9. Whitney Museum

Year original logo introduced: 1930

Year logo re-designed: 2013

The design team behind the Whitney Museum's new logo wanted something that could translate to different situations by modifying the design to each application. But as any designer worth his height in picas will tell you, the first rule of a good logo design is to make sure it is instantly recognizable. When The Whitney debuted this shape-shifting single-lined monstrosity, of course a stink was raised-at least, when we knew what we were looking at.

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