I Love New York (stylized I ❤ NY) is a slogan, a logo, and a song that are the basis of an advertising campaign developed by the marketing firm Wells, Rich, and Greene under the directorship of Mary Wells Lawrence[1] used since 1977 to promote tourism in the state of New York.

Glaser's initial sketch to accompany the agency's "I Love New York" slogan was conceived in a taxi.

As the idea developed, he decided to stack the I and the heart shape on a line above the NY characters, later stating that he may have been "subliminally" influenced by Robert Indiana's LOVE pop art image.

Glaser's original concept sketch and presentation boards were donated by Doyle to the permanent collection of the Museum of Modern Art, New York.

Many visitors to the city following the attacks purchased and wore the shirts bearing the I Love New York logo as a sign of their support.

Glaser created a modified version to commemorate the attacks, reading "I Love NY More Than Ever", with a little black spot on the heart symbolizing the World Trade Center site.

In 1980, Governor Hugh Carey declared it as New York's state anthem, although not officially enacted into law.

NYS[clarification needed]Licensed pin-back buttons with a red version of the Apple logo replacing the heart (I  NY) were distributed at the 2001 Macworld Expo in New York.