Article 10, What's in a Name? May 15, 2014


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"A rose by any other name would smell as sweet", is how the famous Shakespeare's line goes from  Romeo and Juliet. What does this have to do with architecture? I think everything but some may not agree. One criticism about my past articles, let's hope constructive, is, " It's a site dedicated to architecture but I see no buildings or houses in it and the content is a bit strange." I confess I am probing into architecture beyond the conventional ways and this article as you may see is no different. What's in a name and how it applies to architecture led me to ask some interesting questions; does a name, your name, the name of an object, of a firm, of a person, place, your title etc. have a meaning that takes on a life of it's own? What is Shakespeare so eloquently countering in his famous line and do I agree with his brilliant assessment...maybe. Ever hear someone say,  "you're a real Einstein" or "you're no Picasso" and the classic put down, "you're a Frank Lloyd Wrong ". Beyond the fact these are famous names, I suppose they are really catchy and maybe fun to play around with. I couldn't imagine someone saying, "you're a real Eastman, or you're no Pistachio and you're a regular Frank Lloyd Wrigley." Maybe it's just me but beyond the obvious notoriety of the person, the dynamics of the name, the way it's said, how it sounds, the imagery it conjures up becomes an entity onto itself regardless of whether there is a physical person attached to it or not (Like Einstein who has long ago passed away but his name lives on)


Lord Foster? Ahem...no Shakespeare

In yet another thought provoking article that does not seem to have anything to do with architecture (or does it? read at you own risk) I explore this politically incorrect, hush, hush in-between the lines subject matter that no one wants to discuss. I take the position, granted it is my own personal view which you are free to accept or dismiss, that yes, unfortunately or fortunately for you, your name does have a bearing on your personal and professional life. So right about now, the indignant among us are screaming at the top of their lungs and storming off wanting no part of this discussion. Please, I did not say your name is the primary factor of your success but a part of it. Hard work, education, skill, talent, pedigree, far outweigh a name, mind you. So why am I even discussing such a subject that many will outright laugh off as ridiculous or far worse superficial? Because it may not be as insignificant as you think.

To achieve higher levels of success in your work and life, you need to know about this social pickle because after all, don't you want to know if the playing field is level or not, if things are in your favor or not, helping or hurting you? You may be thinking how on earth could this topic be current in today's day and age of social acceptance and tolerance? You may be asking how is this even relevant in a  homogeneous society, say India, or Sweden where most have the same background? More importantly, you may be asking how is this even a consideration of a persons abilities when going for a job interview? I will admit this topic is extremely specific to place, time and circumstance but the theory however is applicable across the board with exceptions of course. So for purposes of this article I will stick to my sphere of experience in North America, New York, 2014
NYC Image source Flickr


We know there is power in name recognition, corporations and advertisers know this all to well and exploit it to it's full potential, like Mercedes Benz, Kleenex, for example but what about name recognition as it pertains to people? Of course it exists in pretty much the same way as it applies to products, think of movie stars, athletes etc. Now most of us will not get the opportunity to make our name a "household" recognized name but there is a lesson to be learned here. Just like corporations shape their names to reflect their product brand some people (especially movie stars, see link: Movie star name changing) create or change, their names  to express who and what  they are. You may not be aware of it but a name is a vessel: it represents all that you have attained and accomplished. it represents your identity and pedigree especially when you are not there to defend or promote it. In very simplistic terms you need to understand the "embodied" value that your name carries. From this point on I can only speculate the innumerable intangible factors that go into adding identity to a name, a whole book could be written on the subject. How can I make the argument that a Picasso's work is worth more in name only than any other artist? Because anyone with an ounce of public awareness knows the value of the name Picasso.  As I mentioned the pedigree behind the name of course outweighs the name itself but grooming a name is equally as important. A Mercedes Bean, or Pablo Poncho, or a Lord Finger (Lord Foster) just don't have that ring...call me crazy, I earned it.

OK the straight jacket is coming out and I am ready to be taken to the loony bin, this kind of talk is insane but it's about to get even more crazy. Consider this simplistic question: Would Rockefeller, Carnegie, Morgan  have made their millions as Rickets, Chappy, and Mulligan? (No offense to anyone with those names) Note, I'm not saying they wouldn't have made their fortunes in the same way but the names I substituted don't seem to fit the success and notoriety these men have achieved. After all, don't you think many other millionaires existed at the time who are not famous or household names? Maybe I'm skewing this discussion in twisted ways, but the evidence (my self serving evidence) seems to support it. Yes there are plenty of people with unusual, obscure, or very typical and common names that have made their mark, and are very successful regardless of their names but I'm going to ignore that fact for now because I'm trying to prove a point. What's that point once again? The point is to recognize and understand how your name gives you a perceived identity and that identity can help or hinder you in your goals. Understanding that a name can elevate, define and fit what you represent, has the same power that gives life to mythology, novels  and motion pictures. It can be as useful to you as the hammer was to Thor.

