New York City has a new logo

In 1976, New York's Department of Commerce commissioned designer Milton Glaser - previously known for the cover of Bob Dylan's "Greatest Hits" and for co-founding New York Magazine - to create an eye-catching logo that would entice new tourists to visit the Big Apple.  Modifying a graphic of the 1960s, Glaser came up with what has been one of the city's symbols to this day, an icon reproduced countless times on gadgets, T-shirts, and magnets, in the United States and around the world. This year, however, the logo has changed, taking on an inclusive and innovative modernity.

From "I love NY" to "We love NYC," from American Typewriter to Grotesque Sans: the new logo takes inspiration from New York's underground signs and the melting pot of cultures and personalities that has always teemed the city, going from "I" to "we," and from an old-fashioned look to a more ironic one. «This is our city and it's up to us to make an effort to enhance it,» explained Maryam Banikarim and Andrew Lerner, of Maryam B, «let's look for people who don't wait for others to solve situations.»

The launch of the new graphic is now taking place through digital and social media ads inviting New Yorkers to join volunteer work. The initiative on Instagram celebrates some of the citizens showing commitment to their community, an idea born out of, among other things, the metropolis' representatives' need to lift public opinion - according to research by Morning Consult, 67% of New Yorkers are dissatisfied with the city. «We hope to break through the divisions and negativity,» announced Kathryn Wylde, president, and CEO of Partnership for New York City, the consortium of corporations and business leaders that is leading the campaign. «We want to remind people that they can make a difference, both on their own block and in the city as a whole.»