One needs to investigate the relation between the culture of the inhabitants of Rio de Janeiro and the city`s visual identity, including both popular designs and the formal ones. In this dissertation, after a historical research about the most important cultural events in the city`s history, we start at Ipanema beach, one of its main icons, on a journey thru time (60`s and 70`s), observing beachgoers behavior thru photos, historical footage, literature, and personal accounts, to analyze, finally, how this culture influenced the city`s visual identity.