Why the New York Emblem Replace Was A Rebranding Flop

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

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

Picture Supply

Notable adjustments to the emblem embrace:

• Altering the “I” to “We”
• Updating the guts 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 emblem refers particularly to New York Metropolis

Whereas the brand new brand was meant to convey folks collectively, sadly, it has succeeded in serving to folks bond over how a lot they dislike it. This tweet asking people to share what they consider the brand new brand has racked up over 2,200 responses which might be overwhelmingly unfavorable.

What went unsuitable with NYC’s new brand?

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

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

A lot of the criticism of the brand new brand 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 recognized for being a hub of creativity and wealthy tradition, in the end inflicting the tried rebrand to fall flat.

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