Loving one another was not a new idea. Leviticus had said it centuries earlier and every listener in the room knew that.
So what is new here is not the verb. It is the measure. As I have loved you.
He says this on the last night, hours after washing their feet, hours before being arrested while they scatter. The standard is not an abstraction. It is the thing they had just watched, and the thing they were about to watch, and He knew exactly how they were going to behave in the middle of it.
By this everyone will know that you are My disciples. Not by doctrine, not by intensity of feeling. By whether the people who claim Him treat each other the way He treated them.
That is a harder sign than the ones we usually reach for, and it is the one He chose. It is also still the sign the world reads first.