Contemporary society is based on a perpetual evolution of personal opinions and likings. The transmission of knowledge is questioned, but if the education and teaching about a critical vision is considered an essential instrument, so the schools and the masters still have the possibility to contribute to it. So it is necessary to give a common cultural value to the term venustas in order to make beauty a collective project and the logical answer to a need, to a requirement. The example used to illustrate this hypothesis is the case of the Swiss canton Graubünden. Its recent architecture is not based on the formal result, but on the processes generating forms, which are beautiful because of their adequacy and aptness.