We love NYC

How does one expand on a pure original and stay true to its spirit? We were asked to design the system around the sequel to the original Milton Glaser mark as part of a campaign to celebrate our extraordinary city. Since the phrase now involved “we” and the famous acronym, we needed to make it as versatile as possible: not just boldly expressive in all media and environments, but also making the phrase modular, with emojis replacing the heart to express all the vitality and variety of the five boros. Proud to be a part of it.