September 24, 2017

VISU 1100 Blog #3

Graphic designer Paula Scher anchors the New York-based design firm Pentagram, where she has worked since 1991. She has been described as “master conjurer of the instantly familiar,” a testament to her massive talent and skill at brand identity. As part of a Netflix documentary series “Abstract: The Art of Design,” Paula Scher was examined for the graphic design episode. In the docu-series, Scher says that typography is everywhere and that it “shouts” out to her. Her clear love and affinity with typography has clearly influenced her work. One of her projects the documentary analyzes is her branding work for The Public Theater. Scher transformed the theater into a highly recognizable symbol through typography. Inspired by old wood type, each letter has a different width to represent the many different types of people in New York. This unique type setting truly is “instantly familiar.”

Paula Scher, The Public Theater wordmark

Scher earned a BFA from the Tyler School of Art and honorary doctorates from Corcoran College of Art, Design and Maryland Institute College of Art, and Moore College of Art and Design. As a teacher, Scher held a position at the School of Visual Arts for twenty years as well as positions at Cooper Union, Yale University and the Tyler School of Art.

As a graphic design major, I’m really interested in typography. The Public’s branding is a particularly interesting and unusual. I also have a soft spot for theater, so this branding is interesting to me for that reason as well.

Some of Scher’s other client work include the High Line, the New York City Ballet, and the New York Botanical Garden.