rights to its use to the State of New York. Each year, significant revenue comes from the sale of souvenirs and merchandise featuring this iconic design. Caps, T-shirts, mugs, scarves, and toys with the "I ❤ NY" print are popular among tourists, emphasizing the strength of the brand and its appeal to travelers.

Logos similar to this one are used in other capitals of the world, changing the inscriptions from NY to Paris, London, Berlin. In 2013, a stele reading "I ❤ Moscow" was installed in Gorky Park in Moscow. This symbol became popular among tourists and residents of the capital, emphasizing their love for the city and its culture. Yoga enthusiasts and dog breeders adapted the laconic forms of expression. In the dog breeders' logo, the letter "I" was replaced with a bone, and "NY" became an image of a dog's paw.

Designers are actively introducing rebuses into their logos, which allows them to create original and memorable brands. A striking example of this is the IBM logo, designed by Paul Rand. This logo uses images of an eye, a bee, and the letter M, creating an interesting visual play on words and associations. Using puzzles in logo design not only attracts attention but also helps convey the essence of the brand, making it more unique and easily recognizable.