It doesn’t say ‘Welcome,’ it yells “STOP.”
?). The logo designer’s rule of thumb for such a project is to make only changes that are modest, nuanced, and incrementally revealed to the public to avoid causing confusion and shock.But the “We ❤️ NYC” logo was introduced as a full-page advertisement in Monday’s New Yorkand then at a press conference in Times Square, a full-blown assault on our senses.
As an art director, I see two main elements in this logo. One is impossible to consider without the other. First, the type. This year’s iteration is not meant to replace Glaser’s original — “We ❤️NYC” is attached to a marketing campaign for the city, while Glaser’s was for the state of New York decades ago. But its typographic vocabulary, which attempts to be current and contemporary, does not complement the original.
Paul Rand, one of America’s most esteemed mark makers , asserted that a logo is more or less 20 percent idea and 80 percent refinement. This new iteration turns the equation upside down. Even the original that Glaser roughly sketched on a napkin was better defined — and more eloquent. A better homage to his design would have been to leave it alone.
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