I Heart NY

WEBVTT
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Sing it, sing it, sing it. It was like, it was so simple.
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It was just like, I love New York.
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Music.
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Oh, yeah. I know this one. I love New York.
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Hey, this is Eugenia. And this is Josh. And you're listening to Clueless Expert.
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I have to say you look very cute. Oh, thanks. So do you.
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I love your collar. We were both wearing hoodies. It's like a cozy, rainy outfit.
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Do you know what we're talking about? Something about New York and this mug I'm looking at. Yes.
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What's on the mug you're looking at? It's a classic I heart NY mug. Yep.
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It's, in my opinion, the most iconic logo ever created for a state destination location.
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City. City. City-state. But it actually was created for the state,
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even though it's associated with the city, because the city is the best part.
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But yes, it was part of a tourism campaign. And we are talking about this logo.
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So it could represent, I love Albany.
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Say Albany again? Albany. Albany. Albany? Albany. Albany.
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But there's only one of them. All of them? All of them?
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Albany. CB. Albany. CB. Yes, it can represent the state capital of New York.
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So since we have my mug here with us, would you like to describe what that logo looks like? CB. Sure.
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We have what I recently learned. We have a sans font.
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Sorry, serif. We have a serif font. I was like, you didn't learn that lesson well.
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We have a serif font, meaning it's got little dashes at the ends of the letters.
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Do you know what that font is? It's a pretty common one. Is it?
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I don't know. It's American typewriter. American typewriter. Okay.
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American typewriter font on the first line, capital I, a red heart.
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Second line and why
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all caps and this one has a little trademark next
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to it uh-huh yes it does i presume is very important to
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this discussion yes it is definitely something we'll be talking about oh white
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background this is black lettering red heart yeah it's it's typically on a white
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background so great great description sorry what something typewriter what's
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the american type American typewriter.
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And so a couple of things that you described that the I heart on one line and
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then the NY on the second line, it's a stacked design.
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And it's really great because you can, it's one of the reasons that make it
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really easy to put on various different placements.
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So whether it's a print page or a t-shirt or a mug, it's like a great size and
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a way to display the logo.
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It also appears to be a perfect square or close to it.
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Is that part of that or no? Sure. I mean, these are all design principles that
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the designer who created this logo took into consideration.
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It's not exactly a square, but it's definitely the spacing is obviously an important factor.
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And now that I'm looking at it very closely, thank you for the visual aid.
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The eye is centered on the N, but the heart is not centered on the Y.
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The heart is scooted up next to the eye. It is all centered though.
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Oh, to the center of the graphic. Yes.
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Oh, but the eye is narrower. Yeah.
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And thus. Don't worry about it. These are what graphic designers know how to
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do. And it's meant to convey the most visually appealing.
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Okay. Logo. I trust you. Graphic.
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About American typewriter. So the designer, the graphic designer who created
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this, his name is Milton Glaser.
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Have you heard of him? Rings a bell. He is probably one of the most renowned
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graphic designers, American graphic designers of our time.
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Anything else I would have heard of or recognized? I'll tell you all about him.
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But when he chose the fonts for this, he chose American typewriter.
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What are some of the characteristics of the font? It has a serif.
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Not sans serif, it has a serif. It looks like there's not a lot of corners.
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It's more radii-eyed, the engineer in me says.
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There's rounded edges.
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What kind of feelings does it evoke? Like if you saw this font.
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I see authoritarian, but whimsical.
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Authoritarian. But whimsical. But whimsical. Like a whimsical authority of, yeah, that's what I see.
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Huh, I feel like a lot of New Yorkers can be described like that.
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Whimsical. But authoritarian. Authoritarianism.
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That's interesting because. Like they don't mess with them.
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They mean business but like you can
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have fun after work uh-huh sure yeah so milton.
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Glazer he when he's been
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interviewed like a million times about this particular logo
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and his process for coming up with it and he
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said that he chose this font because it's
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bold it's approachable yeah
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and nostalgic nostalgia interesting the
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american typewriter i guess oh i guess
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typewriter like old-timey i
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don't know yeah okay i think the other
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characteristic that i really love about all great
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design and this logo in particular it's simple
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yeah and it's minimalist it's iconic
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we don't even need to show the listeners what we're
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talking about they know and it
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always like the thing.
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That drives me crazy in graphic
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design is when people
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try to cram in so much information on
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the page yeah whether it's text or graphics
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or images or fonts and colors and
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they it's just like so chaotic yeah and i
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always think about two things when approaching
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graphic design or any good design as a form
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as visual communication there's two things one
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i think coco chanel
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said this and it
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applies here i'll tell you in a second wait before
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you leave the house you should always look in the mirror
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and take off one piece of accessory one
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accessory so whether it's a ring or an
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earring earrings probably a scarf you
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just take one piece off because it's again be go.
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Simple simple is always the answer and then
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the other the other motto i
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guess saying that i always i live by is keep it simple
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stupid do you think that i should be taking off one
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article before i leave with how an accessory you don't wear any accessories
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so there would be nothing to take off it doesn't mean to take off a an article
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of clothing oh okay or like take your out of your pocket it's not that keys
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are not accessories okay like the only accessory you wear.
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I wear a watch. It's your watch and your glasses. But glasses are also essential.
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And you kind of need both.
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So no, that would not apply to you. Okay, so it's not advice for the accessory
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lists in our lives and society.
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Yeah, and these are words to live by because I find them to be very relevant
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and applicable to many parts of our lives. Would you take off one earring?
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Well, that's why I corrected myself. I said an earring, but I'm like,
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you're probably taking off your earrings.
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But yeah i mean yeah you can take off one earring
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especially if you have multiple holes in
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your ears sure why not but going
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back to how this relates to this iconic
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logo and graphic design in general yeah always think
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about keep it simple that is the best way
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that's always the key to a really great design that
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works well i imagine when clients
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are asking for designs though they give a
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laundry list of things that they want and if you don't check all
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those boxes it's hard to do the job so like yeah
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I believe that that's what designers want to
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do but I would imagine designers are often being pushed
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by clients to put more information into their designs and now you are triggering
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my the former creative director in me that left that world for a reason I am
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not going to speak on behalf of all designers or creative professionals,
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but yes, I think this is an area of work that for some reason,
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and maybe it's because design work has been so democratized in like different
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software available and all that stuff with social media and everything.
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I mean, everyone knows how to edit.
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Everyone knows how to, everyone's a designer.
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But there is a skill involved in being able to be a good designer who understands
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the principles that make a design compelling.
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And when, yes, yes, clients. I can imagine being like, hey, where's the Statue of Liberty? Oh my God.
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I've dealt with this. Why don't we have the Brooklyn Bridge like I asked for?
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I've dealt with this my entire life, but I believe with Milton Glaser, at least,
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when you've achieved a certain level of success and he was considered one of
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the greatest creatives and designers of his time, and maybe even today,
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definitely today, people are going to question you less.
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Yeah, sure. And they're hiring you because of that prestige and they want to
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let you do what you're good at. But it's not as common as you would think.
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I mean, even when I was working as a creative director and just I was met with
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all kinds of people who were telling me that,
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like no this should be yellow ochre like they were literally telling me the
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different colors that something needed to be and change for no reason other than it being a feeling.
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I had one person really obnoxiously come
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into my office and hand me a color wheel and be
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just to like kind of be like you don't know how to
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use the colors that i want she was a board member did she
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did she point at the color she wanted yeah she's
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like this is how a color wheel works and yeah
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i mean fuck you wherever you are but it was
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it's you're just hitting hitting something that i
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think a lot of designers and creative professionals have to deal
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with the best ones know how to manage those expectations and in my experience
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it's always better to show them a better way forward rather than say like you're
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an idiot this is gonna look like shit you say,
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great ideas. Thanks for sharing.
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We'll definitely take them into consideration as we concept this out further.
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And can't wait to see you in a month to show you and present to you our findings and our work.
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You better do what we asked. But yeah, it's weird because I think designers are faced with.
