The 1970’s were a low point of New York City’s recent history. Crippled by high crime rates, low tourism, and the loss of a million in population to the suburbs, the city neared bankruptcy. There was widespread belief that New York City was in irreversible decline.
In 1977, the New York State Department of Commerce hired advertising agency Wells Rich Greene to create a campaign to promote New York tourism. The “I Love NY” campaign was conceived, and graphic designer Milton Glaser was hired to design the pop-art icon that is a symbol of New York to this day. The rounded slab serif typeface can be found on millions of souvenirs and t-shirts. It was revived in 2001 to encourage citizens to support 9/11 victim’s families as an eternal symbol of unity and pride.
The “I Love NY” campaign is a precedent for the efforts of many tourism departments to change outside perceptions of a city. After 2012, Detroit was in desperate need of rebranding. From the perspective of many Detroiters, the city doesn’t need a fancy campaign; the name alone carries with it a brand identity. “Detroit” printed on a t-shirt means something very different than “San Diego” or “Chicago.” To some, “Detroit” might be synonymous with grit, boldness, pride, tenacity and uniqueness. To others, innovation and creativity.
Designers with mission statements aimed at strengthening Detroit community have tried to capture this current moment of the city. The companies I looked at use minimal typography to clearly communicate a message that people can identify with. These brands tell new stories of the city through wearable graphic design. Unlike the “I Love NY” campaign whose proceeds go back to the State commerce department, these companies create a brand image closely related to the city that they sell for profit. Even so, the brands begin to capture a collective and diverse spirit that can be exported to other cities across the nation and world.
“Détroit is the New Black is inspired by the city. We are a forward movement of humans energized by the history and resilience of the city. We combine minimalism and high street aesthetic to achieve the perfect balance of urban fashion. A mantra for Rebirth. Industry. Inspiration. Authenticity. Culture. Join the movement.”
In 2012, fed up with the negative media portrayal of Detroit, Tommey Walker released the “Vs. Everybody” collection to inspire a “restored pride for the city universally.”
Phil Simpson created the optimistic brand that believes in bettering the world one smile at a time. All apparel is designed and manufactured in Detroit. The typeface is Simpson’s own handwriting.
