Arturo Álvarez decided to remove his name from the company’s brand in order to start a new artistic career. The presence of his name in the two brands generated confusion. Based on the existing logo, we proposed that, as his name and surname began with the letter “a”, we should reduce the brand and call it just “a”. As a tran sition, his name was kept in the background as “by arturo alvarez”. Synthesising an existing brand as much as possible by solving the problem presented in the briefing, opting for a risky solution that was a success. An identity was created by mixing a phrase and the “a” symbol itself and an identity system based on simulating the gradient of letters from bold to light, simulating the beam of light from a lamp.