Say hello to Mark, Kevin and Stuart, partners at Yorkshire architectural firm the Arthur Quarmby Partnership.
The practice is changing its name to mark the beginning of a new image for the Huddersfield consultancy. Out goes Arthur Quarmby (who remains in person as a consultant), and in comes One Seventeen AD.
To explain, the name is a coded reference to Arthur’s initials, AQ. The numbered equivalent of A and Q are one and seventeen (A being the first letter of the alphabet, Q the seventeenth). AD, by the way, signifies both a new birth/resurrection type-thing and A for architects, D for designers.
All well and good. Except the only other organisation we know of which uses the same letter/number is Combat 18.
That’s 1 for A and 8 for H. It’s named after Adolf Hitler. And the Combat bit – that’s because
Combat 18 is as into racial violence as One Seventeen AD is into perspectives. Boys, maybe you should have called in an identity consultancy on this one.