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Companhia das Letras, besides to the editorial line defined by the quality of his texts, it is recognized by the style of graphic of his books. The construction of its architecture brand, initially constituted by a system that follows the same signs of the construction logic, guaranteed by the parent brand, it is part of your success. In 2012 the company starts to restructure as a publishing group in which each seal comprises an independent unit. In 2014 becomes Grupo Editorial Companhia das Letras. The aim of this paper is to discuss the construction of its brand architecture, its relationship with the business strategy and consumer perception. This type of research is part of the Project: "Brazilian Graphic Memory: design, processes and visual languages", that aims to contribute to the development of studies on recent history and theory of design. Considers research relevant examples of visual manifestations of the last 50 years in the city of São Paulo. The dominant investigates graphic languages, the changes generated by technology and business history.

GRUPO EDITORIAL COMPANHIA DAS LETRAS: TRANSIÇÃO DA ARQUITETURA DE MARCA ENDOSSADA PARA A DE MARCA PLURALISTA