Architects still need a good slogan

Quality may be as much about perception as it is about reality. It could be that the idea behind the design is less important than the public’s opinion of the design. If you’re trying to appeal to a wide market; if you’re trying to reach an affluent demographic; If you want your work to catch-on; to scale; to go viral? Well, It’s all about how you pitch the idea, right? It’s not just about the elegance of the work, it’s about the strength of the perception. And, it all starts with a good slogan. Architect’s still need a good slogan.

*lights dim and powerpoint presentation begins*

I don’t’ always use Architecture, but when I do…

Architecture: New and Improved, now with 40% less Architects.

Architects: We make the drawings, so you don’t have to

Architecture: Why settle for less is more?

Architecture: When only the best will do. Do you remember when that was?

I always thought I couldn’t afford an Architect, but now? I can’t afford not to afford Architect.

Architecture: I’ll have what she’s having.

Architects: Building our communities, one shipping container at a time.

Architecture: The parts of the building that make you uncomfortable.

Architecture: as seen in Dwell magazine.

Architects: we pick up where irony left off.

Modern Architecture: Building on a long tradition of NOT building on the traditional way of building.

Post-Modern Architecture: Building on a long tradition of NOT building on the traditional way of building.

Deconstruction: NOT Building on a long tradition of NOT building on the traditional way of building.

Architecture: we’ll be here when you need us… (seriously, we’ll be right over here)

Architects: Smarchitects

Architecture: Metal, obtuse, aggressively irrelevant, you know, that kind of thing.

Architects: We’re like artists but with a bigger canvas, and smaller personalities.

Architecture: Celebrate the moments of your life in Celebration, FL.

Architectural Interns: Buy one, get one free

Architecture: Angst without angles

Architecture: Seaside and beyond

Architecture: Would you like to super-size that retail lifestyle center?

Architecture: come on, you know you want to.

EVERYBODY SING! “I’d like to teach the world to draw, in perfect harmony. I’d like to buy the world some Architecture, and keep my company…”

Neither Rain, nor snow, nor sleet, nor any form of water infiltration, will stay the Architect from his appointed rounds.

SING AGAIN! “Hold the trellis, Hold the lattice, Special orders don’t upset us…”

Architecture: Where our ideas and your financing come together

We will make no Architecture before it’s time…. (Is it time yet?)

Time to make the Architecture…. (It is time isn’t it?)

There are some things money can’t buy, Architecture isn’t one of them.

*powerpoint presentation ends – lights fade back up*

So? What do you think?



Stay Thirsty { coffee with an architect }


First Billboard photo from gsbrown99′s photostream on Flickr (used under creative commons license)

Second Billboard photo from joshbousel’s photostream on Flickr (used under creative commons license)


About this author
Cite: Jody Brown. "Architects still need a good slogan" 18 Oct 2011. ArchDaily. Accessed . <> ISSN 0719-8884

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