15. USA Today

Year original logo introduced: 1982

Year logo re-designed: 2012

USA Today is one of the most-circulated publications in the country, its iconic blue banner once a favorite of hotel guests and old people alike. But that all changed in 2012 when they fashioned their logo into a system that tried to communicate more than simply the paper's brand. It was simple: Futura text with a big circle on the top of the page. The circle would be modified daily to signal the content of a story within the pages, sort of like a picture book. Many readers found this new system insulting to their intelligence, many designers found it off-brand for the paper, and even Stephen Colbert found it slightly preposterous, ridiculing the new system on his show.