I Love New York (advertising campaign)

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I Love New York ( German  "I love New York" ) is both the slogan and the name of the marketing campaign of the state of New York and especially of New York City .

history

In the 1970s, New York State's Department of Economic Development hired Madison Square- based advertising agency Well, Rich & Greene to develop a marketing campaign aimed primarily at stimulating tourism. The city of New York was known at the time as a stronghold of violent and drug crime - during a power outage in 1977, widespread looting took place, resulting in around 4,500 arrests. After the slogan had been agreed, the graphic designer Milton Glaser invented the matching, now world-famous logo in 1975 on a taxi ride through Manhattan . Glaser himself did not believe that the campaign would be a lasting success and did not take a fee for developing the logo. In addition, a matching jingle was composed by Steve Karman , and the actor Frank Langella was hired for commercials .

The campaign started in 1977. The logo was distributed on posters across the city and the campaign was supported by TV spots.

Ten years after the campaign started, New York State trademarked the logo and began issuing licenses to companies in 1994. In 2011 license income alone amounted to 1.83 million US dollars , and the state earns more than 30 million dollars a year from products with the logo. The merchandising portfolio now includes a wide variety of products, from traditional T-shirts and stickers to coffee mugs and our own range of perfumes. The logo is particularly popular in Italy and Japan .

The logo consists of the letter “I”, followed by a red heart and finally “NY” in the American Typewriter serif font .

According to Glaser, the success of the logo is primarily due to the fact that it is a rebus , so the reader has to put the meaning together independently. The red heart in turn evokes emotions in the reader, comparable to emoticons of the Internet age.

The envelope with the first draft is now in the possession of the Museum of Modern Art .

Sources and web links

Individual evidence

  1. ^ A b c d Daily Telegraph, February 7, 2011
  2. ↑ Interview with Milton Glaser. bigthink.com, accessed December 11, 2012 .
  3. ↑ Chipp Kidd talks with Milton Glaser. Out: The Believer. September 2003 ( online )
  4. ↑ Glen Bain: “I love New York” iconic tourism logo raking in millions in licensing fees for state. From: New York Daily News. September 15, 2011 ( online )
  5. ^ I (Heart) NY concept sketch. Museum of Modern Art, New York, accessed December 10, 2012 .