As architects we understand the concept to create; it's very sacred and we hold this practice near to our hearts. The difference here is I am not discussing your latest project or a physical manifestation of an object but the creation that labels your project, object,  you, your firm and persona. Is it worth considering the possibility that your name is a vehicle that carries your image and attributes? If so, should that name be shaped and manipulated  to convey the message you want? Very controversial stuff here and I certainly don't endorse the practice of name changing as this is an extremely personal choice that only you can make. I'm only pointing out nuanced observations I have made over the past years. I have noticed for better or worse that some names seem to carry the weight to break through barriers and some actually create or get stopped by barriers. A name can take on a life all of it's own and grow and develop just like any other form of life. If you believe as I do, the power of a name could have changed humanity, and the history of humanity consider this: An inspiring architect born Adolf Schicklgruber wanted desperately to have become an artist or an architect but not was not able to being rejected twice by the Art Academy in Vienna. We of course do NOT know him by his birth name of Schicklgruber and an artist or architect he did not become. However, we do know him by his infamous name that by anybody's accounts suited his identity and bloody legacy pretty well. (Another barbarian, Stalin, lived up to his adopted name as well-I digress, we are not here for a history lesson)

I have spoken to many about this topic and most scoff at this idea of name being that powerful, not sensing the deeper meaning I am getting at. You may disagree with me but most likely it's your ego getting in the way telling you "don't believe this nonsense, after all who would not love me after they got to know me and my work"?  or this line, "my work stands on its own" Thank you, REG STINKHAUS. (Play on REM Koolhaas for you non-architects) No fair! Punching below the belt! Well it's not punching below the belt because unlike the scientific world which deals in facts, the art world is extremely subjective! I will get criticized for such superficial writing I know, however I am only stating the politically incorrect truth that may make you feel uncomfortable. Now this discussion is based as I mentioned on specific conditions of geography, nation and culture and I can only speak to mine in North America. So for those of you who believe there is a bit of truth in what I have to say let's carry on. Your second or third thoughts of opposition, if you are playing along with me, is well what about those very successful people who never changed their name and are doing just fine? By chance, or through wise parental forethought, some names already fit their use and environment where they function. They may be naturally fitting, pleasant and accepted as vehicles of the identity they are trying to portray. People like a Donald Trump fit there name well, don't they? Or a Phillip Johnson who has a handy standard Anglo name with a nice ring to it.

 Beside the typical, let us say "standard" name in a given society, we have the shock and awe of exotic foreign names which in some cases wakes us from the commonality of typical names. If I added Count to my name or Lord, or Baron, immediately the perception of me would change would it not? Count Von Portaal, sounds nice, OK day dreaming here. There are also foreign names that in their place of origin may be common, not note worthy but brought to another country works to an advantage Mr. I.M. Pei. or Rem Koolhaas, (sounds better then Reg Stinkhaus, No?) Renzo Piano, Zaha Hadid. Tell me those name did not launch their career's way before they began to practice architecture? Imagery counts for much in a name as well, a  REM, Cool and House, or a Piano or Zaha, and Portal for an architect is especially useful. The fact that these are given names, (interesting point ,given name) I am assuming,  is a lucky break for someone trying to promote their image.  A foreign name can have a  dramatic hindrance to the life and identity of the person carrying it as well, like Louis Khan who changed his name from, Itze Leib Schmuilowsky. If your name cannot be easily pronounced in the country where it is spoken or has an unintended meaning , possibly negative or otherwise from it's place of origin, it can be a distraction or a handicap. A foreign name can also stir the more seedy elements in a society that discriminate based on the name being foreign or belonging to a minority or ethnic group; that is the dark side of this discussion which I will not get into but it none the less is an ignorant reality. To overcome some of these social unpleasantness some people choose to anglicize their name (once again North America) to help them be more easily understood.


Let's look at those who have bought into this interesting concept and believe as I do that a name carries far greater weight than is commonly believed. Let's be clear here, most people do not change their name, they do not anticipate being discriminated against or held back in any way shape or form especially because of their name. We can also agree  that a name in itself does not have the talent, skill or job requirements to perform successfully at your intended work.  A name can open doors for you or get you into an exclusive restaurant without dinner reservations, "Yes Mr. Rockefeller, have a seat," but it can't pay the dinner bill afterward. So let's focus on those who are adding to their persona but are not trying to make up for it. The one person that comes to mind and I'm sure it does for any architect is Le Corbusier. OK, I pulled out the obvious card here but do you know why he changed his name? I don't, so excuse me while I go research it: I will be right back to tell you what I find. OK, that took a minute or so, sorry to keep you waiting. I dug deep and far, according to wikipedia "In the first issue of the journal, in 1920, Charles-Edouard Jeanneret adopted Le Corbusier (an altered form of his maternal grandfather's name, Lecorbésier) as a pseudonym, reflecting his belief that anyone could reinvent himself. Adopting a single name to identify oneself was in vogue by artists in many fields during that era, especially in Paris."  So Charles reinvented himself, I wonder what specifically led him to that decision...What I do know is one of the worlds greatest architects with  much talent decided to "reinvent" himself and that's how the world would get to know him, including myself. Would Le Corbusier have been equally as famous as Charles-Edouard?  A more esoteric question to ask would be are they one in the same person? Think about it, different identities will illicit different responses and interactions from people thereby possibly, I emphasize "possibly" changing the person according to how they are perceived. Non-sense? Don't be devoid of the mystery and nuances of life (if you were publicly labeled a thief, or let's be more dramatic falsely accused of being a witch in 1692 Salem Massachusetts, your outcome in life would be slightly different from normal). Those are extreme examples I know, but as architects you can understand that naming, labeling, identifying is just another form of creating and comes from the same invisible source that helps us create buildings and houses. We are all familiar with the world of movies, books, and myths where the reality is not the paper or film that the ideas are presented on but the actual idea. Your name is the book, the movie and the myth of your life, treat it well.

Borromini                               Francesco Castelli
Le Corbusier                          Charles Edouard Jeanneret-Gris
Frank Gehry                           Frank Owen Goldberg
Frank Lloyd Wright                Frank  Lincoln Wright
Louis Kahn                             Itze Leib Schmuilowsky
Ludwig Meis Van der Rohe     Maria Ludwig Michael Meis
Eileen Gray                             Katherine Eileen Moray Smith
Der Scutt                                Donald Clark Scutt
Jerome Silberman                    Willy Wonka, I mean Gene Wilder
Julia Elizabeth Wells                 Mary Poppins Julie Andrews
Jonathan Stuart Leibowitz         Jon Stuart

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