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