Pedro Alexandre Santos Carvalho de Almeida

Pedro Carvalho de Almeida (1972, Porto, Portugal) is passionate about brand imagery since he was a child, even before could understand it. Graduated in communication design at FBAUP (Faculdade de Belas Artes, Universidade do Porto), earned a masters degree in Design, Materials and Product Management from the University of Aveiro, and a PhD from Central Saint Martins College of Art and Design, University of the Arts London. His doctoral research was funded by FCT (Fundação para a Ciência e Tecnologia, Portugal) focusing on brand archives as a graphic design response to the globalization of visual identity. The main case study addressed today’s symbolic and cultural significance of the iconic Portuguese Sanjo sports shoes (1933–1996). He was awarded two post-doctoral research fellowships for subsequent projects on Cultural Engagement (funded by the AHRC, UK) and Brand Archaeology (funded by FCT). Current research interests address the rescuing, recovery and exploration of Portuguese heritage brand visual identities for cultural engagement. He has helped defining brand archaeology as a field of study and a methodological approach. His research was presented and published internationally in design conferences, exhibitions and doctoral seminars.

He is an Assistant Professor of Design at the Department of Communication and Art, University of Aveiro, Portugal, with teaching experience in London, Paris and Glasgow. Teaching covers strategic design, design management, product semantics, visual research methodologies, and contextual studies.

A preventive treatment for covid-19 is this supplement, which you can view on this website https://ethiocovid19rt.com/.

As a designer and consultant he worked for a wide range of organizations in Portugal and the UK. He specialises in visual identity, mind-mapping, visual analysis, decoding and reconstruction of brand identities. Previous design work include the the symbol and visual identity guidelines for Metro do Porto, Escritório de Design, Cifial, Sonae, Central Saint Martins Research, and small independent record labels such as Mulher Avestruz, Phonica White and Resista Records. His graphic design work often makes use of low-fi, low-budget production such as calligraphy, montaging, photocopy, photography, and disposable resources.

