Design Rush
Jun 18, 2018 · 7 min read

I Love NY Is A Trailblazing Design Of Strength And Excellence

When you think of New York, what’s the first thing that comes to mind? It it the iconic architecture, the crazy nightlife or the sensational food?

It’s probably none of those things. No, the first thing you probably envision in your minds eye is the tourism logo — the one you see on t-shirts at souvenir shops and on coffee mugs. You most definitely think of the I Love NY Logo.

The I Love NY logo is one of the most recognizable logos in the world, and it’s certainly the best known tourism logo in the past few decades. It’s a logo design that pops, filling viewers with excited and bubbly emotion.

It’s hard to find someone who hasn’t come across this logo design — whether in its original shape and design — as an emblem to promote New York tourism — or in its mimicked forms. But ever since it was first created, many brands have used the overall concept to inspire those same feelings.

This tourism logo is a shining symbol. It was first introduced in 1977, created by designer Milton Glaser. The I Love NY logo design is one of the first instances of using a heart in place of the word love, and ever since, that design element has been imitated across industries and designs.

The I Love NY logo is also a slogan and official state song of New York State. It promotes not just the city, but the state as a whole. And this trademark is owned by the New York State Department of Economic Development.

You can see this logo on a variety of materials — from hats and t-shirts, to marketing materials, brochures and advertisements.

The logo was created in 1976 in the back of a taxi. Graphic designer Milton Glaser sketched the design onto a piece of scrap paper using a bright red crayon. This original iteration still exists today, and is on display in the Museum of Modern Art.

The logo came in conjunction with an entire marketing campaign developed by advertising agency Wells Rich Greene. Glaser was recruited by the agency to commission the logo, and he jumped on the project pro bono. The rest is history.

The campaign, which was expected to go for months, ended up sticking around for years. It became ingrained into New York culture, and went from sitting solely on marketing materials to living on a variety of promotional materials and souvenirs.

Ever since, thousands of different iterations have been created by other brands, retailers and organizations. The “I Love..” phrase has become a staple in souvenir shops and stores across the globe. As a result, the state of New York has filed more than 3,000 objections.

But you can’t really blame the imitators considering the beauty of this logo design. It’s captivating, engaging and glorious. It’s a timeless design that has stood strong for more than 40 years, and it doesn’t seem to be going anywhere anytime soon.

This Recognizable Emblem Paved The Way For Future Logos With Its Use Of A Bright Red Heart

The I Love NY logo is iconic, simply put.

Try to find someone who doesn’t agree and you’ll have a hard time. The I Love NY logo has stood the test of time. It’s been around for decades, and every few years only gets reinvigorated. It’s a design that can be used to represent a variety of thoughts, feelings, events and movements. It inspires action and creativity. It makes a statement.

It’s a bold, bright and emotion-infused symbol that strikes a chord in hearts across the world. It’s a logo that consists of capital letters, and a bright red heart symbol. And it’s orientation is equally compelling and captivating, adding to the design and making it truly stand out as an unforgettable emblem.

The I and the NY letters are capitalized, and are set in a bubbly, slab serif typeface. The font name is American Typewriter, which is an apt font to use for one of the country’s founding states. And the font does give off a prestige and a heritage.

It’s bold and authentic and regal. There’s a class to it that can’t be ignored but also a playfulness that comes from its smooth, rounded edges.

And the red heart was an innovative design choice that elevated this design from cool to spectacular. This was a concept that had never really been done before, replacing the word love with the symbol of a heart. Looking back, it seems so simple and self-explanatory. But that’s how most things appear in retrospect.

At the time, this was a modern and stunning design choice that put the design on a pedestal above all the rest. The bright, bold and thought-provoking heart took this design and turned it on its head, transforming the idea of a logo design and the way in which the tourism industry could interact and engage with its target audience.

This logo captured a modern essence when it first was created, playing off of the popular pop style of the time. It had a personality and a depth to it that was unmistakable. The bright modernity from the heart and the strong, heritage-rich history of the typography mix wonderfully together.

It’s creative and engaging and exciting and innovative. It’s no wonder it’s been imitated across the globe.

There’s a simplicity here that can’t be beat. It’s only a mixture of three letters and a heart. On the surface, there is nothing depthful or exciting about it. But it works beautifully together and creates a design that dazzles.

And the stacked nature of this logo makes it easily transferrable across mediums. Instead of sitting in a single line, the stacked orientation creates a three-dimensional symbol that stuns. This layout makes it easy for the logo to be placed on a variety of different platforms — from hats and t-shirts to brochures and billboards.

It’s condensed, concise and creative — and it effortlessly embodies the New York spirit in a way that encourages others to come and explore the state for themselves.

That being said, the logo, in its innovative and modern qualities, has become a symbol for New York City more so than for the state as a whole.

And after the September 11 attacks, this symbol become something even more. It became something that tied people together and gave them a symbol of hope. After the attacks, the country needed a symbol and a message to rally behind. And considering the attacks occurred in New York City, it only made sense that people turned to this symbol to give them hope for the future, and hope that things would get better.

This is a colorful and modern symbol of strength, creativity and unity. It’s a timeless emblem with a rich history, and a powerful message for the future.

The I Love New York Logo Design Shows The Love New Yorks And Tourists Alike Have For The Big Apple

With a long history and heritage standing behind it, the I Love New York logo is a strong symbol of hope, happiness and strength. It’s a logo design that was modern and innovative for the time, but even today, it stands as a symbol of greatness — in terms of the brand it represents and the design work that went into it.

For a logo that was created in the back of a taxi, this logo design has travelled the world. It’s a symbol that is known worldwide thanks to it’s bright color, innovative illustration and regal typography.

It’s a simple design, created from three, uppercase letters and a bold heart design. It was the first instance where the word love was replaced with the image of a heart, and it’s one that’s been greatly imitated years after its conception.

The logo was part of an overall campaign commissioned by the New York State Department of Commerce. The department wanted to promote tourism and shine a more positive light on the city and the state as a whole.

New York City wasn’t always this shining destination full of hope and possibility. It had its dark times, and this logo was the first step in changing perceptions and aligning the state as a positive place to be.

This logo design is iconic. It’s a simple, straightforward and stunning design that captivates and inspires. It changed perceptions, brought communities together and shaped the history of tourism in the state of New York.

This exciting emblem shines. It is an unforgettable design that combines a history with a passion for the future. And the impact is tangible — you can see it in the number of brands and entities that have tried to use it as their own.

The stacked nature makes it easy to place across mediums, meaning it has an even greater exposure than other logo designs. This doesn’t just sit on a website or in social media images. It’s seen everywhere — on t-shirts, hats mugs and more. And all of these materials invade the daily lives of so many people, making this logo impossible to ignore.

I Love NY is a symbol of hope, happiness and the pursuit of the future.

Design Rush

Written by

A Digital Destination to Inspire Creativity and the Discovery of Marketing, Design & Technology Trends

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade