New “We ❤️ NYC” Marketing campaign Misses the Mark
“If it ain’t broke, don’t repair it,” mentioned nobody within the cohort of New York State and Metropolis decision-makers who launched the brand new “We ❤️ NYC” design on Monday, March 20. Partnership for New York Metropolis Basis, a nonprofit composed of enterprise leaders and organizations, unveiled the emblem as a part of the marketing campaign to encourage civic engagement and volunteerism all through the 5 boroughs. Organizers have succeeded in uniting New Yorkers, inspiring settlement throughout the boroughs that the brand new design is terrible.
“New York Metropolis enjoys the best focus of various expertise on the planet,” Partnership for New York Metropolis Co-Chair and Pfizer CEO Albert Bourla mentioned in an announcement. “This marketing campaign intends to channel the vitality and sources of hundreds of thousands of New Yorkers into initiatives that reaffirm that we’re the most secure, cleanest, most vibrant metropolis on the planet.”
The model mark updates the enduring “I ❤️ NY” design Milton Glaser created between 1975 and 1976. For a lot of New Yorkers, the financial hardships skilled early in the course of the COVID-19 pandemic, particularly within the months when NYC was nonetheless the epicenter of the virus, introduced forth recollections of the monetary disaster within the ’70s. William S. Doyle, then the deputy commissioner of commerce for New York State, had commissioned Glaser’s brand for a tourism and branding marketing campaign launched in 1977 to encourage New Yorkers as the town almost skilled chapter in 1975. Equally, the “We ❤️ NYC” marketing campaign hopes to encourage a “post-pandemic resurgence of the town and its neighborhoods” by completely different initiatives and partnerships with numerous NYC departments akin to Parks, Sanitation, and Small Enterprise Providers.
Advertising and marketing government Maryam Banikarim and others main the marketing campaign sought permission from the New York State Division for Financial Improvement (Empire State Improvement) — which controls the unique “I ❤️ NY” and “We ❤️ NYC” emblems — for the redesign. They determined to alter the “I” to a “We” and focus the marketing campaign solely on NYC. Banikarim advised Hyperallergic that the up to date brand is supposed to stay alongside the enduring unique and particularly tackle the town.
“It is a second for we, not I,” she mentioned. The advert company, Founders, prompt changing the flattened coronary heart into an emoji to replicate a contemporary age, and designer Graham Clifford lifted the brand new lettering from the typography the Metropolitan Transportation Authority makes use of for subway signage.
Reactions on Twitter vary from shocked and confused to angered. Many surprise why the state would permit the design change when the unique works simply fantastic. LA-based visible artist Dewey Saunders replied that the emblem was “actually the worst design I’ve ever, ever seen,” whereas one other Twitter consumer mentioned the design had “zero swag.” Politics reporter Grace Segers famous that “We ❤️ NYC” might have been made utilizing Microsoft Paint. Some expressed issues with the readability of the brand new square-formatted design, pointing out that viewers might interpret the textual content as as “We NYC ❤️.”
Nevertheless, author and reporter David Colon reminded Twitter customers that nothing is extra lovely than New Yorkers uniting towards dangerous artwork or graphic design. Colon wrote, “It’s the primary day of spring, and everybody in New York is getting collectively to throw rubbish on the WE NYC HEART brand prefer it’s the Inexperienced Goblin.”