These New Yorkers Hate the New ‘We ❤️ NYC’ Logo

“So bad!” one person wrote.

“If there’s going to be a riot in NYC, this will be over.” wrote otherwise.

Another person posted: “This is really the worst design I’ve ever seen.”

Just hours after the new “We ❤️ NYC” logo was revealed on Monday, the reaction on Twitter – and beyond – was not only negative but brutal.

Design is part of a campaign to “cut off division and negativity” accompanying the pandemic, according to Kathryn Wylde, president and chief executive officer of Partnership for New York City.

The logo is based on the “I ❤️ NY” logo, designed by Milton Glaser for a 1977 campaign to promote tourism in New York State. At the time, the state was in the midst of an economic crisis, with a high unemployment rate. Commercial and print ads in “I ❤️ NY” campaign are highlighted nature And culture in New York State, from Niagara Falls to Broadway, while promoting tourism and resort businesses.

This new campaign is specifically targeted at New York City – hence the C – and Graham Clifford, designer and art director who oversaw the new logo, said the idea was to “make it up to it.” more modern features”.

Mr. Clifford used a font that mimics the font on the subway sign, he told Times reporter James Barron. “The subway system is the lifeblood or beating heart of the city,” he said, adding that “you can have people on Wall Street sitting next to construction workers. It’s a place where you can bring people together and we’re aware of that.”

An admirable intention, to be sure. However, the actual design has outraged some.

Rafi Schwartz, a writer and co-owner of the Discourse Blog, writes succinctly but philosophically, posting: “This is bad on every conceivable level and on some levels exists beyond human awareness.”

Is that a sans-serif font? Is it the fact that the stacked characters don’t align? Is it the shade of the heart for a holographic illusion? Is the heart floating both to the right and above the text? Is it… everything?

The Kid Mero, a comedian, cultural commentator and TV and podcast personality who was born in Washington Heights and raised in the Bronx, finds geometry uncomfortable.

As a “scrabble kid”, as he puts it, he used to add an extra ‘E’ to the end of Mero just for symmetry, so his “unbalance” got him messed up, he said, using some unprintable stuff. language. “I don’t go to Pratt, I don’t know the terminology, but it looks and feels wild deviant?”

Tag Hartman-Simkins, Brooklyn resident and design director at, wrote on Twitter that the design was “feedback to the ground.”

When contacted by email, Mr Hartman-Simkins added: “I can’t imagine anyone with a background in graphic design would do it without a committee of pale politicians. honed its edges until they felt safe enough to announce it to the public. “

Not everyone hates the new design. Writer Michael Musto, a native New Yorker with a keen eye, came up with the iconic “Thumbs up”.

“Even at its worst, NYC is better than anywhere else,” he said. “I am a true New Yorker who has been here all my life and will never leave, so I support any affirmation by the group and I love the idea of ​​using the subway font. And you couldn’t be more inclusive than that ‘We’.”

Some people care less about design and more about what the city is prioritizing.

In response to a Twitter post about the new logo, Ah-Niyah Gold, a born and raised New Yorker, owns a public relations firm, Written, “Can we worry about the rent problem?!!” in a nod New York City’s Current Housing Crisis.

Then there are those who decide to solve the problem on their own.

Mary Wagner, a copywriter, art director, and social media strategist living in Brooklyn, came up with the idea of ​​reimagining the logo “very quickly,” replacing “We” with “RATS.” .

Reached by direct message on Twitter, she said that the clothing lines New York or Nowhere and OnlyNY “are thought of as examples of brands that are creating images that define NYC and its personality.” in a way that’s not entirely offensive to the people who live there. This.”

Ryan McGinness, a good artist whose work is influenced by logos, typography, and pictograms, also reinvents the logo itself — directly inspired by Milton Glaser, the dead in 2020.

“Instead of hating on other people’s work (and I think there’s a lot of hate about that new ‘We Love NYC’ logo), let me take on the challenge of creating what I think is a prize. better method,” he wrote in a text message. “It’s not broken, so don’t fix it. Instead, build on it.”

Mr. McGinness provided a free version of his logo to New York City, with the bold reference line “Seinfeld”: “You can have it, NYC. I don’t even want anything for it. OK, maybe dinner at Mendy’s. But a soup and a sandwich doesn’t count as a meal!”

visual artist Marilyn Minter, who has lived in New York City since 1976, refused to consider the aesthetic of the new logo in an email and redirected his energy to the city itself. “Overall I fully support anything that brings New Yorkers together,” she wrote. “I think this is a special place.”

And indeed, the logo has inspired close friendship and unity among hundreds of people on Twitter, most of whom hate it. However, Ms. Minter was diplomatic: “This is a great city trying to be even better. I❤️Nyc.”


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