New names for New York: Why some people are rotten about changes in the Big Apple

New names for New York: Why some people are rotten about changes in the Big Apple
By Dan lake


It’s been likened to the decision to change the recipe of Coca-Cola. The moment an iconic brand makes a monumental mistake and leaves itself vulnerable to reputational damage.

In this case, it’s the infamous “I heart NY” brand. There’s no other city slogan like it.

It’s been repurposed on merchandise, movies, songs and television and is known worldwide.

So, who came to the table and suggested it be scrapped?

The shift to “We heart NY” is part of a campaign to “inspire optimism.

While the original 70s slogan was designed in the back of a taxi by Bronx-born graphic designer Milton Glaser, the feedback from advertising experts has been that the new effort seems more aligned with corporate identity than social change or action.

Sarah Johal left nothing to the imagination in her tweet.

“Milton Glaser’s ghost is absolutely crying over that NY logo. Sans serif?! ♥️”

Another change in the city’s branding – but a lot less controversial – is the rebranding of NYC & Company to New York City: New York City Tourism + Conventions.

What it may lack in creativity, it makes up for in clarity of message.

The debut of the new name and brand system was launched in conjunction with a social campaign, #WHATSGOODNYC, harnessing the “opinion power” of the City’s 8.5 million New Yorkers, offering them a chance to share their points of view on “what’s good” and what to experience across the City’s five boroughs.

So far, the hashtag mainly consists of posts about the launch of the campaign.

“With over 56 million visitors to the five boroughs last year, fueling tens of billions of dollars in spending for our local economy, New York City is not coming back, it is back,” said New York City Mayor Eric Adams.

“New York City Tourism + Conventions’ new branding reflects our city’s energy and spirit and will make sure everyone knows that there’s never been a better time to visit the greatest city in the world. I’m a five-borough mayor, and I look forward to seeing visitors all over the Big Apple this year.”

“The introduction of our new name and brand system marks a significant moment for our organisation,” said Fred Dixon, President and CEO of New York City Tourism + Conventions.

“Our new brand captures the essence of New York City in its entirety: an ever-expansive destination that offers diverse and authentic experiences that enrich the traveler and benefit all New Yorkers. This shift strategically positions us to continue leading the City’s nearly $65 billion tourism economy. It makes clear our purpose and mission as the official tourism organization for one of the world’s greatest destinations—our commitment to New York City has never been greater.”

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