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Like in your engineering work, I can't imagine somebody who knows nothing about
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engineering coming to you and be like,
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hey, I actually don't think that's the
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way to fix the door or whatever it may be they're just they're going to have
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this built-in trust around what you can do i mean yes and no like engineering
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can be boiled down way more objectively than design can be so like if you have a shit design.
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It will become apparent at some point. It's just a matter of when and at what expense.
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So when you're designing, you're designing the requirements,
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just like a graphic designer would be doing. You have a client who has an ask.
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For us, it's more like you have a requirement based in physics, right?
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And the performance and the material and the cost of that thing.
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But then, yeah, there's definitely a creative side of finding the
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optimal way to solve
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those requirements and then the hardest part
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is making it aesthetically pleasing as well but at
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the end of the day if your engineer like if your engineering design is bad like
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it's gonna break it's gonna cost too much it's never gonna be able to be manufactured
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like these are inevitabilities that your reputation they catch up to you right
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but the same thing is true in design yeah designers are problem solvers yeah Yeah.
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So this is a great segue into another area that I wanted to delve into with you.
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You as an engineer, me as a creative professional, I think our worlds are more
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similar than we realize in terms of how we approach the work.
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And I want to love the opportunities in my job when I do get to be creative.
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Like, I mean, you're creative every day in your job. Yeah. Like
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in order to solve challenging difficult problems
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whether it's to make something look more beautiful or
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something work better yeah requires creativity
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but i wanted to ask you a lot of people no i i mean i should say i've met people
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who don't have a good understanding of art like the differences between art and design.
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There's a lot of, there's overlap. Sure. But do you, can you articulate what
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you think is a difference between what is art and what is design?
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I think design is, oh yeah, that's tough.
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What comes to mind is like functionality and purpose.
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I think design has more of a purpose than art.
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Art is more the free expression of an individual.
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They might be channeling like a group of people, but at the end of the day, it's their expression.
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Whereas I think like design is just that.
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It's like you have a requirement or an
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objective that this design conveys maybe
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it's a call to action maybe it's a feeling about a brand
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or a message or something like that so
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i think that feels like the difference is like design has
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more intent behind it as
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opposed to just free expression of an individual yes i
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would agree with like 80 of that sick that's
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a pass that's a b that's it's good it's good i
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wouldn't go as far as to say that art doesn't have
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intent art and design has
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intent like an artist's intent when they create something
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fire and yeah i think the key word is
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functionality sure and design
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requires planning and the
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results are quantifiable the same
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way it is in your work there are very practical considerations
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when you approach design even though
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creativity is an essential part of both I think
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art is more like what and how you feel yeah versus design being how something
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works yeah I was going to add to that like the more I'm thinking about it the
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differences between engineering and design reminds me of some of my experiences in college.
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I had a roommate, shout out to John, who was a film major and was learning graphic
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design through 3D modeling, like Maya and things like that.
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And I'm learning engineering through engineering CAD software.
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And we would always be comparing what we were doing, more he was bragging about
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what he was doing, where he could whip up in Maya like a cool rocket and like
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make it fly all around and do cool things.
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And the thing with those software is like you can have clashes and you don't
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have to have physical things mating with other physical things within the CAD.
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Like it's not solid physical objects in the model. It's all wire meshes and
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just sort of shapes and colors.
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Whereas what I was working on is like, sure, you can make like a cartoon rocket
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look three-dimensional and fly around, but like,
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A real rocket takes tolerance stack analysis and material selection,
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and you need to make sure that the thermal coefficients of expansion line up and things like that.
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But it was kind of eye-opening to me at the time, like a baby future engineer
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in training going like, oh,
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we can evoke the feeling of what we're trying to do way easier than actually doing it.
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And it's just really powerful.
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And it's always stuck in my head that one is the physical.
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The requirements that have to solve in a physical world, and the other is projecting
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an impression one way or another, 2D, 3D, text, images, video.
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But the best products, the best things require good design and engineering. Yeah, yeah.
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Like that's pretty important. Yeah. And I think like a lot of engineering firms suck at the design.
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They don't prioritize it. They don't prioritize the aesthetic because- As long
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as it works, how it looks matters less.
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I worked at a defense contractor in the beginning of my career and like,
00:18:26.329 --> 00:18:29.929
it didn't matter what the satellite looked like. Nobody can see it.
00:18:30.229 --> 00:18:34.029
It has a function to do and that's all that matters.
00:18:34.629 --> 00:18:39.829
Now I work somewhere where the aesthetics absolutely matter and we don't sell
00:18:39.829 --> 00:18:43.329
the thing if it doesn't look beautiful. I mean, your audience also matters.
00:18:43.989 --> 00:18:47.069
You need both. You need good design. You need good engineering.
00:18:47.329 --> 00:18:50.389
Good design and good engineering often have similar requirements.
00:18:51.169 --> 00:18:54.429
What are the different categories of design that you can think of?
00:18:56.512 --> 00:18:59.572
Uh image like graphic images yeah graphic design
00:18:59.572 --> 00:19:03.232
3d modeling like animation and
00:19:03.232 --> 00:19:06.952
things like that there's like
00:19:06.952 --> 00:19:10.112
a disc choreography count does music design
00:19:10.112 --> 00:19:17.532
count no oh okay typography sure making what they're not called they're not
00:19:17.532 --> 00:19:21.972
called fonts there's a better what's the actual typefaces yeah yeah but like
00:19:21.972 --> 00:19:25.632
there's industrial design oh yeah like product design i mean i'm speaking of
00:19:25.632 --> 00:19:27.292
like The designers you work with,
00:19:27.352 --> 00:19:30.812
for example, versus the designers I work with. Architectural design. Exactly.
00:19:31.312 --> 00:19:37.232
Design is everywhere. And you can create all kinds of things with the different
00:19:37.232 --> 00:19:39.112
kinds of designers out there.
00:19:39.512 --> 00:19:44.692
Now, we're here to talk about graphic design because I love the iHeart New York
00:19:44.692 --> 00:19:50.312
logo and everything that went into it was created by a famous graphic designer
00:19:50.312 --> 00:19:51.932
and it was part of an ad campaign.
00:19:52.192 --> 00:19:55.872
I don't know if you know the extent of... Can you ground me in what year we're
00:19:55.872 --> 00:19:57.292
talking about? Sure. Or like era?
00:19:57.632 --> 00:20:01.212
Mid-1970s. Mid-1970s. Okay. So let's say 1975.
00:20:01.572 --> 00:20:04.872
Relatively modern. It's more modern than I would have thought.
00:20:05.352 --> 00:20:08.352
Probably because of the American typewriter. Yeah, probably.
00:20:08.832 --> 00:20:11.092
Nostalgic font choice there.
00:20:11.652 --> 00:20:16.712
Yeah, it was part of an ad campaign that was commissioned by the state. Wow.
00:20:17.452 --> 00:20:21.432
So when we're talking about graphic design in the mid-1970s,
00:20:21.512 --> 00:20:24.772
thank you for asking about the date. context.
00:20:25.192 --> 00:20:30.612
Post-moon landing. This is post-moon landing. This is 1974, 75 in New York City.
00:20:31.272 --> 00:20:38.412
Studio 54 is going strong. I mean, I think it's kind of fading out at that point. Disco, sure.
00:20:39.232 --> 00:20:42.592
Do you, anything else that comes to mind about New York? Do you know any,
00:20:42.812 --> 00:20:44.132
like what was going on in New York?
00:20:44.372 --> 00:20:50.232
I mean, I feel like tourism was not great because of crime.
00:20:50.472 --> 00:20:55.932
And my understanding was Times Square was kind of really sketch back then, like hearing,
00:20:56.818 --> 00:21:02.378
People talk about those days, drugs. Yeah. Yeah, crime was at an all-time high.
00:21:02.998 --> 00:21:08.838
Yeah, Times Square was totally sketchy. Not that it's much better today,
00:21:08.878 --> 00:21:10.138
but for different reasons.
00:21:11.218 --> 00:21:15.758
It's triggering for you for other reasons. Hell's Kitchen, which is off of Times
00:21:15.758 --> 00:21:17.538
Square, was a complete crime zone.
