The [Heart] of the Matter

Nancy Friedman
7 min readMar 23, 2023

In 1976, New York designer Milton Glaser sat in the back seat of a taxi and arranged three capital letters and a stylized red heart into one of the most effective slogans in contemporary branding history.

“I [Heart] NY” is a trademark of Empire State Development, a New York State agency.

The following year, the Wells Rich Greene advertising agency used the logo —or rebus, if you prefer — in a campaign to promote tourism throughout New York State. The campaign was intended to last only two months…

--

--

Nancy Friedman

Writer, name developer, brand consultant, idea-ist, ex-journalist. @fritinancy on Mastodon, Instagram, Bluesky, Threads, and elsewhere.