The NYT looks at how architects are giving their firms names that sound more like "video games than architecture practices — H3, Obra, PARA-Project, Indie." Of course, some firms go overboard. "Then there’s the New Haven firm MOS. It started with the name !@#? in 2003 before quickly realizing it was unpronounceable and made a Web address impossible." Really, !@#? wasn't already taken? [NYT]
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