The words "I" and "Arkansas" are in blue letters and the word "Love" inside a red heart with an arrow through it and hearts surrounding it. "Arkansas" is stretched across the bottom of the button.
This is a variation of the I heart NY logo that was created in 1977 by Milton Glaser for an ad campaign created by advertising agency Wells Rich Greene. The marketing campaign was sought by then-Deputy Commissioner William S. Doyle to increase tourism in the state of New York. The campaign was a wild success. The original sketch of the logo is permanently on display at the MOMA.
The logo has become iconic in pop-culture and has been imitated in many forms around the world.