“New York Governor Andrew Cuomo launched the campaign inviting both locals and visitors to replace the heart in the logo with another item which represents New York for them.”
Quoted from The Telegraph website.
David Lubar of ad agency BBDO (the company behind the new campaign) said the old logo had been “co-opted by literally the rest of the world. If you go to Russia, if you go to Spain, you see ‘I heart something’ and it’s lost its New York cachet. My team’s assignment was to bring new cachet back to that logo and make it mean something important.”
Milton Glaser (who designed the original logo in 1975) rightly said, “I saw one that said ‘I Pizza NY’. I don’t get it.”
Update: 01 June 2012
The campaign features two TV ads that will air for seven weeks. Here they are.
See more submissions to the campaign at http://followyourheart.iloveny.com/.
“I Love NY” Logo Getting New Look, on Channel 6 News
‘I Love NY’ campaign gets a makeover, on pressconnects.com
The logo’s heart symbol makes way for other New York sketches, on Adweek
“I Love NY” — The Doodle That Became an Icon, on NBC New York