There are municipalities that, when deciding to commission the construction of a bridge, have as a main criterion that the inhabitants of the locality take less time to travel the distance that separates them from the next town.
illustration: luis echánove
other municipalities prioritize the bridge as a piece with great personality and decide to commission the project to a renowned architect whose works are immediately recognized. recognized in the literal sense of the word, that is, just by seeing them you know who the author is. the bridge then does not reflect the personality traits of the town, it may even ignore the main needs of the users and in the end it is just another piece in the author's collection. the bridge is identified as the author's and not as a reflection of the personality, life and souls that inhabit that town.
this is also sometimes the case in the visual identity of brands. some clients commission this work to a designer or agency "because they like their designs". it is obvious, but it is good to remember that the visual identity of the brand should be a reflection of the brand's personality and not the personality of the author of the identity. the designer should bend to the needs of the brand, leaving aside the temptation to somehow leave his or her signature.
the professionalism of the designer is measured in a certain way by his ability to be humble and develop a visual identity that fulfills the maxim that it should be related to its author if not identified with the brand.