The [Heart] of the Matter

Nancy Friedman
7 min readMar 23

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. Find me on Twitter, Mastodon, and Instagram (@fritinancy) and in the San Francisco Bay Area.