Greenwich Village Society for Historic Preservation A rendering of the rooftop addition to the Puck Building that was shown at a public hearing.

For the third time, the owner of the historic Puck Building was sent back to the drawing board because his plans for a new rooftop penthouse were deemed too obtrusive.

“It’s too tall, it’s much too visible and what you see is too aggressive,” said Frederick Bland, a commissioner with the Landmarks Preservation Commission.

Jared Kushner, the owner of the New York Observer and the principal of Kushner Companies, which owns the building at Houston and Mott Streets, has tried to gain approval for the proposed condominium since September. In October, the company returned to the landmarks commission with a more modest design, and was rejected again. Today, even more modest designs met the same fate.

Still, a spokesman for Kushner Companies vowed to pursue the project. “We will continue to work with L.P.C. to find the right design for our addition. The Puck is a world-class building and deserves the proper consideration before being modified. We look forward to continuing the conversation,” the spokesman said.

Michelle Rick The Puck Building.

A spokeswoman for the Landmarks Preservation Commission said that Kushner Companies was welcome to return with a revised proposal.

In the meantime, Andrew Berman, executive director of the Greenwich Village Society for Historic Preservation, rejoiced in the latest setback for the project. “Landmarks like the Puck Building are what make New Yorkers rightfully love their city,” Mr. Berman said. “That should not be sacrificed for a wealthy developer’s passing fancy to add an enormous and unnecessarily visible penthouse addition on top.”