New architecture firm names are getting out of hand. It’s as if they are trying to sound like Indie bands. Barring that, they often fall back on “Atelier such and such.” One trendy use of atelier has been the “Atelier insert-your-name-here” variation. This has been way overdone. There is also the “Atelier theoretical buzz word” version.
Since a name is how you present your firm to the world, it’s worth giving it some serious consideration. It’s more important to be apt and appropriate rather than too creative with names. Save the creativity for your designs.
More after the break.
