Often, classics are better left as is. And such is the case with New York's revamped "I ♥ NY" design. Yep. On March 20, New York hard-launched a new campaign with a new logo: We ♥ NYC.

We ♥ NYC supposedly conveys unity (hence, the "we") and symbolizes hope during these dire times — the pandemic, countless shootings, etc. Though, the new mark of NY seems more specific to the city rather than the state as a whole like the original. But hey, what do I know?

According to New York governor Kathy Hochul, the new graphic "captures that energy and preserves the city's spirit by encouraging New Yorkers of every background to come together, get involved, and make a positive change in their community."

Your Highsnobiety privacy settings have blocked this Instagram post.

Trust me, I see the vision, but did we have to go and completely ruin the OG "I ♥ NY"? It was fine as is!

The original graphic is so simple but impactful. The iconic logo remains a huge tourist attraction, having graced NY memorabilla like tees and accessories for years now (even natives have a t-shirt or two). Not to mention, it's been adapted and spun countless times by fashion labels (Theophilio and Kith x ABC most recently issued their own interpretations).

I ♥ NY was the product of designer Milton Glaser, who scribbled the concept on an envelope with a crayon while riding in a taxi — a peak NY origin story, if you will.

We ♥ NYC, on the other hand, just isn't hitting like the original.

Your Highsnobiety privacy settings have blocked this Instagram post.

According to designer Graham Clifford, who supervised the creation of We ♥ NYC, the revamped logo referenced the original but went for a more modern feel.

The typeface draws cues from subway signage as a nod to the many personalities — again, more of that "we" — traveling on the train daily. I'm not entirely sure what happened with the heart, which looks like someone made it on Microsoft Paint (2004).

By the way, is anyone else reading it as "WE NYC ♥" or is it just me?

Your Highsnobiety privacy settings have blocked this Instagram post.

Social media naturally had its fair share of reactions to the ruining of a timeless emblem of the city. "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 person tweeted.

"The impact of the iconic 'I ❤️ NY' comes from its simplicity, its boldness, the foursquare arrangement of its elements," another tweeter said. "The *kind of* 3D heart jutting out feels oddly *less* substantial, uglier, detached."

"That new logo just feels like NY's flop era."

Your Highsnobiety privacy settings have blocked this Instagram post.

Now, this isn't the end of the I ♥ NY era, instead WE ♥ NYC will exist alongside it. Now, can we please do something about the things that actually matter, like solutions to the ongoing rat and trash problems? Sincerely, a tired New York resident.

We Recommend
  • Jacquemus Takes New York
    • Culture
  • Charlotte Tilbury's New Fragrances Will Give You 'Invisible Superpowers'
    • Beauty
  • CELINE's New Perfume, Its First in 2 Years, Is a Sweet Treat
    • Beauty
  • For the Love of Levi's: Highsnobiety and the Denim Dynamo Paint NYFW 568 Blue
    • Culture
    • sponsored
  • A New Spring Fragrance Is the Ultimate Flex
    • Beauty
What To Read Next
  • A Guide to Pairing Your Sneakers With Shorts
    • Style
  • adidas Drops YEEZY Sneakers Again, One Last Time
    • Sneakers
  • New Balance Dad Shoes Became Literal Shinin' Stars
    • Sneakers
  • 14 of the Best Nike Dunks for Under $300
    • Sneakers
  • Statement Bag? Too Easy: A$AP Rocky Mastered Statement Pants
    • Style
  • Stone Island Tech'd-up New Balance's Dad Shoe Classic Again
    • Sneakers
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.