Made in NY is an incentive program and marketing campaign of the City of New York Mayor's Office of Film, Theatre & Broadcasting (MOFTB).
Launched in 2004 by then-Mayor Michael Bloomberg, the original Made in NY program provided tax credits, marketing credits, concierge services, and access to new or expanding facilities such as sound-stages and production complexes to television and film productions that completed at least 75% of their shooting and rehearsal work in New York City. [1] Qualified productions are also able to display the Made in NY logo in their closing credits. [2] [3]
While there are many variables for industry growth, the Made in NY program has been one contributor to the exponential growth in the creative industries in New York City since 2004. In 2019, New York City creative industries accounted for more than 440,000 local jobs and an economic impact of $150 billion annually. [4]
For the 2004 launch of the Made in NY program, Rafael Esquer, then-Creative Director at RadicalMedia, designed the Made in NY logo. [20] [21] [22] [23] [24] [25] Esquer’s 3 main objectives for the logo design were to create a brand that is simple, memorable, and timeless; to capture the essence, grit, and energy of New York City; and to give New Yorkers a mark that they would identify with and feel proud of. After in-depth research on the current and historical visual landscape of New York, Esquer took inspiration from urban artifacts—things imbued with everyday life and New York nostalgia, especially the subway tokens of yesteryear and manhole covers of today. [24] Reflecting on the success of the brand in 2015, Katherine Oliver, the first Commissioner of MOFTB who hired RadicalMedia to create the Made in NY logo, said:
Still in the aftermath of 9/11, it was really appealing to create a sense of community. I wanted to create a logo to celebrate the projects and people who were producing here. To our surprise, Made in NY really struck a chord and touched people with sensitivity. There was great pride. We were very strict about who could use the seal. It created buzz in industry, but more than that, it really created that sense of community. [26]
The Made in NY logo won the Silver Award in the Graphis Logo Design 6 competition in 2005. [27]