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Citing the firm formerly known as Polshek Partnership as an example, the New York Times spots a trend away from naming a firm after its most prominent principal. This certainly speaks to a long-fading romance with the figure of a singular male designer lending his genius hand to every project a firm undertakes, but does it reflect a real democratization of firm culture? Or is it just branding catching up with contemporary sensibilities? And is it even all that new? Haven't firms been giving themselves names that refer (typically obliquely) to technology or theory for quite a while now?