New York launches “We Love NYC” campaign inspired by the iconic Milton Glaser’s logo

Following the three-year mark since the start of the COVID-19 pandemic, state and city officials introduced a new campaign, known as “We ♥ NYC”. The citywide initiative focuses on showcasing the strength of New Yorkers during the pandemic, encouraging civic engagement, and supporting small businesses.

The two-year campaign celebrates New Yorkers involved in community service and shares volunteer opportunities that would help speed up the city’s recovery. The city planned the following activities for the first eight weeks of the “We ♥ NYC” program: taking care of NYC parks, community cleanups, and volunteer programs at local nonprofits and city agencies. 

“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,” said 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.”

The new “We ♥ NYC" initiative is a nod to the word-famous “I ♥ NY '' logo created by Milton Glaser in the 1970s. He came up with the legendary design while sitting in a taxi on the way to a meeting. Glaser created the first sketch on the back of an envelope using a red crayon. The legendary logo still generates about $30 million a year in revenues. 

The modern twist to an iconic NYC staple received negative feedback on social media. Twitter users criticized the font of the new design and the heart placement. While the original “I ♥ NY '' symbol focused on bringing more tourists to New York City, the recently launched “We ♥ NYC” campaign aims to empower local residents and boost community involvement. 

Image credit:

We ♥ NYC

Resources:

“Mayor Adams, Governor Hochul, and Partnership for New York City Launch Citywide Civic Action Campaign: “We ❤ NYC”,” (NYC, 2023)

“New York reimagines Milton Glaser’s ‘I ♥ NY’ campaign for post-pandemic NYC,” by Aaron Ginsburg (6sqft, 2023)

“New Yorkers hilariously react to the new NYC brand campaign logo,” by Anna Rahmanan (Time Out, 2023)

“The new 'We ❤️ NYC' campaign has sent the internet into a frenzy,” by  Elizabeth Kim (Gothamist, 2023)

“We ❤️ NYC: Iconic 70s Slogan Gets Refresh Celebrating the Big Apple,” by NBC New York Staff (NBC New York, 2023)

“New Yorkers On New 'We Love NYC' Logo: We Hate It,” by Matt Troutman (Patch, 2023)