The I Love Hackney brand has been in use since 2006, when it was launched as a campaign in response to a claim from Channel 4 that Hackney was the worst place to live in the UK. Initially conceived to counter that negative portrayal, it has evolved into a symbol of civic pride and resident engagement. The Hackney Museum played a role in launching the campaign, using it as part of a temporary exhibition in 2007.

Over the last few years, the "I love Hackney" brand has become a powerful symbol of civic activism and community engagement. It has been used in various awareness and community cohesion campaigns, including those focused on LGBTQ+ rights, women's rights, European Union initiatives, and the NHS pandemic response. The brand remains in use today, promoting the borough's rich history and diverse community.