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The 1970\u2019s were a low point of New York City\u2019s 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.<\/p>\n
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 \u201cI Love NY\u201d campaign was conceived, and graphic designer Milton Glaser was hired to design the pop-art icon\u00a0that 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\u2019s families as an eternal symbol of unity and pride.<\/p>\n
The \u201cI Love NY\u201d 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\u2019t need a fancy campaign; the name alone carries with it a brand identity. \u201cDetroit\u201d printed on a t-shirt means something very different than \u201cSan Diego\u201d or \u201cChicago.\u201d To some, \u201cDetroit\u201d might be synonymous with grit, boldness, pride, tenacity and uniqueness. To others, innovation and creativity.<\/p>\n
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 \u201cI Love NY\u201d 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.<\/p>\n
D\u00e9troit is the New Black<\/a><\/strong><\/p>\n \u201cD\u00e9troit 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.\u201d<\/p>\n
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