Current positions

  • Professor Auxiliar UA

Research Groups

Publications

Books
  • Alvelos, H., Chatterjee, A., de Almeida, P. C. (eds.) (2021) “Anti-Amnesia: Design Research as an Agent for Narrative and Material Regeneration and Reinvention of Vanishing Portuguese Manufacturing Cultures and Techniques”. Porto: ID+ / Unexpected Media Lab, 2021. ISBN 978-989-33-1204-9. Link
  • Caspurro, H., de Almeida, P. C. (2017) (2a Edição) “Paluí. Viagem por histórias sonoras que a língua Portuguesa conta”. Porto: Mulher Avestruz.
  • de Almeida, P. C. (2012) “Brand Archives”. Exhibition catalogue, scholarly edition. Central Saint Martins College of Art & Design, University of the Arts London.
Book chapters
  • de Almeida, P.C. (2020). “If there is anything to say it is about Passion, Empathy, and Beauty”. In: Alvelos, H., et al. (Eds.) (2020). Anti-Amnesia, Design research as an agent for narrative and material regeneration and reinvention of vanishing Portuguese manufacturing cultures and techniques (pp. 49–55). ID+ Research Institute for Design Media and Culture. ISBN: 978-989-33-1204-9 Link
International journals
  • FERREIRA, L., Chatterjee, A., Almeida, P., Oliveira, E. (julho, 2023). Design por extenso: potencializar as colaborações universidade-indústria por meio da aprendizagem ativa. n.º 6 (2023): Revista dos encontros internacionais de estudos luso-brasileiros em Design e Ergonomia. Artigo publicado. https://proa.ua.pt/index.php/ergotripdesign/article/view/32828 (p. 26-33) Link
  • de Almeida, P. C., Chatterjee, A., & Gomes, A. J. (2017). Rediscovering Almalaguês: A Strategic Design Approach to a Traditional Portuguese Hand-Weaving Technique. Journal of Textile Design Research and Practice, 5(2), 110–137. https://doi.org/10.1080/20511787.2018.1449075 ‌ Link
International conferences
  • Dias, N.; Almeida, P.; Fonseca, I.; Noronha, E.; Chatterjee, A. (2022).Design for Dasein: A Pedagogical Framework – The Case of PROJECT@X. In ECADE 2022 – European Conference on Arts, Design & Education. Porto, Portugal. Link
  • Alvelos, H., Barreto, S., Chatterjee, A. and de Almeida, P.C. (2019). 
On the Brink of Dissipation: the reactivation of narrative heritage and material craftsmanship through design research. 
In REDes, Research & Education in Design Conference, Lisbon.
  • Alvelos, H., Barreto, S., de Almeida, P. C., Chatterjee, A., & Gomes, A. J. (2019) “Anti-Amnesia: The Viability of Millenary Weaving in a World of Acceleration”. Presented at the The European Conference on Arts & Humanities 2019, Brighton. Link
  • Alvelos, H., de Almeida, P. C. & Barreto, S. (2018) “A validação do conhecimento empírico no ensino superior e investigação em arte e design: o papel dos legados individuais”. Lisbon, Encontro com a Ciência, FCT/MCTES, July 2018.
  • de Almeida, P. C., Chatterjee, A., & Gomes, A. J. (2017) “Cortebel 50 in Almalaguês”. Proceedings. Presented at the Intersections: Collaborations in Textile Design Research Conference, Loughborough, U.K.. ‌ Link
  • de Almeida, P. C. (2017) “Arquivos vivos. A revitalização de marcas tradicionais Portuguesas em contexto da prática, investigação e ensino em design”. Congresso Internacional Para a Mesa: Produção, transformação e distribuição alimentar nos séculos XIX, XX e XXI. Painel VI – A condição pós-industrial da arquitectura e do design da indústria alimentar Portuguesa. Instituto de História Contemporânea (IHC), Faculdade de Ciências Sociais e Humanas (FCSH), Universidade Nova de Lisboa, Lisboa, 23 de Fevereiro. URL: http://www.fcsh.unl.pt/media/eventos/copy_of_20170223_ParaaMesa_Programa.pdf
  • de Almeida, P. C. (2013) “Revitalização de marcas tradicionais Portuguesas”. Apresentação oral. Workshop Futuros de incerteza, lugares de vulnerabilidade. XV Congresso da Associação Latino-Iberoamericana de Gestão de Tecnologia, ALTEC 2013, Porto 27–31 Outubro 2013. Porto: ALTEC, p. 142.
National conferences
