Overview
This transcript features Paula Scher, renowned graphic designer, reflecting on her career, creative process, and contributions to typography and visual identity, with input from colleagues and collaborators.
Everyday Inspiration and Typographic Philosophy
- Paula observes typography everywhere in New York City, finding inspiration in the diversity and imperfection of public signage.
- She likens typography to "painting with words," expressing deep passion for its expressive potential.
- Distinctive typographic choices convey character, emotion, and meaning, even before words are read.
Work Environment and Creative Collaboration
- Paula works in a collaborative, fast-paced environment at Pentagram, a design collective without hierarchical structure.
- Ideas emerge through teamwork, quick visual problem-solving, and constant interaction.
- She values physical processes—sketching, painting, and hands-on exploration—over purely digital design.
Key Projects and Design Approach
- Designed the identity for the Public Theater to unify its varied programs and reflect New York’s vibrancy.
- Developed the High Line logo to evoke industrial railroads, and the Pier 55 identity to reference the site’s unique architecture.
- Revisits and refines identity systems over time to ensure adaptability and relevance.
Artistic Practice and Personal Expression
- Paula’s map paintings and satirical diagrams explore emotional and complex information, often blending personal, demographic, and political themes.
- Early influences include record cover design, pop culture, and underground media.
- Transitioned from illustration to a focus on typography, elevating its cultural and communicative role.
Navigating Design Careers and Gender Dynamics
- Paula recounts navigating sexism in the industry, emphasizing her achievements and professional identity over gender stereotypes.
- Asserts the importance of creating powerful, recognizable visual languages for organizations.
Design’s Societal Impact
- Discusses the Palm Beach ballot design flaw in the 2000 U.S. election, highlighting real-world consequences of design decisions.
- Stresses the importance of user-centric and emotionally resonant design, as seen in Rockaway Beach wayfinding after Hurricane Sandy.
Client Interaction and Design Process
- Describes the challenge of persuading stakeholders to embrace design solutions, not just creating the initial concept.
- Balances strategic information-gathering with intuitive creativity in client work.
Personal Life and Influences
- Shares a non-collaborative but supportive relationship with fellow designer Seymour Chwast.
- Influenced by her mapmaker father and a creative, intellectual family background.
Enduring Drive and Motivation
- Finds continuous inspiration and joy in making things, expressing hope that her best work is still to come.
- Emphasizes that making—both art and design—is at the core of her identity and fulfillment.