Perhaps the first was I ♥ NY.  It was created in 1977 and seems to keep growing in popularity. The NY tourism board does a great job promoting it, and no doubt makes a considerable amount in licensing the logo for use on many types of goods.

As a result, there are a myriad of spin-offs. Including those below which are registered (or pending) at the USPTO. [Click marks for USPTO records.] Some make creative designs with a heart. Some play directly off the image of the iconic I ♥ NY design.

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For a fun related read, see: Why Are Heart-Shaped Logos So Popular (Slate)


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