Discussed here are the three major aspects of design excellence— science, technology, and aesthetics—with particular emphasis on aesthetics. Although generally applicable to all visible engineered structures, specific comments, descriptions, and illustrations relate to the design and construction of bridges. The study identifies some outstanding books and design manuals on bridge aesthetics that recently have been developed and published by the engineering profession. It also lists a number of primary design guidelines that are recommended by many design authorities and suggests how these guidelines can be used to advantage by those with limited design experience.