The success of one of the world’s most famous logos was born on a beach in Bermuda 40 years ago, according to an article in the New York Post.

The “I heart NY” logo was given a trial run on the island by New York deputy commerce commissioner William Doyle, who had two T-shirts made with the distinctive design, and the reaction he got helped him to convince the city to adopt the emblem as its own.

Mr Doyle said people on the beach kept approaching him to ask where he and his girlfriend had bought their T-shirts.

He told the New York Post: “I can still see the ladies. It brought huge smiles and people’s eyes were glistening. It really worked.”

When he returned to New York, the logo was tagged on to all existing advertising and later became world famous.

But Mr Doyle said: “Had there been no trip to Bermuda, there wouldn’t be any logo.”

The news came in an article which documented the birth of the “I heart NY” campaign, which helped to revitalise tourism in New York.

A logo was commissioned in 1977 as part of a larger advertising campaign by the New York state’s Department of Commerce.

Commerce commissioner John Dyson was given the green light to improve New York’s image when the city was suffering a reputation for crime and homelessness.

Mr Dyson and his Deputy William Doyle enlisted advertising company Wells Rich Greene and the slogan “I Love New York” was created by creative director Charlie Moss.

But Mr Dyson and Mr Doyle felt that the campaign lacked visual impact and they selected graphic designer Milton Glaser to come up with a logo.

Mr Glaser created the “I,” a heart, “N” and “Y” which had the visual appeal of the red heart plus a problem-solving element which was needed to decipher it.

Mr Moss was not enthusiastic but Mr Doyle had faith and used his own money to print a couple of T-shirts with the proposed logo on the front.

He and his girlfriend wore the T-shirts on a Bermuda beach on Labour Day.