More than 50 years ago, designer Milton Glaser created the legendary 'I love NY' logo for an advertising campaign for the city's tourist office. Now, the city has launched a new campaign that, although reminiscent of its predecessor, this time is not liking all New Yorkers.

With this initiative, the authorities of New York want to boost tourism after the pandemic and, for this, they wanted to give a new air to the mythical Glaser logo to put it in the plural and make it more inclusive and better represent the character of this cosmopolitan city. So this new campaign has as its logo 'We love NYC' and includes a new design, more modern, of the mythical heart that replaces the 'love' visually.

The 'Washington Post' has collected some negative reactions from New Yorkers to learn about the new logo that seeks to promote the city. Many are against this change both for its meaning and for its design. According to the media, well-known figures in the city such as the writer Cindi Augustine have described as "ugly" the new design of the heart that is part of the logo, while his partner Benjamin Liong Setiawan, also a writer, says he "hates" it. "If they wanted to do something, they should have gone in a completely different direction instead of trying to update a classic," adds the latter.

Among ordinary citizens, reactions have not been long in coming. In social networks there are many citizens who have shown their rejection, ensuring that the new logo of New York is "so bad that no one will visit the city now" or ensure that the message in singular is much "more powerful" than in plural.

According to The Trust Project criteria

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  • New York
  • United States