Milton Glaser I ♥ NY Presentation Board 1976

  • Not on view

In February 1975, New York City was in dire straits. With a billion-dollar deficit and bankruptcy looming, 300,000 workers freshly laid off, crime on the rise, and a garbage-collection strike, the city was in desperate need of an injection of hope. Governor Hugh Carey pointed out that, despite everything, people still loved New York. The New York State Department of Commerce and Deputy Commissioner William S. Doyle commissioned the advertising agency Wells Rich Greene to develop a campaign to repair the city’s image and boost tourism. Milton Glaser, a native New Yorker and a titan of design, was asked to capture the campaign graphically. 

I ❤ NY is set in American Typewriter typeface. Glaser compared it to a declaration of love carved into a tree trunk. It has become one of the world’s most recognized and frequently imitated logos—a template for declarations of love for multitudes of people, places, and things. It is a registered trademark owned by the New York State Department of Economic Development, which has had rights to the mark since its first public use in 1977. It represents New York State tourism and is used to promote travel to the entire state. With I ❤ NY, Glaser gave the world the gold standard for communication design: a message simple, arresting, feeling, and therefore universal. After the attacks of September 11, 2001, he created a customized version of the logo to read “I ❤ NY More Than Ever.” Glaser passed away on June 26, 2020, while the city—and the world—were once again immersed in multiple crises. He was working on a graphic response to this new predicament: a bold treatment of the word “together.”

Gallery label from 2021
Ink and collage on board
6 1/2 x 16 1/2" (16.5 x 41.9 cm)
Gift of William S. Doyle
Object number
© 2024 NYS Dept. of Economic Development
Architecture and Design

Installation views

We have identified these works in the following photos from our exhibition history.

How we identified these works

In 2018–19, MoMA collaborated with Google Arts & Culture Lab on a project using machine learning to identify artworks in installation photos. That project has concluded, and works are now being identified by MoMA staff.

If you notice an error, please contact us at [email protected].


If you would like to reproduce an image of a work of art in MoMA’s collection, or an image of a MoMA publication or archival material (including installation views, checklists, and press releases), please contact Art Resource (publication in North America) or Scala Archives (publication in all other geographic locations).

MoMA licenses archival audio and select out of copyright film clips from our film collection. At this time, MoMA produced video cannot be licensed by MoMA/Scala. All requests to license archival audio or out of copyright film clips should be addressed to Scala Archives at [email protected]. Motion picture film stills cannot be licensed by MoMA/Scala. For access to motion picture film stills for research purposes, please contact the Film Study Center at [email protected]. For more information about film loans and our Circulating Film and Video Library, please visit

If you would like to reproduce text from a MoMA publication, please email [email protected]. If you would like to publish text from MoMA’s archival materials, please fill out this permission form and send to [email protected].


This record is a work in progress. If you have additional information or spotted an error, please send feedback to [email protected].