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How Did Morphosis Gets Its Moniker?

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Slate architecture critic Witold Rybczynski gives us the history of naming conventions for architecture firms for the past 100 years. "One of the first American architectural firms—certainly the most prominent—to adopt a fanciful name was Morphosis, founded by Thom Mayne and Michael Rotondi in Los Angeles in 1972. It sounded a bit like one of those bands of the '60s—Procol Harum or Iron Butterfly." [Slate]