The Partnership for New York City, the nonprofit group behind the new “We Love NYC” ad campaign, doesn’t mind that its logo seems to be loathed by city residents ranging from newspaper columnists to pop star Joe Jonas, who offered his own version.
After all, any publicity is good publicity.
The project, which launched this week with the release of the new logo, offers a twist on the classic “I Love NY” mark created in 1977 by designer Milton Glaser .
The purpose is to persuade New Yorkers to adopt a more optimistic outlook and improve quality of life in their city by frequenting local businesses and signing up for volunteer work, said marketing executive Maryam Banikarim, whose consulting firm, MaryamB, helped develop the campaign strategy.