The "I love NY logo" is so ubiquitous in New York today that it feels hard to imagine it actually being designed. The symbol was born in the mid-70s as part of an advertising campaign.

William S Doyle, then deputy commissioner of commerce for New York State, approached renowned designer Milton Glaser.

“I produced a typographic solution, submitted it, and it was approved. A week later, I was doodling in a cab and another idea suggested itself.” This second version was I ❤️NY, which Glaser acknowledges now was designed in “about ten seconds.”