Brand Tone

Proud & Iconic, Nostalgic & Sentimental, Inclusive & Welcoming, Official & Authentic, Enthusiastic & Celebratory

Brand Values

• •Love for New York
• •Authenticity
• •State Pride & Promotion
• •Connection & Memorabilia
• •Inclusivity
• •Resilience & Unity

Best Practices

• •Emphasize Authenticity and "Official" Status: Consistently use terms like "official," "authentic," and "licensed" to differentiate from unofficial merchandise and build trust.
• •Evoke Emotion and Nostalgia: Use language that connects with people's positive feelings, memories, and love for New York. Words like "cherish," "celebrate," "unforgettable," and "passion" can be effective.
• •Be Inclusive and Broad: While NYC is a major focus, remember the brand represents all of New York State. Highlight the diversity of experiences the state offers.
• •Keep it Classic and Timeless: The "I LOVE NY" logo is iconic. The copy should reflect this enduring appeal rather than chasing short-lived trends. The tone should be confident and proud.
• •Focus on Connection and Expression: Frame the merchandise not just as products, but as ways for people to express their love for NY and share their connection with the state.

Social Perception

Iconic & Instantly Recognizable, Classic Souvenir, Expression of Affinity, Generally Positive, but Quality Can Vary (for non-official merchandise), Associated with Tourism

Copy Examples

• •Headline: Share Your New York Heart. Official Gear from Shop I LOVE NY. Body: From the vibrant streets of NYC to the breathtaking peaks of the Adirondacks, carry a piece of the Empire State with you. Authentic, licensed, and made with love.
• •Headline: It’s More Than a Logo. It’s a New York State of Mind. Body: Relive those unforgettable New York moments. Our official I LOVE NY collection has the perfect souvenir to keep your memories alive. Shop now and wear your story.
• •Headline: The Official Home for Your New York Love. Body: Don't settle for imitations. Get your genuine I LOVE NY t-shirts, mugs, and more right here. Every purchase supports the New York State you adore.
• •Headline: From Our State, To Your Heart. The I LOVE NY Collection. Body: Celebrating every corner of New York. Discover classic designs and new favorites that show off your passion for NY's unique landmarks and adventures.
• •Headline: Wear the Love. Live the Legacy. Shop I LOVE NY. Body: The iconic symbol recognized worldwide. Find your perfect piece of New York pride, from timeless tees to cherished keepsakes. Authentic and officially licensed.