Blog post 3 – Paula Scher
Paula Scher is one of the most influential female graphic designers in the world. She is the first female principal of the design firm Pentagram and is known for her striking typography and layouts. Scher defies traditional desires for ‘clean’ design by merging her work with fine art and seeking an emotional response.
Paula Scher began her career as a layout designer for children’s books. Following that, she began working in the advertising department of CBS Records for two years until she joined Atlantic Records. There, she designed her first album cover. These skills later allowed her to return to CBS Records.
Teaming up with editorial designer Tyler Koppel in 1984, she founded the design firm, Koppel & Scher. She designed everything from advertising and brand identities to book covers. In 1991, Scher joined Pentagram as a partner and quickly worked her way up to becoming the principal. During this time, she also began teaching at the School of Visual arts, and later at Yale University, Tyler School of Art, and Cooper Union.
In 1994, Scher designed the new brand identity of the New York Public Theater. This new identity was created with her unique design style and attracted a more diverse crowd to the theatre than ever before.
Over the course of her career, Paula Scher has been awarded over 300 awards for her work, including the highly prestigious AIGA Medal for her contributions to the design world.