The state of New York hates merchants who imitate its ubiquitous "I New York" slogan.
Since 1977, New York has been using the logo to promote tourism. The text, "I Love New York," isn't registered, but the state has a trademark on the slogan that carries the heart shape instead of the word love .
Monday, New York sued nine companies--primarily small merchants--that have been using the "I New York" slogan without paying licensing fees, a spokeswoman for state Atty. Gen. Robert Abrams said.
But the accused companies can hope to outlive the trademarks. True love may never die, but trademarks must be renewed every 10 years.