Top 20 Nº1
New York City
Big business in the Big Apple
No I in We
This year, the city announced the world-famous, beloved I Love New York by Milton Glaser would be replaced by a new We ❤️NYC logo. Designed to ‘inspire optimism and civic action’, the public’s generally negative reaction to the new campaign signified not only how they had embraced Glaser's logo but how it had become akin to a cherished aspect of their own identity. Could the change in logo indicate more changes to come for New York City and its brand?
15million MTA users
25kstartups in NYC
1976birth of I Love NY logo
Globally known, globally loved
New York City boasts a remarkable Promise score that highlights its strong global appeal. In comparison to other cities, New York stands out as the most attractive business destination, surpassing second-place London by a significant margin, underscoring its reputation as the City of Opportunity in the USA.
A New York state of brand: diverse, dynamic and full of possibilities
Bright lights and bold moves
To address challenges and revitalise the city's workforce and economy, NYC officials are proposing a $24 billion initiative to repurpose vacant office buildings into affordable housing, aiming to create 20,000 homes for 40,000 residents and improve the overall Experience of the city.
New York remains one of the most relevant business cities globally, but sustaining the glamour depends on its ability to reinvent itself according to its current reality and future trajectory.
Related work from Saffron
Apart from investigating city brands, we make brands memorable across strategy, design and product.
