JetBlue and Empire State Development reveal co-branded logo


NEW YORK – New York-based JetBlue Airways and Empire State Development (ESD) today revealed a co-branded trademark with New York State’s iconic tourism campaign and logo, I LOVE NEW YORK, solidifying the carrier’s status as the official hometown airline of New York. Announcement kicks off the I LOVE NEW YORK trademark license, which is part of a larger partnership between JetBlue and the State of New York that includes incentives and marketing benefits associated with the airline’s commitment to maintain its corporate headquarters in New York City and provide high-quality, competitively priced air travel throughout the Empire State.

Created in 1975, the I LOVE NEW YORK logo is an icon recognized around the world. While it has often been imitated, this is the first time the powerful logo has been adapted and co-branded for joint use with another entity, demonstrating the significant role JetBlue plays for travel and economic development throughout the State of New York. Use of the logo is part of a long-term marketing partnership with the Empire State to jointly promote tourism and help spur business opportunities state-wide. The co-branded trademark features a deliberate intersecting of the popular I LOVE NEW YORK phrase with the famous red heart and the JetBlue logo. JetBlue worked with the logo’s original creator, Milton Glaser, to ensure a design respectful of the logo’s origin, give both logos equal weight, and visually demonstrate that New York is at the heart of JetBlue and JetBlue is at the heart of New York.

“JetBlue changed the value of air travel, starting 10 years ago right here in the Empire State,” said James Hnat, JetBlue’s EVP-Corporate Affairs and General Counsel. “Developing this co-branded trademark with Empire State Development validates our commitment to our home and our dedication to continue offering the best value and service in air travel today. While there was never any doubt in the minds of our customers, we are now officially New York’s airline.”

“Today’s announcement marks the beginning of a historic new partnership between JetBlue and New York State’s iconic I LOVE NEW YORK brand,” said Governor David A. Paterson. “Tailored co-branding opportunities like this will help drive tourism to New York, creating new jobs and spurring economic development throughout the State. JetBlue has a historic link to New York State with a decade of operation here. The company’s decision to rededicate itself to the Empire State and develop this unique marketing strategy truly demonstrates that New York is at the heart of JetBlue.”

“This branding partnership is an example of the kind of innovative economic leadership we at ESD are committed to,” said ESD Chairman & CEO Dennis M. Mullen. “Over the past few years, I LOVE NEW YORK has incorporated some of the best and most up-to-date marketing techniques in order to increase awareness of the many natural, historic and cultural attributes that New York State has to offer. Now, through our collaborative efforts, JetBlue and I LOVE NEW YORK will have more powerful marketing, sponsorship and branding opportunities to promote New York State as the ideal getaway spot and, thus, draw visitors and their dollars to the state.”

Earlier this year, JetBlue announced its intent to keep its corporate headquarters in New York City, with plans to relocate from Forest Hills to Long Island City by 2012. JetBlue will remain the only major commercial passenger airline with its headquarters in New York City and State, giving the carrier a true dedication to and understanding of the market and the people who live and travel here.