Which renowned architectural firm underwent a major rebranding in 2014, replacing their 40-year-old logo with a controversial new identity designed by Pentagram that sparked intense debate in the design community?

In the competitive world of architecture firms, brand identity plays a crucial role in recognition and market position. Packaging an architectural firm's vision through logos, marketing materials, and visual identity can significantly impact client perception and business success. This trivia explores one of the most recognizable and influential architectural brand transformations of the 21st century, showcasing how professional services firms 'package' their expertise.

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Gensler
Foster + Partners
Zaha Hadid Architects
SOM (Skidmore, Owings & Merrill)