I ♥ NY
1975
When Glaser was approached by the assistant commissioner of commerce for New York, the city was viewed as a crime-ridden, unfriendly, hostile place. The state government conceived the "I Love New York" campaign as way to change that perception, and it tapped Glaser to come up with a logo that matched the words. The now famous logo came to him while he was in a cab, where he quickly scribbled it on a scrap of paper.
The design illustrates why Glaser's work is so influential and powerful: It effectively communicates a concept in such a simple forthright manner that you one can't imagine any other way to do it.
Following the terrorist attacks on September 11, Glaser revised the famous image to read I ♥ NY More Than Ever, with a smudge in the "lower west side" of the heart.