In this paper we deal with the analysis of institutionalization process of Art, Craftmanship, Variety Productors Fair, popularlly knowed as Hippie Fair of Belo Horizonte city (Brazil), what we made, focusing particularly identity, using institutional theory with a longitudinal approach. Research strategy adopted, a qualitative one, articulated as main methods multi-case study and biographic method (life history). Data were collected thorugh interviews in depth based in semi-structured scripts. Sample was based in a intentional and non probabilistic aspects, focusing time that interviewees work at Hippie Fair. Data were collected using discourse analysis, a technique adequated to longitudional studies. Main results reveal the influence of public administration (coercitive isomorphism) on the field in these almost 40 years of Hippie Fair, although it has had periods in what other kind of isomorphism were stronger. We concluded that the legitimity of unorthodox organizations like this can be defined for orthodox elements, as legislation, if actor do not delimit clairly their territory. This permit that studies with symbolical approach can be developed to analyse as individuals are positioned inside institutionalized fields.