The Washington PostThe Washington Post

New Yorkers bond over new city logo: They hate it

By Natalie B. Compton

22 Mar 2023 · 3 min read

Editor's Note

"We ❤️NYC" is bringing New Yorkers together, but not the way organizers intended. Reactions to the new logo have ranged from indignation to embarrassment, The Post reports. Surely someone likes it?

In the 1970s, graphic designer Milton Glaser brought a New York State tourism advertising campaign to life with his I (Heart) NY logo, changing souvenir shops forever. About 50 years later, a new ad campaign is trying to leverage some of its magic, with a few changes - and it's rubbing New Yorkers the wrong way.

"It's not just a slogan," New York Gov. Kathy Hochul addressed the crowd at the campaign's Times Square press conference introducing "We (Heart) NYC" to the public with a big We (Heart) NYC sticker on her lapel. "It's a spirit."

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