New logo, slogan getting noticed, if not universally loved

RHODE ISLAND'S NEW tourism and economic development logo and slogan, Rhode Island: Cooler and Warmer, are quickly getting attention, just not all of the positive type.  / COURTESY RHODE ISLAND
RHODE ISLAND'S NEW tourism and economic development logo and slogan, Rhode Island: Cooler and Warmer, are quickly getting attention, just not all of the positive type. / COURTESY RHODE ISLAND

NEW YORK – Say one thing for Rhode Island using Milton Glaser to design the new state tourism and business development logo – the work will get noticed.
A day after unveiling the logo, slogan (Rhode Island: Cooler and Warmer), and new website, the state’s campaign was the subject of an AdWeek story, “Milton Glaser Is Famous for the ‘I Love New York’ logo. How Did He Do with Rhode Island”.
The story interviews Glaser, who says “I was trying to amplify something that people experience as truthful when they went” to Rhode Island, including representations of the sea and a sail. He added that “once you see [the logo] it doesn’t look like all other sails.”
That said, a number of people quoted in the story were not overwhelmed by the work of the creator of the “I Love New York” slogan. But at least one said that the campaign’s creation was a first step for Rhode Island to get back into the marketing fight after years of having no overarching program to promote the state.

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