The most successful effort to "brand" the city came during the final moments of the city's fiscal crisis in the 1970's. Crime was rampant and, then as now, the city's coffers were empty. Businesses (and their employees) were leaving the city in droves. Fear permeated perceptions of the city, and tourism was suffering. The city had lost much of its glamorous allure, and the State of New York turned to Madison Avenue for help. The state commissioned the ad agency Well, Rich and Greene and graphic artist Milton Glaser to develop a campaign, and the "I love NY" slogan was born. Its goal: to promote tourism.
Launched in 1977, the "I love NY" design became one of the most recognizable logos of any city in the world. The campaign was so successful it was plastered on everything from coffee mugs, to buttons, to bumper stickers. John Lennon and other boldfaced names have all been famously photographed wearing T-shirts emblazoned with the slogan, and the state still sells official "I Love NY" merchandise today.
New York Loves Its Trademark
New York officials show no mercy in their bid to protect the "I ♥ New York" logo. The trademark, supplied free of charge by graphic designer Milton Glaser in 1976, helps beckon 140 million tourists to the Empire State each year. As others tried to tap the design over the years, state legal eagles have filed close to 3,000 trademark objections.
Apparel company 4 KAMM International is incensed at New York's pending effort to halt the use of "I ♥" SF, Las Vegas, and Paris on everything from bumper stickers to calendars. Last year, New York shut down "I ♥ Yoga" T-shirts produced by a Florida Bikram yoga outfit. And in October, the U.S. Trademark & Patent Office is expected to hear a case filed by Michael Stewart, a clothing designer in Raleigh, N.C., challenging New York's opposition to "I ♥ NC."
Lawyers say Stewart's case is stronger than most because of coloring differences and a change in the heart's look. New York says this is about protecting a logo, not upping licensing fees, which totaled $900,000 in the past five years. "We aren't in the business of taking apologies," says Jonathan Faber, a lawyer at Collins, McDonald & Gann, which represents the state.
New York officials show no mercy in their bid to protect the "I ♥ New York" logo. The trademark, supplied free of charge by graphic designer Milton Glaser in 1976, helps beckon 140 million tourists to the Empire State each year. As others tried to tap the design over the years, state legal eagles have filed close to 3,000 trademark objections.
Apparel company 4 KAMM International is incensed at New York's pending effort to halt the use of "I ♥" SF, Las Vegas, and Paris on everything from bumper stickers to calendars. Last year, New York shut down "I ♥ Yoga" T-shirts produced by a Florida Bikram yoga outfit. And in October, the U.S. Trademark & Patent Office is expected to hear a case filed by Michael Stewart, a clothing designer in Raleigh, N.C., challenging New York's opposition to "I ♥ NC."
Lawyers say Stewart's case is stronger than most because of coloring differences and a change in the heart's look. New York says this is about protecting a logo, not upping licensing fees, which totaled $900,000 in the past five years. "We aren't in the business of taking apologies," says Jonathan Faber, a lawyer at Collins, McDonald & Gann, which represents the state.
Interview with Milton Glaser discussing the I Heart New York campaign and other aspects of his life.
"Oh, I was thrilled, I couldn’t have been happier. But you see, I realized I had to be resourceful—not just to do the work, but to get it distributed throughout the system."
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