This twist on an iconic logo has sparked a furious design debate

The best logos tend to be simple, memorable and versatile. Some are so versatile they can be put to uses the original designer never imagined. That's the case of San Francisco's 'worm', as the logo of the city and county's municipal transport network is affectionately known. 

The San Franciso Municipal Railway's classic wiggly logo is the star of a new ad campaign in which its distinctive form is used to represent more than the network's train lines and its abbreviated name – muni. Some think the campaign is ingenious design, but not everyone agrees. In fact, some are arguing that even the original logo is a stinker. But even it does break some of the rules of how to design a logo. But does that really matter?

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.