Love for New York comes in many forms, and now the state wants to hear yours.
As part of a summer tourism advertising push, Gov. Andrew Cuomo and tourism officials are asking New Yorkers and visitors to submit ideas for other symbols, characters or emblems which could appear in place of the iconic heart within the logo.
"Tourism is vital to the economy of our state, supporting nearly 500,000 jobs and generating tens of billions of dollars in revenues for the state and businesses," Cuomo said in a release.
"This campaign reinvents one of our state's great assets - the 'I Love NY' icon - which is known the world over as one of the most successful advertising symbols ever. This campaign brings that icon to life in order to highlight all of the things people love about New York."
The new campaign will consist of TV and radio spots, as well as appearances on NYC Taxi TV. Anyone can suggest a replacement to the heart icon online at iloveny.com, or by e-mail at email@example.com.
The logo has not been used in state tourism TV advertising for over three years.
The original version was created by designer Milton Glaser and first used in 1977. In the wake of the 9/11 attacks, Glaser created a version with a bruised heart and the words "…more than ever" at the end.