I Heart New York - The Remix

Friday, June 01, 2012

The Cuomo administration wants to rebrand the iconic I ♥ NY logo. Capital New York editor Tom McGeveren and Donna Quadri-Felitti, a professor of hospitality and tourism management at NYU, discuss the history of the logo, how we brand our city and state, and the tourism industry today. Listeners: What do you make of the logo re-mix? What would you put in the middle of I [[Blank]] NY? Let us know!


Tom McGeveren and Donna Quadri-Felitti

Comments [65]

Judy Stadt from Spring Valley, NY


Jun. 03 2012 08:14 AM

To set the record straight: Onr of your guests on this segment was uninformed about the original campaign. It did not begin as a NYC promotion and then expanded to include the rest of the state. Quite the opposite. The original ad featured scenes throughout upstate and Long Island with actors pronouncing "I'm from (other states or regions), but I LOVE New York.". The last scene was in Lake George with the actor saying he was from Brooklyn - still loving NY. The NYC component of this coordinated campaign appeared next and featured casts from Broadway shows, ending with Frank Langella saying "I love New York . . . especially in the evening!". Two spectacular commercials that kicked off decades of award-winning NYS campaigns.

Jun. 02 2012 09:25 AM
Victor Stabin from Jim Thorpe PA

I thought of this one over 20 years ago and find it hard to believe it never popped up anywhere.


The third time you say it with love.

Jun. 01 2012 11:14 PM
Paul Harrington


Jun. 01 2012 12:31 PM
Nancy bruning from New York

I WALK NY--use the walking person symbol on our traffic lights. Of course this would be pronounced "I WAWK New YAWK."

Jun. 01 2012 11:16 AM
ShirleyVet from Upper East Side

I DIG NEW YORK, the Dig can be a spade in a heart, accepting the double meaning of dig. At all times there is someone digging up the city while another 'digs' that New York never sleeps.

Jun. 01 2012 11:15 AM
Sam Leopold from Rockland

I like "I AM NY"
Because it is the cultural center of the world. Have a phone app for anyone to use to put their picture into the logo. Then have a donation function that lets them receive a t-shirt of the logo with them in it for donating to their favorite NY cultural experience.

Jun. 01 2012 11:01 AM

We have removed a comment. Please remember to stay on topic, be civil, and be brief.

Jun. 01 2012 10:55 AM
Elaine epstein






and take them all from there. Keep the tune. Keep the heart and use it for punctuation.

Jun. 01 2012 10:39 AM
n from westchester

I would put a "$" sign because:
I pay 20,000+ taxes,
my unemployed college grad son lives with me and
I am working at 70 years old.

Jun. 01 2012 10:38 AM
Fred Derf

Ditto Steve & Lynn - Dollar sign inside a red circle with a line through it: I can't afford NY.

Jun. 01 2012 10:36 AM
Hugh Chatfield from LES

I THINK (Graphic sillhouette of brain logo) NY

Jun. 01 2012 10:32 AM
Nyles from Manhattan

Let's face it, the "I Heart NY" slogan isn't about NY State. That slogan is about NYC. It should be "I heart NYC".
Seriously, who travels from Europe, Asia, or even Kansas, to come to Albany? :-)

Jun. 01 2012 10:31 AM
JMS from Brooklyn

NY ♥ $$$

Jun. 01 2012 10:31 AM
Jan from NYC

If it needs to be changed perhaps "I LIVE NY" and leave the heart but add
a vibration to it.

Jun. 01 2012 10:30 AM
Lucy from usa

I Seek And Find in New York

Jun. 01 2012 10:29 AM
Joan from Brooklyn/Woodstock

revised: I [icon of oil/gas well with circle around it and slash mark over it] NY. Would read I [no frack] NY. Now that would preserve tourism throughout the state.

Jun. 01 2012 10:27 AM
Alina from New York, NY

I *breathe* NY

Jun. 01 2012 10:26 AM
Mike from Brooklyn

Replace the noun with the verb that describes what you do with the noun.
Pizza = Eat
Wine = Drink
Central Park = Play

Jun. 01 2012 10:25 AM

I ART New York!

