Lecture Notes: Paula Scher - Design and Typography

Introduction to Typography in New York City

• Paula Scher's Observation: Typography is everywhere in NYC; the city is filled with varied signs.
• Typography: Described as "painting with words"; it's a personal passion for Paula.

Paula Scher and Pentagram

• Role and Work Environment:
  • Works at Pentagram, a prestigious design firm.
  • Describes the environment as cooperative, no bosses, just partners.
  • Prefers a dynamic workspace, often moving around rather than sitting at a desk.
• Design Process:
  • Ideas often interrupted and evolving.
  • Interaction with the team is crucial; allows for better ideation and problem-solving.

Designing the Public Theater Identity

• Challenges: Multiple identities of the Public Theater; needed a unified, New York-centric identity.
• Design Inspiration: Derived from American wood type; varied weights symbolizing NYC’s diversity.
• Impact: Created a recognizable identity that could be adapted over the years.

Typography’s Role in Communication

• Typography Elements:
  • Uses weight, height, and character to convey messages and emotions.
  • Examples include altering the length of the E-bar for different stylistic effects.
• High Line Logo Example: Designed to resemble a railroad track using typography.

Evolution from Hand-Painting to Digital

• Transition:
  • Initially painted fonts by hand; misses the physical aspect after digitization.
  • Began painting maps as an emotional outlet, focusing on creative expression rather than factual accuracy.

Designing Record Covers at CBS Records

• Experience in the 70s:
  • Designed record covers, combining illustration and typography.
  • Worked with various artists; had more creative control with less prominent artists.
• Boston Album Cover: A memorable, though personally unsatisfying, project.
• Shift to Typography: Over time, her designs focused more on typography.

Personal Artistic Journey

• Graphical Synthesis: Known for synthesizing information creatively.
• Influences: Influenced by underground culture, record covers, and contemporary art.
• Early Career: Began at Tyler School of Art, discovered a passion for typography.

Environmental Graphic Design

• Rockaway Beach: Designed signage post-Hurricane Sandy to help rejuvenate the community.
• Design Purpose: Aimed to provide emotional connections and practical navigation.

Impact of Design

• 2000 Election Ballot: Critiqued the poor design of the Palm Beach Ballot, illustrating the importance of clear design.
• Identity Systems: Focused on creating adaptable identities that evolve over time.
• Citi Logo: Designed the Citibank logo, emphasizing simple, effective design.

Personal Life and Collaborations

• Relationship: Married to Seymour Chwast, also a renowned designer; they maintain separate artistic practices.

Legacy and Influence

• Paula’s Impact:
  • Seen as a key figure in the design world; known for her distinctive approach to typography.
  • Continues to pursue new creative challenges, driven by the idea of creating her best work yet.
• Conclusion: Making stuff is central to Paula's life and career, with a constant drive to innovate and create.