Overview
This transcript explores the creative process, philosophy, and career of renowned graphic designer Paula Scher, focusing on her relationship with typography, her design practice at Pentagram, significant projects, personal influences, and experiences as a woman in the industry.
Observations on Typography and Urban Design
- Typography is omnipresent in New York City, with diverse and often chaotic signage.
- Well-crafted typography is described as "painting with words" and a personal passion.
- Paula Scher is highly regarded for her innovative and distinctive use of letterforms in design.
Work Environment and Collaboration at Pentagram
- Pentagram operates as a design cooperative with a flat structure, emphasizing individuality among partners.
- Scher thrives on close teamwork and values the quick, iterative process of sharing ideas and feedback.
- Collaboration with colleagues and clients sparks creativity and new design directions.
Design Philosophy and Process
- Scher emphasizes the power of typography to establish identity, emotion, and character before words are even read.
- She describes adapting typefaces and weights to evoke different historical or emotional tones.
- Her process involves a blend of intuition and strategy, often revisiting and evolving her designs over time.
Notable Projects
- Scher developed the Public Theater's visual identity by harnessing diverse typographic weights, capturing New York's character.
- Created the Highline logo to evoke railroad imagery through typographic elements.
- Designed environmental graphics and signage, such as the Rockaway Beach project post-Hurricane Sandy, emphasizing community and place.
Personal Influences and Early Career
- A fascination with maps and information synthesis stemmed from childhood and family influences.
- Scher's early professional years included designing album covers at CBS Records, where she developed her typographic voice.
- Influences included contemporary pop culture, underground media, and a desire to merge illustration with type.
Reflections on Gender and the Design Industry
- Scher shares the challenges of being a woman in a male-dominated field, observing prevalent sexism during her early career.
- She did not initially identify as a feminist, but later acknowledged the impact of gender biases she experienced.
Creative Habits and Artistic Practice
- Scher finds inspiration in both solitary and collaborative settings, often entering a "state of play" for creative breakthroughs.
- She transitioned from physical to digital design but returned to painting for tactile engagement and to explore information as art.
- Artistic projects often weave together complex data, maps, and personal or satirical themes.
Client Engagement and Design Advocacy
- Explains the complexities of client presentations, managing expectations, and the iterative process of achieving buy-in for ideas.
- The design is not just about aesthetics but about helping organizations realize a more authentic version of themselves.
Legacy and Ongoing Motivation
- Scher is recognized for shaping accessible, populist typographic languages that resonate in everyday American life.
- She remains driven by the desire to keep creating, believing her best work may still be ahead.
Decisions
- Design systems must be adaptable and periodically revisited.
- Identity should be powerful, recognizable, and true to its origins.
Action Items
- TBD – Design Team: Experiment with lowering design elements for improved visual impact.
- TBD – Paula Scher: Revisit past identity systems every 5–10 years for necessary updates.
- TBD – Team: Finalize summer festival posters for Public Theater.