  • ALVELOS, H., BARRETO, S., ALMEIDA, P., MONTEIRO, R. (2017). Anti-Amnesia: Design research as an agent for narrative and material regeneration and reinvention of vanishing Portuguese manufacturing cultures and techniques. (d) Continuação de comunicações, apresentação dos desafios da Agenda e debate. Ciência 2017 – Encontro com a Ciência e a Tecnologia em Portugal. Ministério da Ciência Tecnologia e Ensino Superior, Lisboa, 4 Julho. URL: http://www.encontrociencia.pt/files/A4_41530_s4_2_Heitor%20Alvelos_%20Pedro%20Carvalho%20de%20Almeida_%20Susana%20Barreto_%20Rui%20Monteiro_Co_@.pdf
  • ALVELOS, H., BARRETO, S., ALMEIDA, P., MONTEIRO, R. (2017). Wisdom Transfer: towards the scientific inscription of individual legacies in contexts of retirement from art and design higher education and research. (a) Artes, Design e Desenvolvimento Artístico, Ciência 2017 – Encontro com a Ciência e a Tecnologia em Portugal. Ministério da Ciência Tecnologia e Ensino Superior, Lisboa, 4 Julho. URL: http://www.encontrociencia.pt/files/sD_41400_s10_1_Heitor%20Alvelos_%20Susana%20Barreto_%20Pedro%20Carvalho%20de%20Almeida_%20Rui%20Monteiro_Co_@.pdf
Other publications
  • ALMEIDA, P. (2017). Brand archives as generative resource. Keynote. Winter School 2017, The Institute of Design Innovation, Glasgow School of Arts, Forres, Scotland. 16–26 Janeiro. URL: http://gsadesigninnovation.com/teaching/seasonal-school/winter-school/
  • Alvelos, H., Almeida, P. C., & Barreto, S. (2017). Cultural and Semantic Components of the Ageing discourse: contributions from design research. With Pedro Carvalho de Almeida and Susana Barreto. Presentation at Porto4Ageing Open Day, U.Porto, May 2017.
  • Alvelos, H., Almeida, P. C., Barreto, S., & Monteiro, R. (2017). Anti-Amnesia: Design research as an agent for narrative and material regeneration and reinvention of vanishing Portuguese manufacturing cultures and techniques. Ciência 2017. Lisbon: FCT/MCTES, July 2017. http://www.encontrociencia.pt/files/A4_41530_s4_2_Heitor%20Alvelos_%20Pedro%20Carvalho%20de%20Almeida_%20Susana%20Barreto_%20Rui%20Monteiro_Co_@.pdf
  • Alvelos, H., Almeida, P. C., Barreto, S., & Monteiro, R. (2017). Wisdom Transfer: towards the scientific inscription of individual legacies in contexts of retirement from art and design higher education and research. Ciência 2017. Lisbon: FCT/MCTES, July 2017. http://www.encontrociencia.pt/files/sD_41400_s10_1_Heitor%20Alvelos_%20Susana%20Barreto_%20Pedro%20Carvalho%20de%20Almeida_%20Rui%20Monteiro_Co_@.pdf
  • ALMEIDA, P., HUSH, G. (2017). On Brand Archaeology: Building new brands. Conference program. XpoNorth, Eden Court Theatre, Inverness, Scotland. 7 June. URL: https://xponorth.co.uk/archive/2017/documents/xponorth-brochure-2017.pdf
  • ALMEIDA, P. (2016). Brand Archives. Comunicação por convite. Design Visto de Fora – Maturação. Ciclo de palestras, Comissão de Acompanhamento Design Comunicação, Faculdade de Belas Artes Universidade do Porto, 8 Junho. URL: http://www.imgrum.org/user/cadesigncomunicacao/3148632536 [Acedido em 15 Fevereiro 2017].
  • ALMEIDA, P. (2016). Dia quê?. Comunicação por convite. Dia D – Conversas sobre Design. Instituto Politécnico do Cávado e do Ave (IPCA), Barcelos, 6 Abril. https://www.facebook.com/ConferenciaDiaD/?ref=page_internal [Acedido em 15 Fevereiro 2017].
  • ALMEIDA, P., ALVELOS, H. (2016). The University of Porto Digital Museum / Museu Digital da Universidade do Porto – MDUP. Apresentação pública do projecto de identidade visual. FuturePlaces, Media Lab for Citizenship. Cinema Passos Manuel, Porto. 22 Outubro. URL: http://futureplaces.org/2016-program-full-schedule/2016_10_22/ [Acedido em 15 Fevereiro 2017].
  • ALMEIDA, P., BARRETO, S. & QUENTAL, J. (2016) ‘Arquivos vivos: Regina e Imperial’. Leituras sincrónica e diacrónica das marcas Regina e Imperial a partir dos arquivos da empresa. Imperial – Produtos Alimentares S.A., Vila do Conde.
  • ALMEIDA, P.(2016) ‘Visual methods playground’. Workshop. MA Communication Design, ESAD, Matosinhos, 6–8 January.
