W
alking the streets of Mexico City is a visual jungle. A delightful journey full of colors, patterns, and popular picturesque expressionism. One of the most peculiar visual treats are rótulos. These hand-painted sign graphics for small businesses emerged during the 70s. Pollerías (chicken markets), car repair shops, hair salons and all kinds of commerces relied on rótulos to advertise their businesses, making it one of the earliest forms of advertising.
NOSTALGIC PRINT
Being a rotulista is a profession that is part of Mexico City’s visual history. Rótulos emerged in La Lagunilla, one of the most-known neighborhoods for popular commerce. “La Calle de los Rótulos” (Rótulos’ Street) was home to a community of full-time rotulistas that offered their services. Unfortunately, the use of computer software and digital printing has overshadowed this craft. There are still a few people that practice it, but it’s mainly supported by heritage and family tradition.
SELF-EDUCATED PROCESS
Every rótulo is carefully designed. Before starting to hand-paint, the rotulista uses pictures as a reference to trace in charcoal a rough sketch on the wall. The next step consists on selecting a color palette for the painting process. The rotulista always keeps in mind the type of sign that he is doing: Blacks and browns for carnicerías (meat markets), yellows and grays for electronic stores, greens and blues for seafood. Once the color palette has been chosen, the artist proceeds to handpaint or rotular with very good pulse and persistence. The use of typography and lettering is very versatile. From a simple serif to a perfectly traced script, not to mention the challenge of a
gothic typeface. The use of outline, shadows and other ornaments elevate the status and visual appeal of the business. It’s important to keep in mind that many of these artisans don’t have a design education background. It’s a profession that not a lot of people do and the ones that still do it are fully driven by necessity and passion.
WORD-TO-MOUTH
Besides from the technique used in every rótulo, originality is extremely important. A hot mermaid selling seafood, a pork being cooked by another pork, or a funny-looking tooth. The more original the artwork, the more visual impact the commerce has. Merchants are immediately attracted to the graphic figures, turning rótulos into more than a sign. They are a symbol of their favorite shop, a visual reference that speaks vernacular imagery. Though there are thousands of different small businesses providing the same service, each sign is drawn differently with their own voice. Next time you are in Mexico take some time to walk around and get inspired by the delicate traces and organic shapes that make this beautiful craft part of the visual history of advertising and communication.