The big heart in the iconic I Love NY logo was announced to be reinvented! As part of a new $5m million advertising campaign which was announced earlier this week, the much-beloved heart symbol will be replaced. But, with what you must be wondering? New York Governor Andrew Cuomo has announced the state will be crowd-sourcing a new tourist campaign to allow the iconic I [Heart] NY logo to be replaced with I [insert anything here] NY.

Meanwhile, critics say the state's plan to replace its iconic tourism logo violates one cardinal rule: don't mess with success. It's easy to understand the real motive why the state's tourism folks thought this was a good idea — there's endless social-media tie-in opportunities. Tourism is vital to the state, supporting nearly 483,000 jobs. In 2011, tourists spent $53.8 billion (all figures U.S.), generating $6.9 billion in state and local taxes.

Take it from the man behind the the ingenious 1977 logo design, Milton Glaser. "I don't understand it", he explained for the New York Post. "I saw one that said, 'I Pizza NY.' I don't get it."

"The new campaign brings that icon to life in order to highlight all of the things people love about New York," the Governor Cuomo stated. The heart in I Love NY remains an official trademarked symbol of the state's tourism department.