Given the phenomenon occurring in the Cuauhtémoc neighborhood in Mexico City, where hand-painted signs called "rótulos" are being dismantled from informal and local commerce premises. This thesis conducts a Design Anthropological analysis of these rótulos and their context to shed light on their significance in Mexican popular culture and their influence on society's visual culture. By utilizing the tools and techniques employed in the field of Design Anthropology, this research aims to explore the cultural and social aspects intertwined with these iconic graphic elements. Through interviews and visual analysis, this study will examine rótulos from two perspectives, firstly, as a graphic sign, and secondly, as a profession, the rotulista.