In this episode of Beautiful Legacy, we look at I ❤️ NY, the logo that turned civic identity into emotional shorthand.

Created by Milton Glaser in 1977, the mark appeared at a moment when New York was facing financial crisis, crime, and a damaged public image. What could have been a simple tourism campaign became something much deeper: a declaration of affection for a complicated city.

This episode explores how Glaser compressed belonging, pride, resilience, and emotion into four simple signs: I, a heart, and NY. It looks at why the logo worked so powerfully - not by explaining New York, but by giving people a way to express their relationship with it.

From T-shirts and souvenirs to global imitations and civic solidarity, I ❤️ NY became more than a campaign. It became public language.

A story about graphic design, city branding, and how a place can become emotionally recognisable through one unforgettable mark.