I❤NY logo
Designed in 1977 by Milton Glaser the I❤NY logo changed the perspective of the Big Apple for the world. It is now one of the most recreated and widely distributed logos ever created.
The logo consists of 3 all-caps letters in the American Typewriter serif typeface accompanied by a red love heart. It was concieved after Glaser was asked by The New York State Department for Economic Development after a bad perception of the State was taken through the dramatic rise in crime in the 1970’s. Tourism was also at an all-time low and something needed to be changed. The idea came about in the back of a yellow cab on a scrap piece of paper and would ultimately shape his life. The envelope that bares his original sketch is now displayed in the permanent collection of The National Museum of Modern Art in New York and is probably worth a small fortune.
The pro bono logo has an accompanying 50 page brand guideline document which helps to ensure the brand stays stronger than ever. The Identity is simply genius. The contrasting red heart with the black typeface feels almost ‘fun’ which is basically the intention to help bring tourism back to New York. It also has a square version and a horizontal version that can be applied in news articles etc, the logo is the pinacle of branding and is truly inspiring to me and gives me a great appreciate for the power of a brand as now the logo generates an estimated $30 million for the State.
