Milton Glaser designed the classic logo ”I Love New York” in 1977. The love for New York has not change over the year and still is the T-shirts popular with the logo on. But the channels for doing advertising for NY has change from the one how wear the T-shirt to the viewer of the T-shirt. We live in a YOU culture where power of communication is not only one person wearing the massage but the millions that spread it around. That’s why I suggest that the T-shirt should be updated to “YOU love NY” (Milton did not have Internet around to design his classic, but you are). The T-shirt could be design: “Y Love NY” – Internet viewer now what it means (start spreading the love of NY online).