Smithsonian Magazine · People & society

Milton Glaser's 'I ♥ NY More Than Ever' Logo

Graphic designer Milton Glaser created a modified version of his iconic "I ♥ NY" logo after the 9/11 attacks, expressing a deepened affection for New York City.

Eight days after 9/11, Glaser's "I ♥ NY" logo appeared in the Daily News with a bruised heart, proclaiming "I ♥ NY More Than Ever." Glaser stated the tragedy made people realize their deep feelings for the city.

Glaser developed the "I ♥ NY More Than Ever" variant shortly after the attacks, feeling compelled to respond. The updated logo served as a reminder of New Yorkers' unity and enduring affection for the city.

The original "I ♥ NY" logo was created in 1977 for a New York State tourism campaign. Glaser's design, conceived during a taxi ride, became a highly successful tourism program.

The "I ♥ NY" logo, with its stacked "I ♥" above "NY," was visually strong and universally understood, akin to the world's first emoji. Glaser was a revered designer who co-founded New York magazine.

New York State holds the trademark for "I ♥ NY." Glaser faced a threat of legal action from the state for using his "I ♥ NY More Than Ever" variation.

Glaser, a lifelong New Yorker, had personal ties to the World Trade Center, having designed decor for the Windows on the World restaurant.

The "I ♥ NY More Than Ever" campaign involved distributing posters to encourage donations. Glaser also collaborated with WNYC to raise funds for antenna restoration.

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