00:21:17.818 --> 00:21:20.278
And it was a scary place to visit.
00:21:20.718 --> 00:21:25.138
New York's reputation was in the gutter. They were on the brink of bankruptcy.
00:21:25.838 --> 00:21:29.798
Really? Yeah. New York City, on the brink of vacancy. Yeah. Wow.
00:21:29.938 --> 00:21:32.858
And they had to lay off a bunch of city workers.
00:21:33.198 --> 00:21:37.438
Wow. A lot of tension around politics, the economy.
00:21:38.538 --> 00:21:43.938
And so, as governments do, they come in, the mayor and the commissioner and
00:21:43.938 --> 00:21:48.718
the deputy, whatever, like, let's spend money on advertising.
00:21:49.038 --> 00:21:52.898
Oh, yeah. That's always objective number one when you have a problem.
00:21:53.078 --> 00:22:00.678
In this case, it worked. So this I love New York ad campaign was a result of
00:22:00.678 --> 00:22:05.518
New York's reputation, tourism, to increase and promote tourism.
00:22:05.598 --> 00:22:09.698
Is it domestic or international or both? I mean, who knows?
00:22:10.858 --> 00:22:15.298
I have no insight into what their media buys were.
00:22:15.458 --> 00:22:21.098
But speaking of media buys in the 1970s, let's think a little bit about...
00:22:22.601 --> 00:22:26.921
What that landscape would look like, which is very different than today.
00:22:27.101 --> 00:22:33.101
So like print, print, magazines, magazines, newspapers, newspapers.
00:22:33.641 --> 00:22:36.501
What's a big one you're missing? Billboards. Sure.
00:22:37.441 --> 00:22:44.541
Mailers. No. Radio. No. Yeah. Okay. TV. Yes. TV. TV is a big one, right?
00:22:45.541 --> 00:22:48.981
Wait, we're in color in the mid 70s? We're in color.
00:22:49.821 --> 00:22:52.981
Technicolor. so these are all the different media placements for
00:22:52.981 --> 00:22:56.381
ads now i'm let's
00:22:56.381 --> 00:22:59.121
talk a little bit about so like we
00:22:59.121 --> 00:23:02.641
forgot tv i know what i went
00:23:02.641 --> 00:23:05.341
to radio we're podcast i went to mailers and
00:23:05.341 --> 00:23:08.761
i forgot tv that's ridiculous so let's
00:23:08.761 --> 00:23:12.621
think about tivo no just kidding in so tourism is
00:23:12.621 --> 00:23:15.701
a huge market a lot
00:23:15.701 --> 00:23:18.781
of ads are created for the purpose of
00:23:18.781 --> 00:23:22.421
increasing and promoting tourism around the world can you
00:23:22.421 --> 00:23:26.801
think of other memorable slogans
00:23:26.801 --> 00:23:29.601
or imagery from some sort
00:23:29.601 --> 00:23:32.501
of a country or city that was pushing out
00:23:32.501 --> 00:23:35.621
ads like crazy aside from
00:23:35.621 --> 00:23:38.581
obvious what what did they do they like
00:23:38.581 --> 00:23:41.421
send out eiffel tower no but i'm saying something that
00:23:41.421 --> 00:23:44.401
you remember are there any slogans that you that
00:23:44.401 --> 00:23:47.621
are that you think of when you're when you're thinking of
00:23:47.621 --> 00:23:50.581
logan's that i think different cities and cities
00:23:50.581 --> 00:23:54.521
okay so i'll start i don't know i'm drawing a blank i so
00:23:54.521 --> 00:23:57.761
these are the ones that i think that i still remember and
00:23:57.761 --> 00:24:02.921
i think were super effective there was it's better in the bahamas oh i don't
00:24:02.921 --> 00:24:05.941
remember that one oh that was a good one it is better in the bahamas though
00:24:05.941 --> 00:24:10.021
it's that was a really good one and it was just like it was all over for a period
00:24:10.021 --> 00:24:14.501
of time that's good the most recent one Was there a graphic associated with
00:24:14.501 --> 00:24:16.641
it or is it mostly just a slogan I mean it was like.
00:24:17.335 --> 00:24:23.355
No, it's, it's always both. I mean, a good holistic, like marketing campaign
00:24:23.355 --> 00:24:27.835
will hit you at different, I mean, it'll include video, text,
00:24:28.135 --> 00:24:31.695
graphics, photographs, like, you know, and you just package it differently.
00:24:32.155 --> 00:24:35.355
And then I remember incredible India. Like I,
00:24:35.355 --> 00:24:38.655
I vividly remember the, the beautiful
00:24:38.655 --> 00:24:41.775
photography in all of the magazine ads
00:24:41.775 --> 00:24:44.815
and you see all the landmarks and like the
00:24:44.815 --> 00:24:50.675
beautiful colors and just like that really like classy sophisticated font incredible
00:24:50.675 --> 00:24:56.455
india with the eyes beautiful can i tell you what like i'm drawing a blank on
00:24:56.455 --> 00:24:59.995
national slogans but can i tell you what's popping into my head and i can't
00:24:59.995 --> 00:25:04.215
get it out now avocados from mexico yeah.
00:25:04.935 --> 00:25:07.975
But it's for avocados not the actual country that's okay i
00:25:07.975 --> 00:25:10.975
mean but that was that was a big ad campaign that one's
00:25:10.975 --> 00:25:15.475
stuck in my head yeah we're like the incredible leg we
00:25:15.475 --> 00:25:18.115
got milk or got milk i mean they're they're we're talking
00:25:18.115 --> 00:25:21.295
we don't have to we don't have to go down we don't have to get free advertising
00:25:21.295 --> 00:25:28.055
yeah so just wanted to set the stage before we really dig into the i heart new
00:25:28.055 --> 00:25:36.755
york logo hold on about this logo really quick was like do you say i heart new york or i love New York?
00:25:36.955 --> 00:25:39.155
Great question. What was the intent? Great question.
00:25:39.375 --> 00:25:44.295
I love New York. I love New York. It started with, I love New York. Okay.
00:25:44.475 --> 00:25:49.835
And then this graphic, this logo came later with the heart.
00:25:50.571 --> 00:25:54.091
Okay okay that makes so i want
00:25:54.091 --> 00:25:57.111
to do so this is like again the former
00:25:57.111 --> 00:26:00.251
creative director in me like there are good things that i loved
00:26:00.251 --> 00:26:03.111
about the job and marketing and i love this shit
00:26:03.111 --> 00:26:10.011
and i wanted to do like an exercise with you okay i love exercises yes so sitting
00:26:10.011 --> 00:26:14.511
up straight let's let's there's a time machine we're going back to 1970 let's
00:26:14.511 --> 00:26:20.331
say 74 there's a little like i've heard that this logo was created in 1974, 1976.
00:26:20.811 --> 00:26:23.291
So let's just say like mid-1970s. Can we do a time machine sound?
00:26:26.311 --> 00:26:32.031
Okay, we're in 1974. And we just talked about what advertising looks like in
00:26:32.031 --> 00:26:34.011
1974. No, in the present.
00:26:34.511 --> 00:26:38.631
Because we're in 1974. You ruined it. Theater of the mind, Virginia.
00:26:38.911 --> 00:26:41.211
Oh my God. Should we go back in time again? No.
00:26:42.671 --> 00:26:45.911
Okay, we're back in 1970s. Let's remind ourselves.
00:26:45.911 --> 00:26:49.231
The advertising landscape of the time there's tv
00:26:49.231 --> 00:26:52.471
there's radio radio there's print print
00:26:52.471 --> 00:26:56.091
billboards magazines whatever right there's no digital okay
00:26:56.091 --> 00:26:59.311
you are the mayor
00:26:59.311 --> 00:27:02.231
of new york city nice city's falling
00:27:02.231 --> 00:27:05.651
apart it's in total chaos and you
00:27:05.651 --> 00:27:08.871
have a budget to deal with this
00:27:08.871 --> 00:27:12.731
the pr and the image issue
00:27:12.731 --> 00:27:15.491
with did i just get elected or am i like
00:27:15.491 --> 00:27:18.471
facing re-election or am i getting your my
00:27:18.471 --> 00:27:21.671
status in power it doesn't matter you're you're you're
00:27:21.671 --> 00:27:26.851
mayor forever sick okay this is an important issue and you just have a pocket
00:27:26.851 --> 00:27:32.271
full of money and you just hired the best ad agency in the city to come up with
00:27:32.271 --> 00:27:41.351
a campaign for i love for to help tourism how what what's the first thing that you do? I...
