new york city updates milton glaser’s iconic I ♥ NY logo in new branding campaign

Modernizing milton glaser’s I ♥ NY logo

New York City has modernized Milton Glaser’s long-standing I ♥ NY logo and typography as part of the local government’s new campaign to showcase the city’s strengths and mobilize New Yorkers to make sure this remains the greatest city in the world. The evident change appears from the subject change, setting aside I to bring in We, which highlights the city’s collective grit to face its challenges. The gritty look of Glaser’s font style has also been revamped to make way for a more floaty, lighthearted visual.

The original I ❤️NY campaign by Milton Glaser has left an indelible mark on the city, making it a recognizable icon. It was in the mid-1970s that the designer created his most enduring logo which would then be replicated around the world. The simple yet timeless logo was Glaser’s own love letter to the big apple, the city in which he was born and raised.

images courtesy of We ❤️ NYC

mobilizing civic action and community engagement

We ❤️ NYC is a 21st Century version of the 70’s campaign. It is led by Maryam Banikarim, Andrew Lerner, and their team at MaryamB, working with the ad agency Founders, Grain Group, and Graham Clifford. The local government says that once again, New Yorkers are coming together to mobilize civic action and community engagement as the catalyst for a renaissance of the city and its neighborhoods. It spotlights the challenges that the city is facing, stating that they are becoming more complex than in the past.

‘The technology revolution has widened the skills gap, enabled remote work, and disrupted basic patterns of urban life. Public safety has re-emerged as the top concern of New Yorkers, but with overlays of mental health, homelessness, and racial justice issues that make solutions difficult. Whereas the city was a bargain in the 80’s, today it is unaffordable for many current and would-be New Yorkers. Together, “WE” can tackle these challenges and demonstrate, once again, that this is the greatest city in the world,’ the campaign team says.

Making sure NYC remains the greatest city

Governor Kathy Hochul, Mayor Eric Adams, business, labor, and civic leaders from across the five boroughs have launched We ❤️ NYC, a campaign to showcase the city’s strengths and mobilize New Yorkers ‘to make sure this remains the greatest city in the world,’ the campaign states. The citywide campaign has kicked off with a celebration of New Yorkers who are making a difference and featured opportunities for civic engagement that everyone can contribute to through its official website.

‘From its iconic views and vibrant arts and culture to its thriving businesses and world-class cuisine, New York City represents some of the best that our state has to offer,’ says Governor Hochul. ‘This We ❤️ NYC campaign will help to capture that energy and preserve the city’s spirit by encouraging New Yorkers of every background to come together, get involved, and make a positive change in their community.’

‘This city overcame the darkest days of the pandemic because of the selfless work of everyday New Yorkers, and if each of us gives just one hour a week in an act of service, the result will be transformative,’ says Mayor Adams. ‘That is why I am proud to announce the launch of ‘We ❤️ NYC,’ in partnership with Governor Hochul and the Partnership for New York City. The ‘We ❤️ NYC’ campaign asks everyone who loves the greatest city in the world to show it by lending a helping hand and spreading that love to every block across all five boroughs.’