a spokeswoman for the Department of Health and Mental Hygiene, explained that the effort was more about packaging than branding, providing the department with a better way to measure the effectiveness of its free condom distribution.
"We wanted to develop condom packaging that was noticeable and memorable so that we can later track the effectiveness of our distribution," she said. Whatever the design of the package, the condum would be uniquely identified with the Big Apple, similar to shirts and hats with the NYPD and FDNY logos sold in tourist stores. Whether the package would include a logo or an iconic city image, hasn't been decided. The announcement seemed to catch many Bloomberg administration officials off guard. This project is in the early stages, said one.