New York Redesigns Its Iconic 'I ♥ NY' In Latest Campaign

New York is changing its iconic “I♥ NY” logo to “WE ♥ NY” tobetter represent the city’s identity. 

The redesign was launched by The Partnership for New York City, developed by Founders agencyand announced at a press conference hosted by Governor Kathy Hochul and Mayor Eric Adams in Times Square. 

The original “I ♥ NY” logo was created by graphic designer Milton Glaser and developed by Wells Rich Green in 1977 as a was a way to boost tourism in the state of New York.  

Upon launch, it was quickly adopted by the city, becoming a hit among New York tourists and a prominent target of counterfeiters that would eventually make the design popular worldwide. 

Now after 46 years, the city has decided to change the logo in an effort to represent “a community driven by ‘we’ not ‘me’ and is diverse, universal and inclusive, appealing to all age groups and ethnicities.”  

“Being able to work on a campaign for the most iconic city in the world is thrilling and I cannot be more proud that Founders is part of this historic moment,” Founders’ COO Tanya de Poli shared. “There was so much collaboration to bring this to life – from local NYers to global artists – and to now see it all around NYC has been incredible to experience,” she added. 

The “WE ♥ NY” campaign also launched a 30-second ad commercial that highlights some of the reasons people love New York City, using the phrase “We love...” to drive its key message. 

“We love that “Don’t Walk” is just a suggestion,” said one person in the video. “We love a $1 slice,” said another.  

The “WE ♥ NY” campaign have also blasted its logo makeover withprint ads in the New York Times, the Wall Street Journal, the New Yorker and New York Magazine. Times Square Billboards have also lit up showcasingthe new design.