Jun. 01 2012 10:25 AM
Roberta Sutton from The New School

I #OccuptNY
: )

Jun. 01 2012 10:25 AM
foodaggro from Brooklyn

This is incredibly irritating and just plain stupid. None of these ideas can even come close to the original. It just sounds like a bunch of putzes sitting around blurting out whatever comes to mind. Not very creative.

Jun. 01 2012 10:25 AM
Jimmy from St. John, USVI

"Heart" of NY

Jun. 01 2012 10:25 AM

The Mayor Bloomberg version:

A silhouette of a man running, which would read: I RUN NEW YORK

Jun. 01 2012 10:25 AM
Devorah Raice

I [thumbs up] NY.
I think it's such a universal symbol for like that everyone will get it...Might be too similar to "I love NY" though.

Jun. 01 2012 10:24 AM
Dash from Hell's Kitchen

I Kiss NY? A nicely designed pair of lips? Sex up the heart-- maybe the bow lip could echo the original...

Jun. 01 2012 10:24 AM
Amy from Manhattan

There are already T-shirts doing this. I've seen them w/a basketball or a skateboard in place of the heart, & more I can't think of right now.

How about putting the place *before* "NY"? "I <3 Dia/Beacon NY"

For shopping NY, how about a shopping cart--or a credit/debit card?

Jun. 01 2012 10:24 AM

I $ can't afford NY

Jun. 01 2012 10:24 AM
Benjamin Marcus from Upper East Side

I @ NY - which suggests both the virtual, computer, twitter, email space as well as being "I('m) AT New York - (I'm going to be there).

Jun. 01 2012 10:23 AM
Christopher Peifer from NYC

Here's a link to my submission, Brian:

Jun. 01 2012 10:23 AM
Lynn from Brooklyn

I already spend most of my tourist money in NY city/state but anyway... the re-designs of the "I heart NY" logo I have ever seen that worked are as follows.

"I can't afford to heart NY" (my favorite)

"I still heart NY"

"I bomb NY" (graphic of little bomb for graffiti artist)
"I bike NY" (graphic of bikes)
"I skate NY" (graphic of skate board)

Jun. 01 2012 10:23 AM
rj from prospect hts

Has anyone bothered asking the brilliant Milton Glazer, whose idea the heart was to start with? The whole point is its simplicity and meaning--the idea of replacing the heart doesn't work--it's the simple meaning of the image as a word that works.

Jun. 01 2012 10:22 AM


Jun. 01 2012 10:21 AM
Lily from NYC

I (silhouette of ny state) NY

Jun. 01 2012 10:21 AM

How about a thumbs-up symbol, kinda like the Facebook one?

Jun. 01 2012 10:21 AM
Jaime Vinas from Tribeca

I hope this was a pro-bono campaign. Otherwise this was a waste.
Rehashing other successful ideas is not creativity.

Jun. 01 2012 10:20 AM
Jay F.

Why "I" *** NY?
I think the idea is to come up with a new campaign.

Jun. 01 2012 10:20 AM

Another reason why it should be I 'Bike' NY is to promote the new Bike Share program that is coming to New York!

Jun. 01 2012 10:20 AM
paula Heisen

You can leave the heart icon, and put icon of activity within it.

Jun. 01 2012 10:20 AM
Tom Crisp from UWS

If we're to have a new campaign, it should be wide open, not a bastardization of a great old one. This is totally a "think inside a very small box" notion.

Jun. 01 2012 10:20 AM
lisa d

how about:"i (peace symbol) new york". it says, "it's safe here, come on over...."

Jun. 01 2012 10:19 AM
azmuch from BK

I walk NY

Jun. 01 2012 10:19 AM
Tom Crisp from UWS

If we're to have a new campaign, it should be wide open, not a bastardization of a great old one. This is totally a "think inside a very small box" notion.

