Pedro Alexandre Santos Carvalho de Almeida (Portugal, Porto, 1972) is a communication designer, educator and researcher in the field of visual identity and brand archaeology. He holds a Ph.D in design at Central Saint Martins, University of the Arts London (CSM–UAL),—funded by the Portuguese Foundation for Science and Technology (FCT)—where he also completed a post-doctoral fellowship funded by the Arts and Humanities Research Council (AHRC) for Cultural Engagement. He was also awarded a post-doctoral fellowship by FCT based at the Research Institute for Design Media and Culture (ID+) and Central Saint Martins Research. He is an assistant professor of design at the Department of Communication and Art, University of Aveiro, Portugal, where he teaches since 2001. Was deputy director of the design course and coordinator of the Master of European Design (MEDes) program in Aveiro, and a member of the Scientific Committee at the Faculty of Fine Arts University of Porto in representation of ID+. Teaching covers graphic design, visual identity, strategic design, design management, product semantics, and visual research methods. He has supervised PhD and Masters in design students. His academic experience extends to Central Saint Martins, Faculty of Fine Arts University of Porto, ESAD Matosinhos, ENSCI–Les Ateliers Paris, and The Glasgow School of Art. His practice and research interests address the recovery, organization and creative use of corporate archives as key strategic resources for brand innovation. His previous design work includes brand mark designs, visual identity systems, consultancy, and training for a broad range of organizations in Portugal and the UK.