00:27:42.982 --> 00:27:46.102
I don't know. I'd fail, I guess.
00:27:46.542 --> 00:27:51.222
I mean, I guess that's why you're hiring experts. What would you ask? Add agency.
00:27:51.622 --> 00:27:58.222
Here's what I would do. I would start with some form of survey of the sentiments
00:27:58.222 --> 00:28:01.322
of New York. What do people love about New York? Okay.
00:28:01.682 --> 00:28:08.082
I would try to get some objective populist unifying message through,
00:28:08.082 --> 00:28:11.482
call it a poll, a survey, or whatever. Sure. You want market research.
00:28:11.522 --> 00:28:14.662
I want market research. So I would try to get market research first.
00:28:14.862 --> 00:28:19.462
Okay. Well, you don't have to get it because you're paying a big bucks to the advertising agency.
00:28:19.642 --> 00:28:21.802
They won't throw that in. They throw that in. They already have it.
00:28:21.862 --> 00:28:27.522
Nice. So the market research says that people are disillusioned by New York.
00:28:27.762 --> 00:28:30.002
They don't want to visit there because they think it's unsafe.
00:28:30.002 --> 00:28:34.162
And what people love about the city is the vibrancy,
00:28:34.522 --> 00:28:44.482
the arts, let's say, the culture around food and people and just it being a
00:28:44.482 --> 00:28:47.562
bustling city that never sleeps. Yeah.
00:28:48.482 --> 00:28:51.542
Big Apple. Is the Big Apple like a thing then?
00:28:51.962 --> 00:28:54.782
I don't know. I think it is. I think that probably came before.
00:28:54.782 --> 00:28:58.482
It was in James and the Giant Peach, which makes me think that it predated this, right?
00:28:58.482 --> 00:29:05.722
That's my touchstone yeah you're like people are gonna think you're like 90
00:29:05.722 --> 00:29:10.902
years old i've been told i'm an old soul you really are and i love you for that.
00:29:11.702 --> 00:29:14.722
So when as mayor yeah like what
00:29:14.722 --> 00:29:17.822
what's your vision what would you where would you want to see these ads
00:29:17.822 --> 00:29:20.822
come to new york where everything is
00:29:20.822 --> 00:29:23.482
awesome great you want do you
00:29:23.482 --> 00:29:26.782
want at tv ads i think
00:29:26.782 --> 00:29:29.502
i would i would do an
00:29:29.502 --> 00:29:32.662
all-out blitz meaning i want everything
00:29:32.662 --> 00:29:35.522
i want tv ads i want billboards i want
00:29:35.522 --> 00:29:42.602
full-page newspapers i want magazines i want celebrities okay i want celebrities
00:29:42.602 --> 00:29:48.182
commercials okay let's start there yes okay that was great good job really good
00:29:48.182 --> 00:29:53.702
job did i fix the city yet no but we're going to sweet so always remember the
00:29:53.702 --> 00:29:55.162
goal is to promote tourism.
00:29:55.722 --> 00:30:00.882
And so a couple of quick facts about how this campaign was launched and who
00:30:00.882 --> 00:30:03.122
was involved and what they did.
00:30:03.322 --> 00:30:08.622
It says that this whole branding campaign and the I Love New York slash I Heart
00:30:08.622 --> 00:30:11.442
New York logo, it started in 1975.
00:30:11.982 --> 00:30:16.082
It included a slogan, a logo, and a song.
00:30:16.402 --> 00:30:24.122
And all of these pieces of collateral were then put out in TV ads and print ads and everything.
00:30:24.982 --> 00:30:27.242
Was anyone else doing this at the time?
00:30:28.201 --> 00:30:34.061
Have you heard of this little show called Mad Men? Yeah. Oh, no, but like for a city.
00:30:34.601 --> 00:30:39.701
Oh, for a city. I don't know. Like was New York kind of like trailblazing the
00:30:39.701 --> 00:30:42.401
we're going to advertise for our literal city?
00:30:42.981 --> 00:30:45.841
Because there's, you know, brands and vacations and whatever.
00:30:46.061 --> 00:30:55.261
But like. I wouldn't be surprised if this was this set a precedent for tourism, advertising.
00:30:55.701 --> 00:30:58.481
Because you see it all the time now. like canada wants us to go up
00:30:58.481 --> 00:31:01.741
there yeah yeah and it was wildly successful yeah
00:31:01.741 --> 00:31:05.101
it was like yeah anyway so the advertising
00:31:05.101 --> 00:31:08.921
agency that was hired by the whoever
00:31:08.921 --> 00:31:13.721
was in the government that hired mr mayor it wasn't the mayor actually but i'll
00:31:13.721 --> 00:31:17.521
it was the new york state deputy commissioner william doyle he was in charge
00:31:17.521 --> 00:31:22.001
of this ah billy doyle my guy you know him i mean i'm the mayor of course i
00:31:22.001 --> 00:31:26.101
do okay so we're now back in the present oh i'm sorry i forgot to mention you
00:31:26.241 --> 00:31:29.041
to do the sound oh that was
00:31:29.041 --> 00:31:31.721
like sounds like reverse what we did before see i did
00:31:31.721 --> 00:31:34.781
that on purpose okay who needs sound effects low budget
00:31:34.781 --> 00:31:40.841
so we're back in the present we're josh and eugenia the term is zero budget
00:31:40.841 --> 00:31:47.001
oh sorry okay so there's a slogan there's a logo there's a song and it's it's
00:31:47.001 --> 00:31:52.861
being it's being it's everywhere okay you mentioned celebrities yeah it's a
00:31:52.861 --> 00:31:54.121
tv commercial with celebrities.
00:31:55.141 --> 00:32:00.801
Such as, I didn't recognize a lot of them, but I did recognize Liza Minnelli. Okay.
00:32:01.897 --> 00:32:08.557
You mean, wait, the woman from Arrested Development? Aw, and now you're young again. I know, right?
00:32:08.717 --> 00:32:12.397
It's like there's this middle part that's missing there. Yeah, I'm a time traveler.
00:32:13.917 --> 00:32:17.897
Liza Minnelli, Baryshnikov, the ballet dancer. Okay.
00:32:18.257 --> 00:32:23.977
So they did focus heavily on- The arts. The arts. Broadway, musicals,
00:32:24.057 --> 00:32:25.117
plays. Yeah, that's the draw, right?
00:32:25.377 --> 00:32:28.277
You should be playing toward your strengths, which is Broadway.
00:32:28.757 --> 00:32:34.397
Was Broadway thriving back then? Yeah, and it was the only place to see it in the US.
00:32:34.637 --> 00:32:37.237
Oh, true. There wasn't like off-Broadway stuff really.
00:32:38.137 --> 00:32:42.917
No, off-Broadway is in New York, by the way. Wait, what? Like off-Broadway.
00:32:43.897 --> 00:32:46.077
Anyways. Put it on the list. We'll talk about it in another one.
00:32:46.077 --> 00:32:50.477
I don't think there were like touring Broadway shows the way they are today.
00:32:50.657 --> 00:32:56.237
If you wanted to see a really great musical or a play, New York was a place to go to see it.
00:32:56.237 --> 00:32:59.077
So going back to the
00:32:59.077 --> 00:33:02.277
advertising agency wells rich and
00:33:02.277 --> 00:33:07.837
green okay this was the advertising agency that was hired to handle this campaign
00:33:07.837 --> 00:33:14.157
under the directorship of mary wells lawrence i have never heard of this woman
00:33:14.157 --> 00:33:22.077
okay and if anyone out there wants to google i heart new york or I Love New York, the logo,
00:33:22.557 --> 00:33:24.417
her name does not pop up.
