Licensing agency to expand brand to new categories, regions.

Empire State Development has appointed Brand Sense Partners to represent and manage future licensing endeavors for the I Love New York brand.

Under the agreement, Brand Sense will develop a lifestyle licensing program to help build awareness of New York’s 11 vacation regions.

The new licensing program will expand the brand into categories such as furniture, housewares, outdoor recreational products, luggage and more. It will also feature various activities found across the state including biking, fishing, camping and more, as well as its history and culture.

Another key initiative of the agreement will be to expand the brand’s product distribution into various retail channels available to consumers outside of New York City and New York State.

“I Love New York is one of the most recognized logos in the world,” says Gavin Landry, executive director, tourism/I Love New York, Empire State Development. “We’ve very excited to work with Brand Sense Partners and look forward to leveraging the company’s proprietary brand extension strategy to continue building awareness of I Love New York and everything our great state has to offer.”

The I Love New York logo was designed by Milton Glaser in 1977 to promote tourism in the state. Today it is one of the most recognized tourism logos in the world.