Ilić, who is the curator of a roving poster exhibition called “The Tolerance Project,” says “I ♥️ NY More Than Ever” made a significant impact because of its timeliness. “It was all over the New York within a matter of days,” he recalls. Glaser’s poster was a reassuring voice that broke through the silence of a shell-shocked city. “No one else was doing anything like that,” he says.

As New York City rallies from the Covid-19 pandemic, several campaigns are vying to recreate what Glaser’s poster managed to do 20 years ago—there’s “All in New York“, “New York City reawakens,” “It’s Time for New York City, and “Wish you were here at NYC” among them—but none quite rises to the level of immediacy and heartfelt resolve conveyed in “I ♥️ NY More Than Ever”.

Many New Yorkers are going back to the original. The poster and merchandise with the I ♥️ NY emblem have reappeared again in recent months, this time to pull people out of the doldrums of Covid-19 and other crises that divided the city. Saturday Night Live produced a sketch about I ♥️ NY underpants last year, and Kate Spade’s latest collection also features Glaser’s design.

Glaser’s poster is currently displayed in the 9/11 Memorial & Museum. On the museum’s website, curators wrote, “More than a poster, ‘I ♥️ NY More Than Ever’ represents the love and pride we feel for New York City. Glaser’s message extends beyond our city limits and is a symbol of our nation’s determination and resilience, now and then.”

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