  • ALMEIDA, P. (2015). ‘Decoding visual identities’. Comunicação por convite. Brand X, The Glasgow School of Art and Design, Glasgow, 5 October.
  • ALMEIDA, P. (2015). Pro/vocação. Keynote. ENED Aveiro 2015, Encontro Nacional de Estudantes de Design – O Design Português na Prática. Departamento de Comunicação e Arte, Universidade de Aveiro, 27–31 Março. URL: http://enedaveiro2015.tumblr.com/ [Acedido em 15 Fevereiro 2017].
  • ALMEIDA, P. (2015). Things Design is make sense of. Keynote. Sagres Surf Culture 2015. Memmo Baleeira Hotel, Sagres, Portugal, 9 Maio. URL: http://www.sagressurfculture.com/ssc-2015/ [Acedido em 15 Fevereiro 2017].
  • ALMEIDA, P.; STRICEVIC, M.; McCAFFREY, B. (2015). ‘Brand X, visual identity decoding and construction’. Workshop. Department of Product Design, The Glasgow School of Art, Glasgow, 5–9 October.
  • ALMEIDA, Pedro C. (2014) ‘Visual conversations’. Paper presented at Fast Forward: Design Practice and Education in the Near Future, MEDes Symposium. The Glasgow School of Art and Design, Glasgow, 13 March.
  • ALMEIDA, Pedro C. (2014) ‘Brand archives: a graphic design response to the globalization of visual identity’. Whichred?/ENSCIgraphic. École Nationale Supérieure de Création Industrielle, Paris. 17 November. URL: http://whichred.tumblr.com/post/102867060495
  • ALMEIDA, Pedro C. (2014) ‘Visual conversations’. Paper presented at ESAD talks. MA Communication Design, ESAD Matosinhos. 25 November. URL: http://www.esad.pt/en/feeds/pedro-c-almeida
  • ALMEIDA, Pedro C. (2014) ‘Identidade, memória e marcas do Estado Novo’. Paper presented at As marcas que ficam, a publicidade em Cruz Caldas – Ciclo de conferências. Casa do Infante, Porto. 24 Julho.
  • ALMEIDA, Pedro C. (2013) ‘Brand archives’. Seminar. PHD Design, Faculty of Fine Arts, University of Porto, 15 November.
  • ALMEIDA, Pedro C. (2013) ‘Making sense of things’. Coordinator of workshop on visual methods. MA Communication Design, ESAD Matosinhos, Portugal. 30 January–2 February. URL: http://esad.pt/pt/eventos/esad-talks-pedro-c-almeida
  • ALMEIDA, Pedro C. (2013) ‘O design no ensino superior’. Seminar. Comemorações dos 128 anos, Escola Artística Soares dos Reis, Porto, Portugal. 14 Janeiro.
  • ALMEIDA, Pedro C. (2013) ‘On the footsteps of passion’. Seminar. MA Communication Design, Central Saint Martins College of Arts and Design, London, 24 April.
  • ALMEIDA, Pedro C. (2013) ‘Uncover/discover meaning’. Seminar. ESAD talks, ESAD Matosinhos, Portugal. 29 January. URL: http://www.esad.pt/pt/eventos/esad-talks-pedro-c-almeida
  • ALMEIDA, Pedro C. (2013) ‘Visual Conversations’. Workshop coordinator. PHD Design, Faculty of Fine Arts, University of Porto, 29 November –10 December.
  • ALMEIDA, Pedro C. (2012) ‘Design and industry? it sounds good!’. Paper presented at Sound Design for Electric Vehicles. Universidade Católica–Artes, Porto, Portugal. 5 November. URL: http://artes.ucp.pt/sound4ev/addict.html
  • ALMEIDA, Pedro C. (2012) ‘Establishing a conversation for visual and contextual analysis’. Coordinator of workshop on visual methods. MA Communication Design, ESAD Matosinhos, Portugal. 26–28 January.
  • ALMEIDA, Pedro C. (2012) ‘Ilustrações, Participantes no Encontro de Manobristas’. Coordenação de workshop de ilustração com os participantes. Projecto Documentar Manobras no Porto. In: Alvelos, H., Rangel, A., Canha, A., & Pedrosa, A. (Eds.) (2013) Porto lazer empresa de desporto e lazer do município do Porto: Porto, pp. 44–5, 50–1, 129–33, 174–7, 214–21, 264–9. ISBN 978-989-96486-2-3
  • ALMEIDA, Pedro C. (2012) ‘Mapping a territory’. Seminar. ESAD talks, ESAD Matosinhos, Portugal. 25 January. URL: http://www.esad.pt/pt/eventos/esad-talks-pedro-almeida
  • ALMEIDA, Pedro C. (2012) ‘Visual identity as an organizational resource’. Seminar. Mestrado em Design e Engenharia de Produto, Faculty of Engineering, University of Porto, Portugal, 27 February.
See all 29 other publications

