It is More than a T-shirt!

Capital I, followed by a red heart symbol, below which are the capital letters N and Y, set in rounded slab serif typeface called American Typewriter is pride for a tenacious community.

Before 9/11, before the 80s, about the time that everyone owned a TV, the lights of The Great White Way, Broadway, they were fading. Live entertainment became the business of taping a variety show. New York City was no longer a destination.

It was more than a campaign.

It became a slogan!

It was a pro bono gig.

The genius of Milton Glaser along with Bobby Zarem volunteered their graphic design talents because they expected the campaign to last only a couple of months, waving the rights to royalties, and in hindsight the simple design is worth millions and more. The innovative pop-style icon became a major success.

1977 Deputy Commissioner Doyle, aware of the increase in crime and the welfare burden all of which reached a nadir in the city's fiscal crisis of the 1970s. New York City needed the revenue and ‘I (heart) NY,’ the logo, a rebus, became the icon, the pulse, the positive affirmation, the ID.

The simplicity is its beauty.

Everybody sing!

“If I can make it there, I’ll make it anywhere. Come on come through, New York, New York.”