I (Heart) Moscow?
Posted on July 17, 2012
Moscow city officials are searching for their own version of Milton Glaser’s “I Love New York” campaign. Through an open competition they hope to encourage the creation of an “original and organic logo to project Moscow as a global tourism center.” New York’s famous campaign, as Art Blake describes in his essay on New York City in American Tourism: Constructing a National Tradition, is credited with rebranding New York City as a tourist-friendly destination after decades of urban decline. It is understandable that Moscow, with its many connections to New York in terms of immigration and cultural outlook, would seek to imitate New York’s success. The right combination of design talent, urban management, and timing must, however, come together for places to truly reposition their global images. An open competition, moreover, is also a risky move for city officials. Would Glaser’s simple “I Love New York” campaign have necessarily won in an open competition?