Expertise Thursdays: I Love NY Logo

The "I love NY logo" is so ubiquitous in New York today that it feels hard to imagine it actually being designed. The symbol was born in the mid-70s as part of an advertising campaign.

William S Doyle, then deputy commissioner of commerce for New York State, approached renowned designer Milton Glaser.

“I produced a typographic solution, submitted it, and it was approved. A week later, I was doodling in a cab and another idea suggested itself.” This second version was I ❤️NY, which Glaser acknowledges now was designed in “about ten seconds.”