The “I Love New York” campaign launched in 1977 to improve New York State’s tourism image.
The campaign was developed for the New York State Department of Commerce by the advertising agency Wells Rich Greene. Graphic designer Milton Glaser created the familiar rebus logo: a red heart followed by the letters “NY.” The design made the slogan compact, emotional, and easy to reproduce on signs and souvenirs.
New York City was facing severe fiscal and reputational problems when the campaign began, but the program promoted the entire state rather than only the city. Its visual identity became so famous that people often use “I Love New York” as though it were simply a city slogan.
The campaign’s heart symbol has been widely imitated by other places, making it one of the most influential examples of destination branding.