The poject began with a (normal) search for words and concepts that related to the conferences cycle, about what it promotes, with what it want to transmit. There were many words that appeared, at first glance but none were comprehensive enough. How to bring all these concepts together? The answer came in search of the origin of the word cycle sucitamente appears in the following way: the Greek kñklos means circle, repetition, sequence of events in a given period of time, an event in which the beginning is the end. It is part of the source that our concept, "the circle", symbol of the union. The cycle is then a Conversation "Conversation Circle": a meeting space for all the concepts we had referenced. It is this circle that intersect, providing a sharing and exchange of knowledge.The dynamic is a concept impossible to turn off in a circle, for the obvious anologia with the wheel, is not only a symbol of movement, but also a major milestone in the history of it. Our brand in this context could not be something static, on the contrary had to be something "chameleon", something that suited the environment in which it was inserted, something that would adapt to the speakers, something incasavelmente changeable