Why the New York Brand Replace Used to be A Rebranding Flop

by | Apr 4, 2023 | Etcetera | 0 comments

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More recent isn’t always upper. A minimum of that used to be as soon as the consensus among New Yorkers after the Partnership for New York rolled out its new brand for New York The city remaining month.

The “We ❤️ NYC” mark debuted in overdue March and used to be as soon as supposed to be a modern exchange of Milton Glaser’s iconic “I ❤️ NY” brand. The imagery coincides with a brand spanking new advertising marketing campaign aiming to diffuse the “divisiveness and negativity” stemming from the COVID-19 pandemic.

we-love-new-yorkSymbol Supply

Notable changes to the logo include:

  • Changing the “I” to “We”
  • Updating the heart so it appears further like a middle emoji
  • Converting the typewriter-style font with a variation of Helvetica to check New York subway signage
  • Together with the “C” at the end of “NY” so the logo refers particularly to New York The city

While the new brand used to be as soon as supposed to put across folks together, unfortunately, it has succeeded in helping folks bond over how so much they dislike it. This tweet asking other folks to percentage what they bring to mind the new brand has racked up over 2,200 responses which could be overwhelmingly adverse.

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What went wrong with NYC’s new brand?

For starters, “I ❤️ NY” is a hard act to use.

The original brand designed by means of Glaser used to be as soon as presented in 1977 to reinvigorate tourism and morale in New York after a longer monetary and social slump. Over 4 a few years, it used to be a loved image and catchphrase for every the town and state of New York.

Numerous the grievance of the new brand is directed at the design itself. Many people have puzzled the lack of symmetry (We NYC ❤️?), the emoji-esque heart, and the font variety (Helvetica is very extensively used).

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The ones portions make the design look unprofessional and unoriginal which feels off-brand for a the town recognized for being a hub of creativity and rich custom, after all causing the attempted rebrand to fall flat.

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