Sometimes the simplest things are the best – as with the creation of the I ♥ New York logo in 1977 by Milton Glaser.
Hired by Wells Rich Greene, Glaser was commissioned to create a logo to promote the marketing of the city. Since it was a short-term project, Glaser did the work for free.
He based his idea on CJAD, a radio station tagline from the city of Montreal, which was Montreal the city with a heart.
The simple iconic image was an immediate success – featuring the simple sans serif font of American Typewriter in black with the red heart in a box with a white background.
Adorning t-shirts, mugs, and endless advertising for the city of New York, the logo soon became a representation of the state too, and is used to this day. Glaswer’s original sketches and designs are now part of the permanent collection of the NYC’s Museum of Modern Art.
I ♥ New York is also a widely-recognized example of successful tourism brand marketing that has stood the test of time (and endlessly copied).