Jun. 01 2012 10:18 AM

or how about that construction worker image of the guy with a shovel and just add some chains and a whip: I work-my-butt-off in NY.

Jun. 01 2012 10:18 AM
heidi from Forest HIlls

I $ NY

Jun. 01 2012 10:18 AM
Joan from Brooklyn/Woodstock

I [drawing of gas/oil well] NY. Since fracking will irreparably harm NY tourism.

Jun. 01 2012 10:18 AM
Jennifer Ward from Westchester

Look how effective and fun this is-everyone thinking about what they love about New York and distilling it into a symbol. Forget the grammar-this is brilliant!

Jun. 01 2012 10:17 AM
Bonn from East Village

I can't draw, but I can describe: A gun with a big X thru it - to say that NYC is safe and we have gun control. (very retro.)

Jun. 01 2012 10:17 AM
Brendon from New York State of Mind

I [Staten Island Ferry] New York.

I [Finger Lakes] New York.

I [Syracuse U. mascot Otto the Orange] New York.

I [NYC taxi] New York.

I [No. 1 train] New York.

I [Brooklyn Bridge] New York.

I [Rochester Lilacs] New York.

I [Niagara Falls] New York.

I [Adirondacks] New York.

More will follow, I'm sure...

Jun. 01 2012 10:17 AM
carolita from nyc

I (supersize cup of soda) NY.
I (insulin shot) NY.

Jun. 01 2012 10:17 AM

I "facebook logo" NY

Jun. 01 2012 10:17 AM
Anna from Brooklyn

Why do we continually devalue designers in this day and age? These signs make NO sense, and reduce what was a cultural rallying cry into a frickin' reductive joke. Can't we come up with something better than rehashing remakes these days?

Jun. 01 2012 10:17 AM
Lamar from Harlem

The rent is too "Damn High" in New York

Jun. 01 2012 10:16 AM
Karen from NYC

I meant I (-: NY! (But I do heart WNYC)

Jun. 01 2012 10:15 AM
RobertHA from NYC

I can't believe you're wasting time on this. What is that woman talking about? Blah blah blah. WHAT!!

Jun. 01 2012 10:15 AM
Truth & Beauty from Brooklyn

First of all, as Brian pointed out, the heart represents a verb. If one can find a suitable representation of a verb, then I suppose the heart can be replaced, but this is like a giant game of Mad Libs and it seems stupid to want to replace the heart, which represents LOVE, with another, less appropriate verb.

Perhaps the format should be "I [heart]" and then a picture of something in NY that someone loves, with, maybe that picture over the letters NY.

Secondly, why would someone want to replace something so successful? Change is only good when it improves things. Change for the sake of change is pointless.

Jun. 01 2012 10:14 AM

how about one for the tourists: an image of a balled up wrapper and crumbled empty can - I trash NY!

Jun. 01 2012 10:14 AM


Jun. 01 2012 10:14 AM
brooklynmom78 from brooklyn

Ideas: a heart with a dagger through it 2) vampire teeth 3) $ 4) a clenched fist (read that how you will)

Jun. 01 2012 10:14 AM
lcruz from brooklyn

this is the dumbest idea ever, I Love <3 NY is perfect, is like trying to reinvent the wheel.

Jun. 01 2012 10:14 AM
Karen from NYC

I (-: WNYC

Jun. 01 2012 10:14 AM

I (so glad the Olympics are not in) NY

Jun. 01 2012 10:13 AM
Milo from Hobokoen

If Cuomo is worried about "jobs, jobs, jobs," he should actually HIRE a designer.

Jun. 01 2012 10:10 AM
jay colvin

are you going to get Milton on the line?

Jun. 01 2012 10:10 AM
fuva from Harlemworld

Most of these will not make grammatical sense.

Jun. 01 2012 10:08 AM

Leave a Comment

Email addresses are required but never displayed.

Get the WNYC Morning Brief in your inbox.
We'll send you our top 5 stories every day, plus breaking news and weather.