In 1988, for the fifth consecutive year, the Postal Service issued new Love stamps. One of the stamps was a 25-cent Love special stamp, issued on July 4, 1988, in Pasadena, California. This stamp featured a lovely pink rose against a leafy, dark green background. The dedication ceremony was held in conjunction with the Independence Day celebration at the Rose Bowl.
The stamp was unveiled earlier that year during the New Year's Eve celebration in Washington, DC, to signal the beginning of 1988, and was featured later in the day at the Tournament of Roses Parade in Pasadena as a salute to the centennial of that annual pageant. Designed by Richard D. Sheaff, the stamps were printed in the photogravure process by the Bureau of Engraving and Printing, with panes of 100.
The Love stamp had proven a popular choice for customers corresponding with friends and family. Until 1988 more than 36 billion Love stamps had been produced. These stamps fell into the Special Issue category, which meant they were printed in larger quantities and as often as necessary to meet customer demand.