00:33:24.637 --> 00:33:27.097
You really kind of have to dig into the history.
00:33:27.857 --> 00:33:31.177
Milton Glaser's name comes up because he's the graphic designer who was famous
00:33:31.177 --> 00:33:33.557
at the time, and he's the one who designed the logo.
00:33:34.177 --> 00:33:39.497
But Mary Wells Lawrence, the CEO of this advertising agency,
00:33:39.617 --> 00:33:42.957
is the one who came up with I Love New York. But isn't that...
00:33:44.437 --> 00:33:48.377
That's brilliant on her part, right? Like if she takes credit for it,
00:33:48.477 --> 00:33:53.777
it won't take off as much as if the famous designer of the time who was involved
00:33:53.777 --> 00:33:55.717
in the project has his name attached to it, right?
00:33:55.777 --> 00:33:59.117
Like that is branding in and of itself. She's not the brand. She's the agency.
00:33:59.357 --> 00:34:02.577
Oh, what? She didn't hire him. How did he get involved? He was involved.
00:34:03.057 --> 00:34:06.717
He was recruited by William Doyle. Oh, Billy Doyle.
00:34:06.837 --> 00:34:09.897
He was not a part of, he didn't work at this ad agency.
00:34:09.897 --> 00:34:12.817
They were tasked with coming up with the entire
00:34:12.817 --> 00:34:15.757
campaign and then at a certain point william
00:34:15.757 --> 00:34:18.957
doyle the new york state deputy commissioner was like
00:34:18.957 --> 00:34:21.977
we need the star power or we need a graphic designer
00:34:21.977 --> 00:34:24.737
to come and design the logo okay so she came up
00:34:24.737 --> 00:34:28.097
with the slogan she came up with the campaign essentially she
00:34:28.097 --> 00:34:31.237
didn't come up with the logo because she did work with her
00:34:31.237 --> 00:34:34.157
team and her agency worked with melton glazer do
00:34:34.157 --> 00:34:37.597
i mean that was kind of like the i guess
00:34:37.597 --> 00:34:40.737
the what do you call the cherry on top or whatever that's
00:34:40.737 --> 00:34:43.497
what people remember i'm here to tell you that this
00:34:43.497 --> 00:34:46.897
was a big campaign that consisted of multiple components
00:34:46.897 --> 00:34:49.957
so the song is the and
00:34:49.957 --> 00:34:56.457
she is the ceo of the agency who the donald sterling yeah and and by the way
00:34:56.457 --> 00:35:01.937
i don't remember a character in mad men did you watch it uh i think i saw a
00:35:01.937 --> 00:35:08.657
few seasons not start to finish but same same so i i do apologize if i I am wrong about this,
00:35:08.797 --> 00:35:13.357
but from the episodes and I watch a lot of episodes and a lot of seasons,
00:35:13.357 --> 00:35:17.337
maybe not back to back, but I don't remember a character,
00:35:17.617 --> 00:35:24.297
a female character who was a CEO of one of the big ad agencies on that show. I don't believe so.
00:35:24.497 --> 00:35:28.417
And not to say that Matthew Wiener didn't do his research because from what
00:35:28.417 --> 00:35:30.537
I've heard, it's extremely, it is very factual.
00:35:30.997 --> 00:35:36.017
I mean, you know. And it was still like generally and male dominated.
00:35:36.297 --> 00:35:43.017
Yes. But I think she was clearly a big player during this time when Mad Men
00:35:43.017 --> 00:35:47.497
and the advertising agency on Madison Avenue was huge, which was 1960 to 1970.
00:35:47.777 --> 00:35:53.157
This campaign was launched in the mid-1970s. So I just wanted to draw attention
00:35:53.157 --> 00:35:56.477
to Mary Wells Lawrence because she sounds like a fucking badass.
00:35:58.137 --> 00:36:01.437
She's a founding president of this ad agency, Wells Rich and Green.
00:36:01.437 --> 00:36:02.737
It was established in 1966.
00:36:03.577 --> 00:36:06.477
She's a first female ceo of a company listed
00:36:06.477 --> 00:36:09.737
in the new york stock exchange wow that's whoa like
00:36:09.737 --> 00:36:13.117
how do we now know this i did not know this woman say your
00:36:13.117 --> 00:36:16.477
name one more time her name is mary wells law lawrence
00:36:16.477 --> 00:36:22.917
mary wells lawrence i think she passed away a few years ago wow some of the
00:36:22.917 --> 00:36:30.717
clients at from her ad agency included gm cadbury schweps ibm pan am like the
00:36:30.717 --> 00:36:34.517
big guys heard of those have Have you heard of the slogan,
00:36:34.937 --> 00:36:36.177
plop, plop, fizz, fizz?
00:36:38.302 --> 00:36:41.362
I may have come across it. Alka-Seltzer? Yeah, yeah, yeah. That's her.
00:36:41.522 --> 00:36:44.822
That was her agency. I can see it. Raise your hand if you're sure.
00:36:45.342 --> 00:36:47.642
No, I don't know that one. Oh, you would be a little young. Is that the birth
00:36:47.642 --> 00:36:50.182
control? No, it's like the deodorant.
00:36:50.602 --> 00:36:56.762
Oh. I think it's called sure. I was thinking it was a birth test or like a pregnancy
00:36:56.762 --> 00:36:58.922
test. No, no, no. Oh, God.
00:36:59.402 --> 00:37:03.722
But raise your hand makes a lot more sense. It should be like a plan B thing. Yeah, yeah.
00:37:04.342 --> 00:37:12.322
I'm sure I'm pregnant. So this woman sounds amazing, and I'm going to do a deeper
00:37:12.322 --> 00:37:16.342
dive and to see if she wrote a book or if there's a documentary, she sounds badass.
00:37:17.002 --> 00:37:22.422
So 100% of the design credit of the I Heart New York logo absolutely goes to Milton Glaser.
00:37:22.602 --> 00:37:27.562
But this woman was a crucial, a key figure in this entire campaign.
00:37:28.242 --> 00:37:31.682
I should also mention there's a guy named Charlie Moss, who was the creative
00:37:31.682 --> 00:37:35.922
director of the agency. And it sounds like they came up with this together.
00:37:37.522 --> 00:37:41.222
How do you think milton glazer
00:37:41.222 --> 00:37:44.122
what do you think his process was for coming
00:37:44.122 --> 00:37:47.782
up with the i heart new york logo i think
00:37:47.782 --> 00:37:51.142
he once you
00:37:51.142 --> 00:37:54.822
have the word love in the slogan i think
00:37:54.822 --> 00:38:00.342
it becomes pretty clear i think he started with the heart i think he started
00:38:00.342 --> 00:38:07.862
with like i need a graphical heart it's the most iconic image that evokes love
00:38:07.862 --> 00:38:12.822
and happiness exactly the things that they're trying to,
00:38:14.339 --> 00:38:19.199
evoke um and then i think i think it probably started with a heart and then
00:38:19.199 --> 00:38:24.899
he worked backwards basically with the rest of the slogan but do you picture
00:38:24.899 --> 00:38:33.139
him like at his drawing desk in his office with like crayons or yeah yeah yeah or like pencils maybe,
00:38:33.799 --> 00:38:42.499
he actually the original drawing of this logo he did in the back of a taxi nice
00:38:42.499 --> 00:38:48.579
and it was drawn with red crayon on this scrap piece of paper. Sick.
00:38:49.419 --> 00:38:54.779
And that drawing is now at the Museum of Modern Art in New York, which is pretty cool.
00:38:55.099 --> 00:39:00.099
I've gone there a million times and I did not know that. So maybe it's not on view.
00:39:01.639 --> 00:39:07.599
So more about Milton Glaser, now that I've said my piece on Mary Wells Lawrence,
00:39:07.799 --> 00:39:09.919
who I definitely want to learn more about.
