PAULA SCHER, graphic de­signer “A CHARACTERISTIC FEA­TURE OF THE NEW YORK CITY LAND­SCAPE”

Bulletin - - Contents -

“How did you come to rec­og­nize the im­por­tance of a vis­ual lan­guage?” – “At some point I re­al­ized that busi­nesses, prod­ucts and in­sti­tu­tions can be rec­og­nized by cer­tain move­able ty­po­graphic com­po­nents, and not just by fixed lo­gos.”

“Why is that im­por­tant?" – “It’s im­por­tant in cre­at­ing a vis­ual lan­guage that is both in­stantly rec­og­niz­able and flex­i­ble enough to be used in many dif­fer­ent ways as a com­pany ex­pands and evolves.”

“How did you dis­cover the im­por­tance of these ty­po­graphic sys­tems?” – “I was hired to de­velop a new iden­tity for the Pub­lic The­ater in New York that re­flected its broad range of pro­grams and ac­tiv­i­ties. Every­thing had to be rec­og­niz­able as com­ing from the same place. I se­lected a font style that was based on Amer­i­can Wood Type – which sub­se­quently be­came

a characteristic fea­ture of the New York City land­scape. Keep an eye out the next time you visit New York.”

Paula Scher, 69, is a graphic de­signer, painter and art ed­u­ca­tor. She cre­ated a num­ber of fa­mil­iar lo­gos – for CNN, Win­dows 8 and the Mu­seum of Modern Art (MOMA), among oth­ers – and has de­signed some 150 record cov­ers, in­clud­ing al­bums by such prom­i­nent mu­si­cians as Bob Dy­lan, Charles Min­gus, Keith Jar­rett, Paul Si­mon and Bos­ton. Scher has re­ceived count­less awards and hon­orary doc­tor­ates. She is a part­ner in the leg­endary de­sign firm Pen­ta­gram.

Newspapers in English

Newspapers from Switzerland

© PressReader. All rights reserved.