What do you think about New York’s new tourism campaign? Editing Milton Glaser’s infamous heart with a ball or a slice of pizza? Dubious.
Of course it’s supposed to be about what these people love about New York. But the pizza replaces the love, rather than becoming its object. The object in the puzzle, when you resolve it into a sentence, is New York. (If you love lighthouses, why not replace the letters “NY” with the letters “LIGHTHOUSES”? Because that’s not what BBDO wants you to do! Also, no photographs and nothing lewd, please.)
Glaser’s design was precise, and serious brand innovators are, too. There’s a flawless internal logic to the best brand identities. The new campaign gives the I ♥ NY logo a personality disorder.
In marketing materials over many years, New York State has described Milton Glaser’s famous “I ♥ NY” logo as a rebus. It isn’t, and that’s the source of my problem.
I cringed and laughed while reading McGeveran’s take, and I agree. Big agencies like BBDO really should know better. My guess (or hope?) is that their creative department cringes alongside us, too.