Our Brand Symbolism

Arx is the Latin word for stronghold, hilltop or citadel. In ancient Rome the Arx, located on the Capitoline Hill, held siginificant power as the epicenter of the Roman Empire. Significantly the Arx was home to a temple dedicated to Juno Moneta, the protectress of funds. This was where the first bronze coins were minted in Rome. From the name, Juno Moneta, we have inherited words such as money and monetary.

Pangaia is an amalgam of the term Pangaea, the supercontinent that existed during the Paleozoic and Mesozoic era and Gaia, with its dual mythological and scientific meanings-the Greek primordial deity who created the earth and the universe, and the Gaia hypothesis that life is sustained through the interaction of living and inanimate matter in a dynamic, self regulatory system. Understanding complexity and preserving continuity informs our holistic approach.

The design for the Arx Pangaia logo is based on a symbol found at an Etruscan sanctuary in Montovolo, Italy, likely signifying the ‘navel of the world’. Coincidentally, the concept of a mythological ‘navel of the world’ and the use of oval stones to represent it can also be found on the remote Easter Island in Polynesia.