Author's trademarks

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, i.e., just by looking at them you know who the author is. The bridge then does not reflect the personality traits of the people, 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 also sometimes occurs in the visual identity of brands. Some clients commission this project a designer or agency "because they like their designs." It goes without saying, but it is worth remembering that the visual identity of the brand should reflect the personality of the brand itself and not the personality of the creator of that identity. The designer must bow to the needs of the brand, setting aside the temptation to leave their signature in some way.

The professionalism of the designer is measured to some extent by his or her ability to be humble and develop a visual identity that meets the maxim that not only relates to its author but also identifies with the brand.