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They submitted an entry for the "Architecture is" competition... The call for entries asked young architects to fill in the following sentence, "Architecture is ___." For Rudolph and Johnson, the answer to the question was a no-brainer. "Architecture is design, bitches."
They earned an honorable mention, and although it was never intended as a name, Design, Bitches stuck. It has turned out to be a mission statement in two words.
— laweekly.com