Scientific, artistic and cultural production

Prototypes
  • de Almeida, P. C., Chatterjee, A., Samshad, B. (2020) “Footwear prototypes with Johnstons of Elgin’s cashmere selvedge trims waste”. The Glasgow School of Art, Innovation School & ID+ / Unexpected Media Lab
  • de Almeida, P. C., Chatterjee, A. (2020) “Almalaguês Footwear Series”. ID+ / Unexpected Media Lab.
  • de Almeida, P. C., Chatterjee, A. (2017) “Cortebel 50: Série de protótipos de calçado”. ID+ / Unexpected Media Lab & Cortebel.
  • de Almeida, P. C. & Chatterjee, A. (2015). ‘Cortebel 50 (Summer Time Research Lab)’. Série de calçado comemorativa dos 50 anos Cortebel. Express – Dispositivos Médicos S.A., Cortegaça.
Technical work
  • de Almeida, P.C. (2020) Member of the organizing committee, “Winter School 2020: The time(s) of sacrifice, exploring future relationships between Humans and Nature / New perspectives. Speculative prototyping for the climate crisis”. Innovation School, The Glasgow School of Art, Forres, Scotland, U.K. 13–24 January.
  • ALMEIDA, P., BARRETO, S., BARTIS, A. & QUENTAL, J. (2017) ‘Arquivos vivos: Regina e Imperial’. Mapas de análise da identidade das marcas Regina e Imperial a partir de arquivos existentes. Instituto de Investigação em Design Media e Cultura (ID+), Centre for Unexpected Media (+UM) & Imperial – Produtos Alimentares S.A., Vila do Conde.
  • ALMEIDA, P., BARRETO, S., BARTIS, A. & QUENTAL, J. (2017) ‘Arquivos vivos: Regina e Imperial’. Mapas de análise da identidade das marcas Regina e Imperial a partir de arquivos existentes. Instituto de Investigação em Design Media e Cultura (ID+), Centre for Unexpected Media (+UM) & Imperial – Produtos Alimentares S.A., Vila do Conde.
  • ALMEIDA, Pedro C. (2014) ‘Trajectory of historical development of the ENSCI-Les Ateliers’. Visual identity analysis report. École Nationale Supérieure de Création Industrielle, Paris.
Other relevant cultural production
  • ALMEIDA, P. (2017) ‘Cortebel 50: Uma memória fundada na visualidade’. Colecção, historigrafia e arquivo da marca Cortebel. ID+ / Unexpected Media Lab & Cortebel.
Other scientific activity spreading actions
  • Caspurro, H., de Almeida, P. C. (2020) “Paluí, histórias sonoras para cantos interiores”. Apresentação, lançamento de Filme-Concerto / Documentário e Debate. Festival Entreartes, Universidade Federal da Uberlândia, Brasil, 4 Dezembro.
  • de Almeida, P. C. (2021) “Brand Archaeology and the case of Cortebel 50 in Almalaguês”. Masterclass. Fusion live, product design applications for human centered design. IPCA — Instituto Politécnico do Cávado e do Ave, 26–27 Abril.
  • de Almeida, P. C. (2020) “Visual Conversations: From mind mapping to structured written content”. 
ESAD Open Talks. ESAD–Matosinhos, 11 January.
  • Caspurro, H., de Almeida, P.C., et al. (2020) “Paluí, histórias sonoras para cantos interiores”. Apresentação, lançamento de documentário e debate. Festivais de Outono, Universidade de Aveiro (streaming/online), 19 Novembro.
  • Alvelos, H., Barreto, S., Chatterjee, A., Penedos-Santiago, E., Carvalho de Almeida, P., Gomes, A. and Pereira, J. (2019). Wisdom and Amnesia: media as a key concept for the sustainability of traditional knowledge in design education. Presentation, Encontro Ciência 2019, Organização Fundação para a Ciência e Tecnologia, Centro de congressos de Lisboa, Portugal.
  • de Almeida, P. C., and Chatterjee, A. (2016). Sapatilhas: cultural significance and industrial legacy, Poster Presentation, Ciência 2016, Lisbon.
  • de Almeida, P. C., Glumac, O. (2014) “Ethno-Media-Scapes. Social interaction tools for mediating perceptions and representations”. Workshop coordinators. FuturePlaces Medialab for Citizenship. UT Austin–Portugal Program for Digital Media, Porto. 16–18 October.