Which renowned architectural firm underwent a controversial rebranding in 2017, replacing their 25-year-old serif wordmark with a minimalist sans-serif logo that sparked industry debate?

In the architectural world, brand identity plays a crucial role in how firms present themselves to clients and the industry. Major architectural firms invest significantly in their visual identities, with logos that often reflect their design philosophy. This trivia question explores a notable rebranding in architectural history that sparked discussion throughout the industry for its dramatic departure from tradition.

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