First came the tattoo, etched across the knuckles of Sam Penix’s right fist in 2009. It said “I [coffee cup] N Y,” the bold red cup leaping out from the black letters.

Then came the logo — a cartoon of Mr. Penix’s tattooed fist grasping a coffee-filled portafilter, punching through the name of the East Village coffee shop Mr. Penix co-owned, Everyman Espresso. It said everything Mr. Penix meant for the shop to stand for: an in-your-face passion for New York City and for fine coffee.

Then, last month, came the letter from agents for the state’s Department of Economic Development.

It said, “Everyman Espresso’s unauthorized and confusingly similar use of the I ♥ NY® logo” violated federal trademark law and implied “a misleading designation of source, origin, endorsement, sponsorship or approval by the New York State Department of Economic Development of your merchandise.”

Stop the French presses.

Down came the logo from Everyman’s Web site. Down to the basement went the mugs and T-shirts and onesies emblazoned with it. Out went the letter from Everyman’s lawyer, promising, “My client shall cease all use of its mark.”