The iconic “I Love New York” slogan has received a makeover.

Mayor Eric Adams and Gov. Kathy Hochul unveiled the new logo – “We Love NYC” -- in Times Square, kicking off a citywide marketing campaign to unify New Yorkers and help the city bounce back from the pandemic.

“’I love New York’ was a message to the rest of the world. ‘We Love New York City’ is a message to all of you – to the people who have stayed here, who never gave up. Who do believe that New York City's greatest days lay ahead,” said Hochul.

The campaign was put together by the nonprofit Partnership for New York City to encourage residents to get involved in the full recovery of the city by taking part in civic actions in their community. It is also partnering with city agencies and nonprofit organizations in all five boroughs to create a range of public engagement and volunteering opportunities.

“One hour a week with 8.5 million New Yorkers. We will turn this city around,” Adams said. “The campaign will make sure that people don’t sit on their couch or sit on their computer – they get outside and do things that make NYC better.

Along with the campaign, Adams and Hochul highlighted their efforts to make the subway safer and reduce crime across the city as they hope to bring tourism back to pre-pandemic levels.