The Mind Creative SEPTEMBER 2014 | Page 8

The Mind Creative The resulting negative publicity from all this resulted in tourists keeping away from the city and forced the New York State Department for Economic Development to knock on the doors of Wells Rich Greene, an advertising firm on Madison Avenue. They were subsequently commissioned to start work on a touristfriendly advertising campaign for the Big Apple. The “I LOVE NEW YORK” commercial At this point in time, Milton Glaser was recruited by the Department for Economic Development to work with Rich Greene on logo design options. Till then, Glaser’s CV included a portrait of Bob Dylan on his album, the design of New York magazine (which he founded in 1968) and the visual identity of the restaurant in the World Trade Center. During one of the meetings, Glaser pulled a craggy piece of paper out of his pocket with a doodle that he had done during a recent cab ride. The crumpled pieces of paper was in fact the back of an envelope, on which he had scribbled the logo that the world knows so well today. Once the concept of the logo was accepted, Glaser started work its detailed design that included the stacking of the characters and finalizing the typeface for the characters. Strangely enough Glaser did the work entirely pro bono. He simply wanted the glory of New York to be restored to its former state. Milton Glaser’s original sketch 8