The semantic Web is a vision of a Web augmented with formalized knowledge annotating it. Currently, there is a huge gap between the conceptual structures underlying the semantic Web and the final rendering of a user-interface enabling an end-user to peruse or act on part of it. We describe an approach we experimented to automate part of the process of generating representations for concepts mobilized in the semantic Web. We reuse the notion of surrogate from information retrieval and we show that surrogate patterns tend to be close to the patterns of identity conditions used in ontology engineering. From this observation we propose and discuss a mechanism to derive surrogate templates from structures found in ontologies and rules.