Com que letras se escreve Fortaleza?: uma análise da paisagem tipográfica do centro da capital cearense

Abstract

The present research addresses the vernacular typographies found in downtown Fortaleza as communicative and identity elements of urban space. The study investigates how popular signage contributes to shaping the city's visual landscape, reflecting specific social, economic, and cultural dynamics. Based on an ethnographic approach (Magnani, 2002), the research combines mapping techniques, photographic surveys, and categorization of the identified structures, considering their informational content. The concept of the urban palimpsest (Pesavento, 2004) underpins the understanding of the city as a space in constant graphic and symbolic re-signification. As part of the methodological process, an adapted analysis form was developed, associated with the card sorting technique (Rocha, 2009), allowing for a meticulous organization of the collected data and facilitating the identification of visual and narrative patterns present in the urban space, which enabled the formulation of nine categories. The study highlights that vernacular typographies transcend their utilitarian function, acting as visual mediators of urban identity. The results indicate that these letterings not only serve an informational and commercial purpose but also constitute living records of the visual culture and social interactions that shape the city. As a visual outcome of the research, the map "Fortaleza em tipos" synthesizes the main findings and presents a cartographic overview of the identified vernacular typographies, contributing to the appreciation of Fortaleza’s graphic memory and to the understanding of the tensions between tradition and modernity in urban visual communication.