Alexandria Group’s design and innovation agency needed a name and a visual identity to reflect its mission: to translate the essence of brands with esthetic beauty and purpose. Pharus comes from Pharos, an island close to Alexandria, which had a lighthouse that guided oncoming vessels. Pharus illuminates the essence of brands and shapes their reason to be, through design. The lighthouse, with a stylized letter "A," moves in order to shed light in all directions. The multi-element graphisms represents the people behind each creation. In less than two years, brands like Nike and Danone already see Pharus as the benchmark for design in Brazil.