The city unveiled a new post-pandemic brand identity.
On the rebrand, Kathryn Wylde, the President and Chief Executive of the consortium behind the rebrand said, “We’re hopefully going to be able to cut through divisiveness and negativity [of the pandemic].” She added, “We want to remind them we don’t have to maintain these divisions that have grown up between business and labor and rich and poor.”
"I Love NYC" is a powerful and iconic brand that encapsulates the essence of New York City, one of the world's most dynamic and vibrant metropolises. The brand's origin dates back to 1977 when graphic designer Milton Glaser created the now-famous logo featuring a heart symbol in place of the word "love." Intended as a marketing campaign to boost tourism and improve the city's image during a time of financial crisis and high crime rates, the "I Love NYC" brand has since become an enduring emblem of the city's resilience and allure.
Through the years, the simple yet bold design has been used in various forms of media, merchandise, and promotional materials, cementing its place as a universally recognized symbol of New York City. The brand has transcended its initial purpose, evolving into an expression of affection and pride for both residents and tourists alike. It celebrates the city's diverse and bustling environment, its rich cultural heritage, and its iconic landmarks, from the Statue of Liberty to Times Square.
"I Love NYC" has also played a significant role in fostering a sense of unity and belonging among New Yorkers, as it encapsulates the shared experiences and collective pride in their city. The brand's success lies in its ability to evoke a strong emotional connection, capturing the excitement, energy, and opportunities that the city offers.