00:39:10.259 --> 00:39:16.779
Milton Glaser, who is more well-known, A couple of things, he's a founder of
00:39:16.779 --> 00:39:19.419
New York Magazine, which I did not know, which is interesting.
00:39:20.059 --> 00:39:23.259
And he went on to establish his own design firm.
00:39:23.839 --> 00:39:27.839
He also won the National Medal of Arts, and he was the first graphic designer
00:39:27.839 --> 00:39:31.659
to receive this honor awarded by President Obama.
00:39:31.899 --> 00:39:38.639
Oh, nice. He cares about the arts. What other designs of his would I maybe know?
00:39:38.639 --> 00:39:43.379
Do you know the Bob Dylan poster poster?
00:39:44.703 --> 00:39:52.643
It's like an illustration of his profile, and his hair has swirly lines of color
00:39:52.643 --> 00:39:53.563
in them. Yeah, yeah, yeah.
00:39:54.623 --> 00:39:58.623
Was that an album cover? It was for an album cover, yeah, for his greatest hits
00:39:58.623 --> 00:40:02.563
album. That was Milton. Nice. The Brooklyn Brewery logo.
00:40:03.363 --> 00:40:05.443
Oh, yeah, yeah, yeah. The green and black logo. Yeah, yeah, yeah.
00:40:05.463 --> 00:40:09.803
That was him. We saw that in Japan? I mean, you- I saw it in Japan.
00:40:10.323 --> 00:40:12.623
Was that really the first time you saw Brooklyn Brewery? No,
00:40:12.723 --> 00:40:15.643
but that was the most recent time we saw it. Yeah, that was the most recent time.
00:40:15.943 --> 00:40:19.963
So FYI, there's like a random Brooklyn brewery bar. Yeah.
00:40:20.303 --> 00:40:25.003
In this really cute boutique hotel in Tokyo. Across from the stock exchange.
00:40:25.603 --> 00:40:27.303
Across from the stock exchange.
00:40:28.323 --> 00:40:34.143
He also, he did a ton of work for Columbia Records, the New York Times.
00:40:34.683 --> 00:40:40.923
He designed like restaurants and shops and all kinds of them.
00:40:40.923 --> 00:40:43.803
Like their their graphic design or like the actual
00:40:43.803 --> 00:40:46.683
layout and interior and the whole thing i mean you kind of
00:40:46.683 --> 00:40:49.563
i think he i'm sure he had a say in all of it but yes
00:40:49.563 --> 00:40:52.463
like the visuals and what went on the walls and how
00:40:52.463 --> 00:40:55.283
the furniture fit into it and the layout yeah yeah um it's
00:40:55.283 --> 00:40:58.543
all part of good design so yeah restaurants
00:40:58.543 --> 00:41:02.123
a lot of posters even some
00:41:02.123 --> 00:41:04.823
everyday grocery items i think he did like
00:41:04.823 --> 00:41:07.703
a pickle pickle company and stuff like that
00:41:07.703 --> 00:41:10.923
so he's he's really he kind of did
00:41:10.923 --> 00:41:14.763
a lot and his designs were everywhere
00:41:14.763 --> 00:41:18.163
at some point yeah yeah so
00:41:18.163 --> 00:41:21.343
really important guy was he a rich man
00:41:21.343 --> 00:41:25.223
does that like pay well or i
00:41:25.223 --> 00:41:28.483
mean it's pretty subjective yeah i
00:41:28.483 --> 00:41:31.343
will tell you that he created he designed the
00:41:31.343 --> 00:41:34.743
i love new york logo pro bono no way.
00:41:34.743 --> 00:41:37.903
So wait but pro bono means
00:41:37.903 --> 00:41:41.123
like it was successful and he got paid on the back end or
00:41:41.123 --> 00:41:43.803
it was free oh this is what what did
00:41:43.803 --> 00:41:46.743
what do you think i don't know i don't know that's like
00:41:46.743 --> 00:41:50.563
that's sketchy as hell if you're hi yes
00:41:50.563 --> 00:41:53.983
absolutely i will do this work for you pro bono out
00:41:53.983 --> 00:41:57.783
of the goodness of my heart and because i believe in this yeah but if
00:41:57.783 --> 00:42:00.823
you make a shit ton of money i want money back yeah i
00:42:00.823 --> 00:42:04.023
know no that's not how pro bono works okay i and
00:42:04.023 --> 00:42:08.703
if that is what you're doing like i think you're getting fucking swindled like
00:42:08.703 --> 00:42:13.183
you shouldn't do that pro bono is like it means you're doing it for charity
00:42:13.183 --> 00:42:18.623
or for done that has not been done to me nor how yeah like at law firms a lot
00:42:18.623 --> 00:42:21.363
of like associates and even partners, I think,
00:42:21.523 --> 00:42:24.003
they are encouraged, if not required,
00:42:24.383 --> 00:42:27.463
to do a certain amount of pro bono work.
00:42:27.543 --> 00:42:31.123
For the prestige of the firm, or the goodness of their hearts,
00:42:31.183 --> 00:42:37.583
or because they're so unseemly paid on their other accounts that they can do it?
00:42:38.483 --> 00:42:42.083
I mean, it's a corporate responsibility. Yeah, I see.
00:42:42.203 --> 00:42:47.223
The same way if you work for any major corporation, they encourage volunteering. Yeah.
00:42:47.563 --> 00:42:50.603
If you're a lawyer, there are a lot of legal needs out there.
00:42:50.783 --> 00:42:56.103
And if you do the work pro bono, you are asked to do a certain percentage.
00:42:56.103 --> 00:43:00.723
So I guess if the government comes calling saying, hey, we want to revitalize
00:43:00.723 --> 00:43:04.063
New York with a logo of yours, I could see how that's appealing.
00:43:04.203 --> 00:43:08.063
And if it's when it's successful, you get part of the work. He loved New York. Yeah?
00:43:08.483 --> 00:43:15.003
I think New Yorkers are some of the most passionate and proud people of where
00:43:15.003 --> 00:43:16.183
they live and their city.
00:43:17.303 --> 00:43:20.683
It's really amazing. He was one of those people.
00:43:20.963 --> 00:43:26.523
And I think when the deputy commissioner approached him, he's like,
00:43:26.783 --> 00:43:30.483
yeah, the city's, yeah, we're going through some shit right now.
00:43:30.503 --> 00:43:34.183
And if I can help, I'm going to help. He seemed like that kind of guy.
00:43:35.343 --> 00:43:38.663
There are so many t-shirts. I know.
00:43:39.023 --> 00:43:42.063
And mugs printed today, though. I know, but it wasn't about the money.
00:43:42.303 --> 00:43:43.583
It wasn't about the money.
00:43:44.143 --> 00:43:48.403
The song that was written by Steve Carmen, the I Love New York song,
00:43:48.443 --> 00:43:53.043
was also done pro voto for the city.
00:43:53.263 --> 00:43:55.343
So you can sing it. Do you know it?
00:43:55.883 --> 00:44:00.443
It's not popping into my head. There's so many I Love New York songs since,
00:44:00.763 --> 00:44:05.783
but the one that was a part of this campaign and was in all the commercials
00:44:05.783 --> 00:44:09.503
with the celebrities and broadway musical acts it was,
00:44:10.323 --> 00:44:13.303
saying it saying it saying it it
00:44:13.303 --> 00:44:17.683
was like it was so simple it was just like i love
00:44:17.683 --> 00:44:26.803
new york oh yeah i know this one i love new york yeah and then i don't know
00:44:26.803 --> 00:44:29.583
the rest of it but that's good enough they just kind of repeat that over and
00:44:29.583 --> 00:44:33.783
over again it's uh again simple yeah but effective Indeed.
00:44:33.963 --> 00:44:38.223
Now I'll be singing that the rest of the night. So who owns the logo?
00:44:39.003 --> 00:44:44.103
The state of New York. The State Department of Economic Development owns the logo.
00:44:44.263 --> 00:44:48.263
Because presumably they paid the ad firm to do it.
00:44:48.523 --> 00:44:51.183
Yeah, sure. So they have the ownership of it. Yeah, yeah, yeah.
