"I Love New York." Design revision submitted to Glaser, May 27, 1983. Illustration board with tracing paper overlay, and letter. 17½x20 cm, 7x7¾ inches; With pen and ink circle and small printed "I Love New York" logo laid down within; inked address of New York State Commerce Department on verso. With tracing paper overlay bearing inked notes; masking tape remnant across the top edge of both. Also with related typed letter to Milton Glaser on New York Division of Tourism letterhead.
Graphic designer Milton Glaser sketched the original "I Love New York" logo in the back of a taxi in 1976, and the tourism campaign was officially launched the following year. Here, in 1983, the state's Division of Tourism sent Glaser the current version of the logo in black and white, scaled for use in a pinback button. An overlay of the heart in red notes the proper shading: "PMS warm red or 4-color combination." The accompanying 27 May 1983 letter from the division's group program manager Peggy Bendel reads "Dear Milton: I'm enclosing a repro sheet of the ILNY Logo with the registration mark. According to our Counsel, we must now use this format for all posters and publications."
