The 1977 New York tourism campaign was called “I Love New York,” using the logo designed by Milton Glaser.
The campaign was created during a period when New York City faced serious financial problems and a troubled public image. The logo placed a red heart above the letters “NY,” making the message instantly recognizable on posters, T-shirts, mugs, and other souvenirs. Advertising executive Mary Wells Lawrence helped lead the broader state tourism effort.
The design became much more than a travel promotion. It turned into a widely copied visual formula, with heart symbols used for cities, countries, causes, and commercial brands around the world. New York continued using the logo in official tourism and public campaigns.
People sometimes call the logo simply the “I Love NY logo,” but the official campaign name includes the word “New York.” The heart represents the word “love,” not a literal map symbol or city seal.