People Innovation Excellence

10 Rules for a Powerful Brand in Architecture


When Annmarie and I launched Fivecat Studio in 1999, we knew that we wanted to give our firm a unique identity. Every other firm in the region was named for their founders. Another “Smith and Smith Architects” was not what we wanted to be. (No offense to any Smith and Smiths out there.) Our plans were to create a firm unlike anyone else and we needed a name to separate us from the pack.

After a few days of considering alternatives, the name Fivecat Studio consistently rose to the top. Clearly unique, the name resonated with us, as it represented well our personal dedication to homeless pets and our passion for animal rescue. It was a name that would help us tell our unique story. It was a name on which we could begin to build our new brand of architecture.

A brand though, is so much more than an interesting name. There are hundreds of strong brands with names lacking imagination. Frank Gehry is a very strong brand. Michael Graves, Richard Meier, Zaha Hadid; each built a firm and a strong brand using their own names. For the rest of us though, creating a new entity filled with character and creativity will help us build a memorable impression.

(Read more) Via Entrepreneur Architect

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