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TM by Mark Sinclair

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I LOVE NEW YORK

Milton Glaser,Milton Glaser, Inc.1975

The ‘I Love New York’ mark is so ubiquitous in New York today that it’s hard to imagine it actually being designed. Surely it has always been there, offering New Yorkers and tourists alike the chance to proclaim their love for the state? In fact, the symbol was born out of the social turbulence of mid-1970s New York, and its designer initially believed it would front a three-month campaign.

The logo originally formed part of an advertising campaign commissioned by New York State in order to increase tourism to the area, and also to raise the spirits of the city’s residents during a particularly difficult period in the state’s history. Crime rates were at an all-time high in New York City, ...

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