They do not lack reason. The health crisis has been especially bad for the Big Apple, which has not yet recovered its rhythm, unlike other large cities where the confinements have had lighter consequences. Right next to T.Imes Square, which in its day was the largest restaurant in the Friday’s chain, is still looking for a tenant, as are countless other premises in the heart of the financial capital that are still closed after the bankruptcy of thousands of small businesses and the closure bars, cafeterias and large franchise stores.
The mountains of rubbish on the sidewalks no longer look like Everest and are losing height as the collection service becomes more normal, although some still look defiantly at more than one skyscraper. The City Council has created a team of special forces to end the plague of rats, but the rodents put up a fight. They are already part of the New York landscape and they are not going to easily give up the territory conquered in the pandemic. And companies want their employees back to the office, but getting to work on time is close to a miracle in a transportation system that has been overwhelmed by increased passenger demand. The City Council asks for patience. There is still a long way to go before the elections and the municipal coffers have also known better times.
For small and medium-sized businesses that live off tourism, the situation is so critical that they are now trying to revive a miracle from the past. In the late 1970s, New York was walking on the edge of a fiscal cliff, and the serial killer known as Son of Sam spread terror in the city with the pull of a trigger. Violence rates had reached all-time highs, as is the case now. In 2022, all types of crime increased, except for murder. Even so, on average, more than one violent death is recorded per day.
And so, at the end of the 70s, I LOVE NY was born, an element that sought to unite citizens to rescue the city and that over time became a world-renowned pop icon. The logo was the work of designer Milton Glaser, who got the inspiration while riding in a taxi. Now, according to the new creative team that has given the tagline a spin, “it has a more modern twist”, in line with the new challenges facing New York City. “We hope to end the division and negativity.”
According to a survey of developers, seven out of ten New Yorkers believe the metropolis is headed in the wrong direction, but are willing to volunteer to “take back their city.” In addition to the logo change, the initiative has also brought together more than 15 NGOs and churches to channel social actions.
In the words of New York State Governor Kathy Hochul, “The We LOVE NYC campaign will help capture that energy and preserve the spirit of the city by encouraging New Yorkers of all backgrounds to come together, get involved and make a positive change in their community”.
He will be successful? Many doubt it. First, because I LOVE NY is a registered trademark of the state of New York that refers to the entire region, not just the city, as the new campaign claims. And secondly, because of the billions of dollars at stake. The original logo is not only printed on countless items such as mugs, key rings or t-shirts, but it is also used in the name of businesses, in advertising campaigns, tourist promotions,… Permission to use the logo in an advertisement can cost up to 50,000 euros.
Furthermore, there are not a few who believe that We LOVE NYC is a jinxed brand. In fact, it was already used two years ago for a benefit concert in Central Park that was organized to cheer up the city by celebrating the end of the pandemic. A lightning strike, in the middle of August, forced the suspension of the concert.
