This work is a case study of the Fortaleza Bela government brand from its creation and its permanent use throughout two Municipal Administrations of the City of Fortaleza between 2005 and 2012. The study of these logos, symbols that intend to express and represent a certain form of executive power, are often restricted to a debate purely in the fields of advertising or marketing professionals. In order to carry out this study, the researcher (who was also the Mayor of Fortaleza in that period) uses self-reflexive narrative, government programs, the TV and radio broadcasts of the free political advertising time, the coverage of Ceará s two main local newspapers and some official documentaries, publications and advertisements of the City Hall of Fortaleza. It is observed that the expression Fortaleza Bela aroused the most diverse feelings and reactions among residents of the City and several other subjects. The researcher also notes that the brand became a source of inspiration for the creation of the most varied materials such as poetry, traditional cordel verse, music, critiques, cartoons, graffiti, satire and also pejorative actions in relation to the original brand. She concludes that the fact that the expression Fortaleza Bela and its derivations were intensely exposed in the 2004 Electoral Campaign and during the eight years of the Municipal Administration, led to the Government having a deep identification with this brand, so that it is still remembered in the present day.