Why Milton Glaser's iconic I ❤ NY design is so good

A look at why Milton Glaser’s iconic I ❤ NY design is so good and still resonates in its original form.

At its core, Milton Glaser’s design is an exceptionally good idea, delivered with the utmost simplicity—making it timeless. It also became a precursor to the modern meme, through being imitated and copied so many times.

The design’s origins

It’s important to highlight the origins of Milton Glaser’s ‘I ♥ NY’ design, as its ubiquity can often overshadow the original inspiration. For centuries, carving symbols or initials into trees, benches, or other wooden surfaces was a common practice – a way to declare love while maintaining anonymity. This tradition was still prevalent in the 1970s and continues to exist to some extent even today.

There was also a style for these carvings. To increase legibility, the carver of the message would often add serifs, the small elements at the end of letters on serif fonts. This makes American Typewriter a very fitting choice, with its serifs and informal nature—it closely resembles hand-carved letters with a loose and friendly feel.

Key to the concept’s success is that New York can be reduced to two letters, although NY was never a common nickname for the city, unlike LA for Los Angeles. However, it had been used as a postal abbreviation since the nineteenth century and in media shorthand (by, among others, The New York Times). Milton’s design elevated this usage to an iconic level, leading to its extensive use in pop culture and marketing.

Breaking down the elements

Within the composition, the text perfectly balances the heart icon. The angular, monochromatic text fills 75% of the design, balanced by the round edges and impactful color of the heart symbol in the remaining quarter. The smooth, rounded edges of the font keep the design warm and friendly.

The choice of font was never trendy, which is why the design never went out of fashion or became dated.

Simple, powerful, clever, fun—and most importantly, original. It has been much copied but never bettered. It was perfect for New York in the 1970s and beyond, embodying all the qualities New York aspires to, arguably with good reason.

I’m not going to criticize the 2022 update. It’s too easy to be negative and unfair to the individuals involved, especially when the brief isn’t public. Ultimately, it made me love the original even more and inspired me to learn more about the late, great Milton Glaser. Here’s to Milton! miltonglaser.com