In its forty years of existence, the I (Heart) NY logo has become culturally ubiquitous, as much a part of the New York experience as the Empire State Building or Nuts 4 Nuts. But that’s about to change. Governor Cuomo’s office, in conjunction with The New York State Division of Marketing, Advertising and Tourism and advertising agency BBDO, have launched a summer tourism campaign that asks New Yorkers to replace the logo’s heart with a drawing that represents what New York means to them. Some New Yorkers think that our heart ain’t broke and doesn’t need fixing, but change isn’t always necessarily bad. It’s only a problem when it trades something iconic and meaningful for a couple of cute ads. Or a beach ball.

ANIMAL has reached out to the Governor’s office for comment. Stand by for updates, should they reply.