Arturo Álvarez wanted to remove his name from his company's brand, as he was about to embark on a new path in the artistic field. The fact that his name was present in both brands could create confusion.

Based on the existing logo, we proposed that, as his name and surname began with the letter "a", we should synthesise the brand and call it just "a". As a transition we kept his name in the background as "by arturo alvarez".

To synthesise an existing brand to the maximum, solving the problem posed in the briefing, opting for a risky solution that was a success.
An identity was created based on the mixture of a phrase and the symbol "a" and an identity system based on simulating the beam of light from a lamp by means of a gradient of letters from bold to light.