Why the New York Emblem Replace Was A Rebranding Flop


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Newer isn’t at all times higher. Not less than that was the consensus amongst New Yorkers after the Partnership for New York rolled out its new emblem for New York Metropolis final month.

The “We ❤️ NYC” mark debuted in late March and was supposed to be a contemporary replace of Milton Glaser’s iconic “I ❤️ NY” emblem. The imagery coincides with a brand new marketing campaign aiming to diffuse the “divisiveness and negativity” stemming from the COVID-19 pandemic.

we-love-new-yorkImage Source

Notable adjustments to the brand embody:

  • Altering the “I” to “We”
  • Updating the center so it seems extra like a coronary heart emoji
  • Changing the typewriter-style font with a variation of Helvetica to match New York subway signage
  • Including the “C” on the finish of “NY” so the brand refers particularly to New York Metropolis

Whereas the brand new emblem was supposed to deliver individuals collectively, sadly, it has succeeded in serving to individuals bond over how a lot they dislike it. This tweet asking people to share what they consider the brand new emblem has racked up over 2,200 responses which are overwhelmingly adverse.

What went flawed with NYC’s new emblem?

For starters, “I ❤️ NY” is a tricky act to comply with.

The unique emblem designed by Glaser was launched in 1977 to reinvigorate tourism and morale in New York after a protracted financial and social stoop. Over 4 many years, it grew to become a beloved picture and catchphrase for each town and state of New York.

A lot of the criticism of the brand new emblem is directed on the design itself. Many individuals have questioned the dearth of symmetry (We NYC ❤️?), the emoji-esque coronary heart, and the font selection (Helvetica is very extensively used).

These parts make the design look unprofessional and unoriginal which feels off-brand for a metropolis identified for being a hub of creativity and wealthy tradition, finally inflicting the tried rebrand to fall flat.

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