Putting the “Why?” in “NYC”

The City and State of New York have launched We ❤️ NYC, a campaign to “showcase the city’s strengths and mobilize New Yorkers to make sure this remains the greatest city in the world”. At the heart of the campaign is a new — and abominable — interpretation of the world-renown I❤️NY logo, which has surprisingly been approved by the overly protective New York Department of Economic Development that owns that mark. Complementing the logo is the typeface New York Line because it has “New York” in its name so, yeah, concept. From logo to typography to copywriting — individually as assets and collectively as a campaign — this might be one of the most poorly conceived and designed marketing efforts in some time. The campaign was headed by Found3rs.