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Milton Glaser: A Simple Design That Shaped an Entire City

In a taxi cab on the way to a campaign concept meeting at Wells Rich Greene, Milton Glaser scribbled a last-minute idea onto the back of an envelope. It read: “I ♡ NY.” Little did he know that three letters and a shape would become one of the most powerful, recognized and beloved logos of all time.

Although the agency was trying to come up with a campaign for New York state, “I love NY” would become internationally associated with New York City. In the aftermath of 9/11, Glaser’s logo made a comeback in the name of patriotism, as people rallied behind it in support of the shaken city.