In 1977, New York was on the verge of bankruptcy and crime was at a record high. Hoping to revitalize tourism, the New York State Department of Commerce hired Wells Rich Greene, a female-founded advertising agency, to originate a campaign. While the agency came up with the slogan “I Love New York,” it needed a logo—and Milton Glaser, who had recently left Push Pin to start his own studio, was approached for the project. Since then, the “I <3 NY” image has been used on countless marketing materials, including a series of posters by Glaser celebrating some of the regions of New York State. This is one of the most popular designs, which plays on the “cat” in “Catskills.”