00:44:52.203 --> 00:45:02.823
So when I buy a I Love New York t-shirt in Times Square, does some of that money go back to the state?
00:45:03.063 --> 00:45:08.203
I mean, if it was licensed, like this mug that I have with the TM,
00:45:08.443 --> 00:45:13.263
it's trademarked and it's official Isle of New York. I don't think it's bootleg.
00:45:14.503 --> 00:45:17.743
Are they litigious? Is the state of New York particularly litigious?
00:45:18.223 --> 00:45:21.723
I'm going to tell you some interesting stats that I found.
00:45:22.919 --> 00:45:25.999
So is the state litigious? Yeah.
00:45:26.419 --> 00:45:33.019
Yeah, they are. They know how valuable this logo is. So I have some random stats here,
00:45:33.279 --> 00:45:38.199
but it's all I could find because the government is super like they're very
00:45:38.199 --> 00:45:42.119
tight lipped on all of this and the financial details of what they're making
00:45:42.119 --> 00:45:45.219
and losing and all that around this logo are not publicly disclosed.
00:45:45.279 --> 00:45:47.179
Murky. So here's what I have.
00:45:48.099 --> 00:45:50.919
By by 2005 the state
00:45:50.919 --> 00:45:54.479
had filed nearly 3 000 abjections against
00:45:54.479 --> 00:45:57.139
imitators and i don't know
00:45:57.139 --> 00:46:00.879
copyright and so like i heart ca for yeah
00:46:00.879 --> 00:46:03.859
but also just like printing the logo on shit and selling it
00:46:03.859 --> 00:46:06.619
right illegally and there.
00:46:06.619 --> 00:46:09.439
Were in in 2012 these years are
00:46:09.439 --> 00:46:12.459
so random 100 trademark objections and
00:46:12.459 --> 00:46:16.119
cease and desist letters letters were filed and but
00:46:16.119 --> 00:46:18.879
some objections have been ruled void and this is
00:46:18.879 --> 00:46:22.179
this is funny a court concluded in 1980
00:46:22.179 --> 00:46:25.039
that the producers of saturday night
00:46:25.039 --> 00:46:28.439
live did not infringe on the copyrights so
00:46:28.439 --> 00:46:32.159
the fucking state went after snl what an institution
00:46:32.159 --> 00:46:35.199
i know like you should your institution
00:46:35.199 --> 00:46:38.299
you should be asking them to be in your commercials anyways
00:46:38.299 --> 00:46:41.219
they went after lauren michaels wow i guess
00:46:41.219 --> 00:46:43.879
in 1980 that but the
00:46:43.879 --> 00:46:47.079
court ruled that they did not infringe on the copyrights of of
00:46:47.079 --> 00:46:50.579
the i love new york campaign with its do
00:46:50.579 --> 00:46:53.419
you don't know i love new it was there a
00:46:53.419 --> 00:46:56.939
sketch i love sodom skit sodom hussein
00:46:56.939 --> 00:47:01.399
no sodom like sodomy what well
00:47:01.399 --> 00:47:04.399
that's problematic because it why
00:47:04.399 --> 00:47:07.499
is it i don't know it's snl sodomy it's
00:47:07.499 --> 00:47:13.259
funny and it's also totally a parody and within fair use so like maybe the state
00:47:13.259 --> 00:47:17.499
needs to like get better lawyers like what a waste of time well oh that's true
00:47:17.499 --> 00:47:22.259
everything they do is parody how can you yeah it's false use like it's stupid.
00:47:22.259 --> 00:47:24.839
Yeah and you should have just let them use it because it's funny,
00:47:25.739 --> 00:47:29.199
I went to Saddam Hussein I know this
00:47:29.199 --> 00:47:32.279
was 1980 sorry yeah I'm time traveling
00:47:32.279 --> 00:47:37.579
again I apologize yeah let's stay put for the time being a couple of other interesting
00:47:37.579 --> 00:47:41.679
how much money do you think they make annually off of I Love New York merch
00:47:41.679 --> 00:47:47.419
today officially today officially wait in cumulatively or annually annually
00:47:47.419 --> 00:47:51.699
annually I think they make a hundred million dollars.
00:47:52.626 --> 00:47:55.906
No, not that much. $20 million. $30. $30 million.
00:47:56.586 --> 00:48:00.866
It's not bad. And they're not like, and they're not, there's no expense to that.
00:48:00.986 --> 00:48:03.326
That's just license fees. Yeah. Sick. Exactly.
00:48:03.766 --> 00:48:06.446
Maybe some lawyers. That's it. Yeah, that's it. And the lawyers,
00:48:06.626 --> 00:48:10.726
I mean, they, they're already, they're doing a bunch of other stuff anyways.
00:48:10.826 --> 00:48:12.446
So that pays for like a few stoplights?
00:48:13.766 --> 00:48:17.906
Maybe like two subway cars? I think New York City is a little better at- You
00:48:17.906 --> 00:48:19.626
don't have million dollar bathrooms like New York?
00:48:19.846 --> 00:48:23.446
California, so- New York doesn't have million-dollar public bathrooms.
00:48:24.206 --> 00:48:28.366
Weird. Wasn't it also like a single stall? Yeah. Yeah, no. I don't think that would happen.
00:48:29.446 --> 00:48:35.306
Yeah. How about that? Interesting, right? Yeah. $30 million a year.
00:48:35.726 --> 00:48:40.786
I mean, over the course of, what is it, 75? I mean, I'm sure the license fees
00:48:40.786 --> 00:48:44.386
are going up with inflation, too, so they're not falling behind or anything like that.
00:48:44.446 --> 00:48:47.486
I mean, the other thing about great design
00:48:47.486 --> 00:48:50.926
and this incredible logo is that it it's
00:48:50.926 --> 00:48:53.826
just it's it will never i
00:48:53.826 --> 00:48:57.126
don't think you'll ever fade away or die out because
00:48:57.126 --> 00:49:00.306
it was it experiences these second
00:49:00.306 --> 00:49:03.306
third lives and it's a resurgence of
00:49:03.306 --> 00:49:09.286
the logo like during 9-11 yeah and you know i always like i'm now that i'm staring
00:49:09.286 --> 00:49:15.506
at this mug like the two letters next to each other ny like i'm racking my brain
00:49:15.506 --> 00:49:21.606
trying to think of like who could confuse ny with anything other than New York, like internationally,
00:49:22.046 --> 00:49:24.566
and I'm not, I can't come up with anything.
00:49:24.806 --> 00:49:28.046
Like NY is such an iconic two letter combination.
00:49:28.466 --> 00:49:31.706
And I think it had a lot to do with this logo. Yeah.
00:49:32.426 --> 00:49:38.166
Like, I don't know if that would, you could say that about NY pre the logo.
00:49:38.366 --> 00:49:40.926
Sure. But I mean, the Yankees, right? Yeah.
00:49:41.463 --> 00:49:47.283
No, I think the Yankees, but I wouldn't say NY Yankees would be immediately
00:49:47.283 --> 00:49:49.083
top of mind that it's New York.
00:49:49.323 --> 00:49:56.483
Yeah. Like it is in this font, in this style where people immediately,
00:49:56.863 --> 00:49:59.983
their brains associate this with a place. Yeah.
00:50:00.663 --> 00:50:07.363
And that's what great design and great communication is. So in my line of work,
00:50:07.563 --> 00:50:09.123
I sometimes deal with country codes.
00:50:09.623 --> 00:50:15.523
And I always get confused with CA, because being a Californian,
00:50:15.663 --> 00:50:19.443
I always think California, but it can also be Canada.
00:50:19.963 --> 00:50:25.343
And then CN also, I think, is Canada sometimes, but that's China.
00:50:26.623 --> 00:50:32.983
So it's not a given that a two-letter country or city code is iconic.
