The Story Behind the Iconic Post-9/11 “I Heart New York More Than Ever” Logo

It’s a beloved image for New Yorkers, but even those not lucky enough to call New York City home are probably familiar with the iconic “I Heart NY” logo. In the 1970s, graphic designer Milton Glaser designed the ubiquitous logo for a tourism campaign. The message resonated with New Yorkers and people from around the world. It was a love letter to New York, a city unlike any other in the world. The simple message soon started to appear on souvenirs T-shirts, coffee mugs, postcards, and more.

In the wake of the attacks of September 11, 2001, Glaser added the words “more than ever” and a bruised heart to the logo. In the weeks following the attacks, Glaser’s students from the School of Visual Arts hand-distributed copies of the poster throughout the city. Plastered on store fronts and in doorways, the message expressed New Yorkers deep feeling about the city and its denizens.

New York City has faced enormous challenges before, and if past events are any indication, the city will endure in the face of this latest adversity.

More than a poster, “I Heart NY More Than Ever” represents the love and pride we feel for New York City. Glaser’s message extends beyond our city limits and is a symbol of our nation’s determination and resilience, now and then.

By 9/11 Memorial & Museum Staff