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One of the many blackouts resulted in mass looting and 4,500 arrests. Homeowners even burned their buildings down to collect insurance sums and get away. Just out of NYC. That was roughly the situation when people wanted more tourists for the metropolis. You needed a really good campaign for that.
Milton Glaser scribbled the logo in a New York cab
For designing the simple but effective slogan I love NY the graphic designer Milton Glaser, who had founded the Push Pin Studios design agency together with colleagues, was commissioned. The New Yorker from the South Bronx had already founded “New York Magazine”. But Glaser did not believe in the success of the campaign for the ailing city and therefore did not take a fee.
He had previously scribbled the logo on an envelope in the Yellow Cab. In the first draft, the slogan was on the same line, but instead of the word love there was already a heart and only the initials of the city name. In principle, this purring of an emotion onto a symbol is an early form of today’s emojis.
It was only in the second draft that Glaser stacked the letters on top of one another. Today the 90-year-old admits that his inspiration for this was the “LOVE” sign published in 1970 by the American pop artist Robert Indiana, which also consists of stacked letters.
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Inspired Milton Glaser: The “LOVE” sign by American pop artist Robert Indiana in Philadelphia
Quelle: pa/Photoshot/OBIT_ROBERT_INDIANA
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For Glaser, good communication is linked to switching on his brain. I love NY , written with hearts, is an easy-to-solve puzzle for him. The I is a whole word, the heart is a symbol and NY is the abbreviation for the place. In his opinion, people love it when they can solve a problem.
But actually, Glaser still has no precise explanation for why the logo became an icon. The lettering has been copied so often that it has become an empty phrase. The designer Ayzit Bostan has consequently left out the location of the logo. There is only one left on her t-shirt I love with hearts, and everyone knows what that means.
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Has his heart in the right place: the American designer Milton Glaser in 2014
Quelle: pa / dpa / Christina Horsten
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The envelope from the taxi that was then hastily scribbled together is now in the Museum of Modern Art in New York . There is another original design by Glaser that is in a New York museum: it is the redesign of his logo after 9/11 in the Copper Hewitt Museum. Back then it was I love NY worn by many people as a sign of solidarity. It says on Glaser’s new version I love NY more than ever and there is a black mark on the heart.
The license fees of I love NY bring in about $ 30 million annually for the Empire State Development. Milton Glaser still doesn’t want any money for it, for him it’s his kind of will. A gift from someone with a heart in the right place.
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Glaser’s new version of the logo graced the front page of the New York newspaper “Daily News ” on September 19, 2001
Source: pa / dpa / dpaweb / Tim_Ockenden
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Source: WELT AM SONNTAG
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Categories News Tags America , bangkok , City portraits , city trips , designer , Manhattan , mode , new York , New York City , North America , rom , Singapore , USA