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Last year it was announced that the New York State Division of Tourism was looking to spend a pretty penny on their campaign which included a revitalization of the classic 31-year-old "I ♥ New York" logo. Enter Saatchi & Saatchi, the ad agency that received part of the $17 million bucks to get the job done. And what did they do? They added a squirrel, a butterfly and some snow. How inspired! The Tribble Agency says the city should invest in a high school kid with access to Microsoft Paint next time.

The UK will soon see the new logo on brochures, and the Times Online explains the aim was allegedly "To show us that New York is a state, not just a city, with 500 campsites, 150 vineyards, 400 golf courses, 45 ski resorts." But they ponder how much a little squirrel would get this message across and who would actually buy the new design on a t-shirt, over the classic one.

Wonder what Milton Glaser thinks of all this...and if he'll get any kickback.