Want to use one of the largest advertising campaigns of the last century? Check out some "t I love NY" shirts next time you have a chance. The design – brilliant invention of Milton Glaser – could not be simpler. The letter I, a heart N, and Y arranged in a square. In fact, the only thing more The message is simple – of course, people love New York. How could the City to keep millions of residents and attract millions of tourists if not were the case?

The genius of "I love NY" t-shirts is that only one claim was a common feeling. Using "I love NY "t-shirts, people are saying something quite common – they are fans of New York City – but they are saying that engaging in an aesthetic way. This is one of the best tricks of design of all: finding a simple way to express a simple idea, but in a way not much like what nobody has done before. As the singularity the "I love NY" t-shirts shows, it's pretty hard to do this consistently.

One effect of "I love NY" t-shirts is copy or reference the design has become an important part of popular culture. The phrase "I love [x]" was rescued from sentimentality by "I love NY "t-shirts, and forever become a way of expressing an exuberant gay positive, the common emotion. So it's no wonder that many organizations logo used with slight variations (including puns on 'shovel' and 'club' rather than just "heart").

Another side effect of "I love NY" t-shirts is that the logo of the "heart" has transcended the slogan, and became an expression real verbal. Textual Originally, the phrase "I heart [x]", has developed into a more free and fun version of "I love to find …", its way to the title of a film, I Heart Huckabees. There are many advertising slogans that can claim to be so ubiquitous. Among other slogans that have reached a similar level of popularity, few have been able to sustain for so long. A reference to "Where's the Beef?" now bears looks awkward, and does not laugh.

Interestingly, this popularity, simply type in the original trend. With reference to so many "I love NY" t-shirts, shirts became a crucial element of fashion. With so many reminders of the shirt, someone who briefly considered buying one would not have the chance to forget – for a single day, which could encounter with a review of I Heart Huckabees, an "I love …" line and a logo that uses a heart icon.

This is the most important lesson of "I love NY" t-shirts. If you are going to create a trend of success that you want to make a self-reinforcing – that gives people a reason, not only to participate but so that his friends want to participate, too. If you look at the sites of retailers that sell href = "http://www.ragnewyork.com/"> "I love NY" t-shirts, you will find that many of them also offer different versions, or plays on the same topic. If you can get people to do that, you probably have a design that will last.

Byrne Hobart is a New Yorker with widely, perhaps even bizarrely varied interests. His closet is always well-stocked with “I love NY” t-shirts.

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