DesignNova is Orbit Studios’ ongoing series exploring the stories and secrets behind iconic designs that shaped the world — where creativity meets history.
When New York City teetered on the brink in the mid-1970s—plagued by financial crisis, crime, and grim headlines—a bold initiative was launched to lift its spirit and revive tourism. The state tapped Milton Glaser, co-founder of New York Magazine and a graphic design legend, to craft a visual that could rally both residents and visitors.
That “something” arrived in the form of a campaign: I Love New York. But it wasn’t the catchy jingle or the ads that left a permanent mark. It was a deceptively simple logo—three letters and a red heart.
In the back of a yellow cab in 1976, Glaser sketched the now-famous I ♥ NY on a torn envelope using a red crayon—stacking the heart between the “I” and “NY” to create a compact, instantly arresting symbol. The logo was rendered in the American Typewriter font, chosen for its warmth and informality—“a declaration of love carved in a tree trunk,” Glaser once reflected.
Despite initial skepticism over its simplicity, early testing (including displaying it on a T-shirt in Barbados) revealed immediate public love and recognition. The campaign was a phenomenon, credited with tripling tourism revenue within a year. Glaser even offered his work pro bono, hoping it would become public property—a gift to the city he loved.
Over time, I ♥ NY transcended its marketing roots to become synonymous with New York’s spirit. In the wake of the 9/11 attacks, Glaser reimagined it as I ♥ NY More Than Ever, adding a small black mark to the heart as a symbol of shared grief and solidarity.
What makes I ♥ NY extraordinary is not just the design itself, but the way it fused identity with emotion. It proved that the right symbol can capture not only a place, but a feeling.
Great design does more than communicate—it moves us. At Orbit Studios, we’re inspired by creations like I ♥ NY. Not just for their visual brilliance but for their emotional resonance. Whether it’s branding, campaigns, or storytelling, our goal is to help you create work that connects deeply and endures.
