logo-tecture

logo-tecture

Logo-tecture is a term used to describe architecture that is instantly recognizable and identical, regardless of context, to a particular architect or designer.

Like good branding, logo-tecture works in creating an image for the architect in question. Logo-tecture is similar to the term "starchitect" as many starchitects also follow the logo-tecture rule; Frank Ghery, Zaha Hadid, Rem Koolhaas, BIG etc.

The term was first coined by architect Marty Filler when describing Frank Ghery as an architect.

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