Paula Scher, born on October 6, 1948, in Washington, D.C., stands as a towering figure in the world of graphic design. As a partner at the prestigious design firm Pentagram, Scher has profoundly influenced contemporary design through her innovative use of typography, bold design choices, and impactful visual identities.
Early Life and Education
Paula Scher’s passion for design was evident from a young age. She pursued her education at the Tyler School of Art in Philadelphia, graduating with a Bachelor of Fine Arts in 1970. Her early career saw her working as an art director at CBS Records and Atlantic Records, where she honed her skills and developed a distinctive style that would become her hallmark.
Breaking New Ground in Typography
One of Scher’s most significant contributions to graphic design is her innovative use of typography. She revolutionized the way type is used in design, treating it not just as a means of communication but as a powerful visual element. Her typographic work is characterized by its boldness, dynamism, and ability to convey complex messages with clarity and impact.
- Public Theater Campaigns: Scher’s work for the Public Theater in New York is among her most celebrated. Beginning in the mid-1990s, she developed a visual identity that utilized vibrant typography and dynamic compositions to capture the energy and diversity of the theater’s productions. This work not only reinvigorated the Public Theater’s brand but also set a new standard for cultural institution branding.
- Posters and Album Covers: During her tenure at CBS Records, Scher designed over 150 album covers a year, creating iconic and memorable visuals for artists across genres. Her ability to merge typography with imagery resulted in some of the most striking album covers of the era.
Iconic Brand Identities
Beyond typography, Paula Scher has designed numerous logos and brand identities that have become integral to the visual landscape. Her approach often involves simplifying complex ideas into clean, memorable designs that stand the test of time.
- CitiBank: In 1998, Scher designed the logo for CitiBank, featuring a simple yet effective red arc over the “t” that symbolizes both an umbrella and a smile. This design has become synonymous with the brand and exemplifies Scher’s skill in creating enduring corporate identities.
- Windows 8: Scher’s redesign of the Windows logo in 2012 marked a significant shift for Microsoft, reflecting the company’s move towards a more streamlined and modern aesthetic. The simple, window-like design underscored the brand’s core values of clarity and innovation.
Design Philosophy
Paula Scher’s design philosophy is deeply rooted in the idea of making the complex simple. She believes that design should communicate clearly and effectively, without unnecessary embellishments. Scher’s work is often characterized by its directness and boldness, challenging conventional norms and pushing the boundaries of visual communication.
Scher has also been a vocal advocate for the importance of play in design. She emphasizes the need for designers to experiment, take risks, and embrace the unexpected. This sense of playfulness and willingness to explore new ideas is evident in much of her work, giving it a distinctive and dynamic quality.
Teaching and Influence
In addition to her professional work, Paula Scher has made significant contributions as an educator. She has taught at the School of Visual Arts in New York and has lectured extensively around the world. Her insights and experiences have inspired countless students and young designers to pursue their own creative paths.
Scher’s influence extends beyond her direct teaching. Through her books, including “Make It Bigger” and “MAPS,” she has shared her design philosophy and process with a wider audience, further cementing her role as a thought leader in the field.
Legacy and Recognition
Paula Scher’s impact on graphic design is profound and far-reaching. Her innovative use of typography, creation of iconic brand identities, and commitment to clear, effective communication have set new standards in the industry. She has received numerous awards and honors, including the AIGA Medal, recognizing her contributions to design excellence.
