The letter, in the advertising plaques of the stationary stores in La Matuna sector of Cartagena’s center, manifests as a symbolic component that shows the variety and the transcendence of human everyday life. The present writing on these plaques reveals two interrelated dimensions: the letter, as a fundamental graphic design element, and as a cultural identity element. Is in this way that an apparently trivial object, gets formalized and exposed as a property of Cartagena’s people deserving of acknowledge inside their collective visual memory. This graphic legacy is not offered in touristic bulletins of the city since it belongs mostly to an intimous experience of the popular sector pedestrians, rather than that of a tourist or a traveler.