Why the New York Brand Replace Was A Rebranding Flop

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Newer isn’t at all times higher. A minimum of that was the consensus amongst New Yorkers after the Partnership for New York rolled out its new emblem 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” emblem. The imagery coincides with a brand new marketing campaign aiming to diffuse the “divisiveness and negativity” stemming from the COVID-19 pandemic.

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Notable adjustments to the brand embody:

• 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 brand refers particularly to New York Metropolis

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

What went incorrect with NYC’s new emblem?

For starters, “I ❤️ NY” is a troublesome act to comply with.

The unique emblem designed by Glaser was launched in 1977 to reinvigorate tourism and morale in New York after an extended financial and social hunch. Over 4 a long time, it turned a beloved picture and catchphrase for each the town and state of New York.

A lot of the criticism of the brand new emblem 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 broadly 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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