Why Milton Glaser’s Iconic “I [Heart] New York” Worked

Glaser scrawled the first draft of the logo in the back of a cab, in 1976, red ink on a scrap of envelope; the sketch is now, fittingly, in the possession of the Museum of Modern Art. He made it for a marketing campaign for New York State, in 1977, which was a tricky moment for the city in particular—it didn’t seem very lovable. In the final design, the typeface is American Typewriter, friendly and approachable, with a cartoonish cast (notice the rounded bent knee of the “N”) that was Glaser’s signature, as if he anticipated the logo’s ascendance as kitsch. – The New Yorker

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