The story behind the logo.
The most successful effort to “brand” the state of New York came during the final moments of the state’s fiscal crisis in the 1970′s. Crime was rampant and, then as now, the state’s coffers were empty. Businesses (and their employees) were leaving in droves. Fear permeated perceptions of the state, and tourism was suffering. New York had lost much of its glamorous allure, and the state of New York turned to Madison Avenue for help. The state commissioned the ad agency Well, Rich and Greene and graphic artist Milton Glaser to develop a campaign, and the I [heart] NY slogan was born. Its goal: to promote tourism.
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