“Not since the Dodgers left Brooklyn has any intended innovation met so much appalled resistance as the proposed new logo for post-pandemic New York,” AdamGopnik writes. Why have we reacted so loudly?
. “The original looks like the voice of a city. The new one looks like the voice of an investment bank or possibly a healthcare provider,” one commenter wrote on Twitter. Someone else allowed judiciously that “this sucks on every conceivable level and also on some levels that exist beyond human perception.” And, with perhaps the canniest remark on the design’s yokel-ness, someone else claimed to have seen the new logo wandering around Rockefeller Center asking for the Christmas tree.
What is fascinating to consider, imagining someone a hundred years from now—when the language of graphics has changed enough to make the intricacies of our language opaque—is why we’ve reacted so loudly. This logo is the same idea as Glaser’s after all, very mildly tweaked.
The new logo fails because, instead of summing up an emotion, it belabors an image. “NYC,” though an abbreviation used in official records and sometimes on mail, is unnatural to New Yorkers and calls up no sensitive synecdochic vibrations. We know New Yorkas New York—the state comes in a sad second in the registry of meaning. “NYC” is like “Avenue of the Americas”—a rebrand used only by out-of-towners. “NYC” is going a bridge, or consonant, too far.
And then the addition of a rounded shadow on the design’s heart misses the whole point of the original, which was that it could be devoured at speed and therefore indicated a city speedy in its devourings. The logo in its new form is not extended to a new age, it is merely slowed down as if in old age, and nothing could be worse.
What is easy for the new generation to miss is that the original logo had just a mild undertaste of belligerence to it, like bitters in an Old-Fashioned. At a time when New York was feared and despised and thought to be dying, Glaser’s creation said not merely that one of us loves New York but thatlove new York—so fuck you, Mr.
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