00:50:32.983 --> 00:50:35.983
You know you would think that california would have had like a
00:50:35.983 --> 00:50:39.383
fucking gangbusters like tourism campaign
00:50:39.383 --> 00:50:42.363
that everyone knew about and
00:50:42.363 --> 00:50:48.103
was you know it's similar to an iheart new york logo yeah they they don't have
00:50:48.103 --> 00:50:53.023
one we got hollywood hollywood hollywood i'm talking about your hollywood is
00:50:53.023 --> 00:51:01.803
a place where they film movies it's a town within california but like what what what image,
00:51:02.143 --> 00:51:06.543
what logo, what slogan comes to mind when you think about California? Waste.
00:51:07.336 --> 00:51:10.476
I mean disney disney and yeah disney but
00:51:10.476 --> 00:51:13.796
disney has florida too and so that's not even as
00:51:13.796 --> 00:51:17.156
like yeah it's like now it's internationally disney world
00:51:17.156 --> 00:51:19.956
yeah yeah to your east yeah to your east
00:51:19.956 --> 00:51:22.916
coaster and then you have beaches but it's like which beach
00:51:22.916 --> 00:51:25.896
it's just like it the branding and the identity we
00:51:25.896 --> 00:51:29.016
have too much california we have too many different things spread over
00:51:29.016 --> 00:51:31.836
too much geographical you're unfocused california is
00:51:31.836 --> 00:51:35.016
unfocused and lazy i mean there's the
00:51:35.016 --> 00:51:37.936
california commercial that i see every now and then
00:51:37.936 --> 00:51:40.816
and it's it's it's exactly
00:51:40.816 --> 00:51:43.636
everything into it but it's exactly what the
00:51:43.636 --> 00:51:47.336
new york commercial did in 1975 yeah so
00:51:47.336 --> 00:51:51.456
like they couldn't come up with a more compelling concepts other
00:51:51.456 --> 00:51:55.756
than just having placing california celebrities
00:51:55.756 --> 00:51:58.896
in a beach at a beach and at
00:51:58.896 --> 00:52:01.776
santa monica pier on the slopes i mean
00:52:01.776 --> 00:52:04.796
it's in yosemite like where's the creative capital
00:52:04.796 --> 00:52:10.416
here like what the hell squandered i i mean i yeah i mean no there's a lot of
00:52:10.416 --> 00:52:15.416
good stuff about california but there hasn't been a tourism advertising campaign
00:52:15.416 --> 00:52:21.036
nearly as effective maybe san francisco needs impactful oh i know right like
00:52:21.036 --> 00:52:24.396
we should hit up david lurie and be like dude see the new guy.
00:52:25.156 --> 00:52:28.436
Yeah he's a new mayor yeah they're san francisco like
00:52:28.436 --> 00:52:31.136
if that was new york they should use this as
00:52:31.136 --> 00:52:34.416
a case study yeah and they should just modernize
00:52:34.416 --> 00:52:38.876
it oh my god i should lead it you should you know
00:52:38.876 --> 00:52:41.836
they got money what are we doing sitting around here well i
00:52:41.836 --> 00:52:44.516
don't know so there's so much real estate that's empty i don't there's like a
00:52:44.516 --> 00:52:47.396
lot of taxes um but there's a lot of taxes that
00:52:47.396 --> 00:52:50.576
are being paid they're fine they are fine yeah san
00:52:50.576 --> 00:52:53.456
francisco yeah we totally need that step one
00:52:53.456 --> 00:52:56.696
clean up the homeless step two get tourism back
00:52:56.696 --> 00:53:00.036
this is the thing about advertising is that you
00:53:00.036 --> 00:53:02.896
don't even need to clean up anything you just need the
00:53:02.896 --> 00:53:05.556
right message and i mean it would be
00:53:05.556 --> 00:53:09.076
nice if those things were in progress it'd be nice if like the the
00:53:09.076 --> 00:53:12.516
toothpaste wasn't locked up in the grocery store but like i
00:53:12.516 --> 00:53:15.536
mean my friend who just came to visit san francisco and i i sent
00:53:15.536 --> 00:53:18.976
her but that map of like dangerous zones
00:53:18.976 --> 00:53:22.776
and they avoided it and they had the best time yeah but not everybody has that
00:53:22.776 --> 00:53:27.116
map yeah but i'm friends like you but there are plenty of there are plenty of
00:53:27.116 --> 00:53:33.236
ways to position San Francisco so that it is more appealing and tourists aren't
00:53:33.236 --> 00:53:38.296
scared because a lot of content out there depicts a really scary San Francisco.
00:53:38.676 --> 00:53:44.516
So was New York cleaning itself up at the same time as this campaign? I think it was.
00:53:44.836 --> 00:53:48.356
Did tourism beget a cleaner city? So-
00:53:49.359 --> 00:53:52.739
What was the chicken or the egg situation? Yeah. I mean, I don't know.
00:53:52.899 --> 00:53:59.099
But my guess is that they sort of, yeah, it happens.
00:53:59.399 --> 00:54:01.899
Like the city did get better. Yeah.
00:54:02.639 --> 00:54:07.539
But a different administration came in. Like Ed Koch was the next mayor and he was beloved.
00:54:07.899 --> 00:54:16.299
Koch? Koch? Koch? No, this is Ed Koch, the Koch brothers who basically own New
00:54:16.299 --> 00:54:18.599
York. They're like the investment family.
00:54:19.539 --> 00:54:22.159
Not the same people. Not the same people. Thank you for that clarification.
00:54:23.699 --> 00:54:26.599
So what did you learn? Was this fun? This was awesome.
00:54:27.399 --> 00:54:32.659
I had no idea. I have a brand new appreciation for this graphic.
00:54:33.099 --> 00:54:37.279
I will not try to steal it because they will come after me.
00:54:37.799 --> 00:54:41.839
And I think you need to launch a similar campaign in San Francisco.
00:54:43.139 --> 00:54:46.699
The first female ceo on
00:54:46.699 --> 00:54:51.719
the new york stock exchange like what's her name i forgot already mary wells
00:54:51.719 --> 00:54:56.079
lawrence mary wells lawrence mary wells lawrence mary wells lawrence that's
00:54:56.079 --> 00:55:04.419
that's epic who came up with the campaign in general yeah and now i remember the song i love new york.
00:55:06.759 --> 00:55:09.359
Yeah yeah awesome let's go
00:55:09.359 --> 00:55:13.079
to new york so okay i think
00:55:13.079 --> 00:55:16.579
we need to go back and go to moma yeah
00:55:16.579 --> 00:55:19.439
oh yeah we gotta find the cram i mean
00:55:19.439 --> 00:55:22.379
i have a feeling it's not on view yeah but if
00:55:22.379 --> 00:55:26.059
it is like fuck the starry night let's go straight to let's
00:55:26.059 --> 00:55:29.199
go straight to this original logo on
00:55:29.199 --> 00:55:32.119
a scrap piece of paper yeah and there's
00:55:32.119 --> 00:55:36.139
one thing that i wanted to leave everyone with about
00:55:36.139 --> 00:55:39.299
something a quote from milton glazer who i've always
00:55:39.299 --> 00:55:42.399
had a great deal of respect for and i actually
00:55:42.399 --> 00:55:45.459
in on my desk and in
00:55:45.459 --> 00:55:48.239
my office i had a post-it and i
00:55:48.239 --> 00:55:51.219
wrote the his words on it and i these are
00:55:51.219 --> 00:55:53.899
this is my life philosophy and what
00:55:53.899 --> 00:55:57.719
it said was make things that move people and i
00:55:57.719 --> 00:56:00.739
just think that's such a great way to make things that move people
00:56:00.739 --> 00:56:04.599
approach your career and your life and we
00:56:04.599 --> 00:56:07.899
should always make things that move people and work
00:56:07.899 --> 00:56:14.219
this was amazing thank you eugenia you're welcome you i love hearing the insights
00:56:14.219 --> 00:56:20.659
of your former and future career when you fix san francisco as well and sorry
00:56:20.659 --> 00:56:25.619
for triggering you oh that's okay it happens like a lot kind of one of my things
00:56:25.619 --> 00:56:27.719
yeah And thanks for singing.
00:56:28.699 --> 00:56:30.119
And thanks for singing.
00:56:31.120 --> 00:56:48.631
Music.