Push through the crowds gathered in Times Square or walk the blocks around any famous landmark in the Big Apple and you’ll see shops with sun-faded tchotchkes in their windows for tourists to drop bills on. Many of these bottle openers, magnets, postcards, tees, and stuffed bears feature one common symbol: I ♥ NY. Milton Glaser, the creator of the now-famous symbol, details, in the video above, the thought process that led to the iconic mark’s creation, along with how New York has changed over the years. Part love letter to New York and part branding theory, the video is worth a watch for anyone who loves The City That Never Sleeps.

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