Alfredo Muccino partners with David Carson to reimagine the iconic logo created by legendary creative director, Milton Glaser.



After Alfredo Muccino left Liquid Agency, the company he co-founded 16 years ago in Silicon Valley, he moved to New York and launched Solid Branding. Shortly after his move, the City of New York approached Mr. Muccino and invited him to re-imagine the iconic “I ❤️ NY” logo originally crafted by legendary Creative Director, Milton Glaser. Mr. Muccino partnered up with his friend, Mr. David Carson (, the controversial designer who also recently moved to New York city.

“Both David and I really like the current ‘I❤️NY’ logo and greatly respect the work of Mr. Glaser. However we were intrigued by
the idea of evolving such an iconic mark.” Alfredo Muccino, CEO/Executive Creative Director of Solid Branding

Alfredo and David met when they were both living in Portland, Oregon. David Carson is an American graphic designer, art director and surfer who is best known for his innovative magazine design, and use of experimental typography. His widely imitated aesthetic defined the so-called “grunge typography” era. Alfredo Muccino is the CEO / Executive Director of Solid Branding. He is the recipient of numerous awards by many prestigious design organizations and is recognized as an innovative brand strategist and creative director who has helped shape the brand identities of many significant Silicon Valley companies.


The I ❤️ NY logo and Alfredo Muccino with Mr. Milton Glaser, the legendary designer that created the original logo and has been an inspiration to Mr. Muccino ever since he became interested in design.


The “I❤️NY” was created by Milton Glaser and first used in 1977 to promote the city and state at a time when crime was at an all time high and New York was far from the tourist destination it is today. Wanting to make a difference, Mr. Glaser did the work entirely probono, in the name of helping the city rise again. “That’s how it should be,” he told graphic designer Chip Kidd in an interview in The Believer. “You want to do things like that, where you feel you can actually change things.” Today the icon generates more than $30 Million a year in revenues for the City of New York.


Once they agreed to work on the project, Alfredo and David got together often to talk about NY’s vibrant creative community, the city’s rich history, the unique mix of cultures, and the amazing energy that permeates New York’s diverse neighborhoods. “This could be a dangerous undertaking,” said David to Alfredo during one of their talks. “The logo is extremely popular and much loved. But maybe, like The MET, American Airlines, Starbucks, and others have done so successfully, we can explore a fresh approach.” “I know it is dangerous” retorted Alfredo, “but like New York, we don’t want to play it safe. Risk-taking is how we get to our best work!”

The proposed concepts are meant to express what NY really stands for, what it means to “love” this city, and even “what is love” itself.




Alfredo Muccino’s version is designed as a flexible system featuring images and textures that represent the many facets of New York. “I started by replacing the font in the current logo with one that is a bit more structured and bold” explained Alfredo, describing his process. “More importantly, I wanted to represent the icon as a window into New York’s heart. I envisioned that people could change the images and interpret New York as they see it, making the icon a dynamic symbol that is constantly changing and evolving – just like the city itself”.



According to Mr. Carson “In my version, the type is the star. The way the type is stacked is offers a slight hint of the city’s tall buildings. New York is all about what you see, thus the “eye”. People really “love” ny. Love is everywhere in the city”. While the original logo will always be around”, Mr. Carson added, “these official new versions speak to a modern New York, each one of the new versions along with the original represents something unique about New York. The way I see it, this city is all about choices, and now you have three.”


These new logos were completed only a few weeks ago and have not yet been implemented. We’re looking forward to seeing them on shirts, mugs and billboards throughout New York. And we’re looking forward to seeing what you think of Alfredo’s and David’s interpretations. So, we invite you to share this article via our social media channels – and, please feel free to send us an email, if that’s easier.

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