Choosing the word "substance" as the name for your architecture firm is not a frivolous choice. It's not meant to be catchy or contemporary. It's not meant to simply imply or hint at an idea. It was chosen by substance architecture's founder, Paul Mankins, FAIA, LEED AP BD+C, to state unequivocally, a philosophy of design that is rooted in basic values. Mankins founded the Des Moines, Iowa-based firm in 2005. He had been a partner in what was an iconic Iowa firm, Herbert Lewis Kruse Blunck Architecture, and one of the motivations for naming the firm substance architecture was to avoid the awkwardness of being a partner in a firm that didn't have your name on it.
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