The City of New York gets a post-pandemic rebrand, reworking I ❤ NY

Founders unveils a new city-wide campaign with 30 uniquely New York symbols – the first city to be represented with its own set of official emojis.

Date
21 March 2023

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I ❤ NY, one of the most iconic logos ever created (first sketched by Milton Glaser in the back of a taxi in the 70s), has been reworked in a new campaign from Founders. The new slogan swaps out ‘I’ for ‘We’ in effort to reflect the collective spirit of the city following the pandemic – it also departs from Glaser’s original design with a sans serif typeface, and a 3D graphic heart. The logo is unveiled in a campaign rolled out across all five boroughs in New York on TVC, OOH, digital OOH, online and print.

The central concept behind the campaign is centring New Yorkers and community, so Founders asked a selection of locals to visualise what NYC means to them. The result is a collection of wild posters from the agency network By The Network, which can be found printed across the city. Founders is also inviting New York artists to submit their own posters, making the collection ongoing.

A major element of the campaign is the selection of emojis developed by Founders, harnessed for their ability “to transcend language and cultural barriers”, a release explains. It’s a landmark moment for New York, as Founders states the capital is the first city to be represented with its own set of emojis. A folded pizza slice, bagel (lox, of course), Yankees cap, and hot dog stand are among some of the familiar symbols chosen by Founders, soon to become official emojis. New Yorkers can request additions to the collection, which will be developed each week of the campaign, before concluding in May.

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Alan Wesley: NYC Watching (Copyright © Alan Wesley, 2023)

“Being able to work on a campaign for the most iconic city in the world is thrilling and I cannot be more proud that Founders is part of this historic moment. There was so much collaboration to bring this to life – from local NYers to global artists – and to now see it all around NYC has been incredible to experience,” shared founder and COO of Founders Tanya De Poli.

The campaign launched across Times Square billboards and executions in The New York Times, Wall Street Journal, The New Yorker and New York Magazine.

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Lucas Fernandez: Next stop NYC (Copyright © Lucas Fernandez, 2023)

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Founders: City of New York, We ❤ NY (Copyright © Founders, 2023)

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Founders: City of New York, We ❤ NY (Copyright © Founders, 2023)

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Founders: City of New York, We ❤ NY (Copyright © Founders, 2023)

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Founders: City of New York, We ❤ NY (Copyright © Founders, 2023)

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Faye Larkin: The NYC Touch (Copyright © Faye Larkin, 2023)

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Ezequiel Rivadeneira: Hands of Liberty (Copyright © Ezequiel Rivadeneira, 2023)

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Copyright © Manya Scheiss, 2023

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Copyright © Manya Scheiss, 2023

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Founders: City of New York, We ❤ NY (Copyright © Founders, 2023)

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Founders: City of New York, We ❤ NY (Copyright © Founders, 2023)

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Alan Wesley: Happy to serve you (Copyright © Alan Wesley, 2023)

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Founders: City of New York, We ❤ NY (Copyright © Founders, 2023)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating from the University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, Indie magazine and design studio Evermade.

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