“We ❤ NYC” is bringing New Yorkers together, bonding over their disdain for the aesthetic, which is not the way organizers planned. “Corny” and “inexcusably bad in so many ways,” one Twitter user wrote. Another called it an “affront to this great city.”
Banikarim said each tweak of the logo was intentional. Graham Clifford, the campaign’s designer and art director, “came in to really fine tune the logo and has a deep legacy in design — in fact his father was a typographer,” Banikarim said.“He says the lettering of the subway is what inspired him,” she continued. “And that was an interesting thing for us because we believe the subway is the artery of the city; it’s what connects us.
The campaign’s creators wanted to swap “I” for “We” “because we believe this is the time for we and not me — or I,” Banikarim said. The emoji heart reflects the digital world we live in and use emoji as a universal language. They added the C, as the campaign is New York City focused, not a New York state initiative.Banikarim said We ❤ NYC is aimed at New Yorkers, not tourists, but Hochul acknowledged its wider impact.
“It’s a way to remind people what our $85 billion tourism industry is all about,” Hochul said at the campaign news conference. “People come here for that connection with other people, the finest restaurants in the world, the electricity, what Broadway’s all about.”There are people who aren’t offended by the new logo, though.
Banikarim isn’t surprised by the negative reactions. After 20 years in marketing, “this is not my first rodeo,” she said. “And what we love about New Yorkers is they all have opinions.” But if you’re going to criticize the campaign, “that’s great, but what we hope you also do is help your neighbor pick up the litter, join a volunteer opportunity, start a business that you think will help your neighbor,” she added. “That’s what we’re focused on.”
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