Designing Identities

with Paula Scher
Online
Wednesday, May 27, 2020
4 p.m. – 5:15 p.m.

While discussing her iconic design work for the High Line, The New School, and other institutions, Paula Scher will explore how designers work to accomplish various client needs: The need for their institution to be recognized and understood. The need to communicate messages. The need to be appealing. They need to direct people where they need to go. They need to improve real estate, neighborhoods, and public places. But sometimes, she will show, design has unintended consequences, and therein lies the heart of this mini master class.

Paula Scher is one of the most acclaimed graphic designers in the world. Described as the “master conjurer of the instantly familiar,” she straddles the line between pop culture and fine art in her work. Iconic, smart and accessible, her images have entered into the American vernacular. She has been a principal of the design firm Pentagram since 1991. She has developed identity campaigns for Walt Disney Imagineering, Shake Shack, Citibank, the Museum of Modern Art, Tiffany & Co, the High Line, the Public Theater, the Metropolitan Opera, Jazz at Lincoln Center, and others. She is also an artist whose work is in the permanent collection of the Museum of Modern Art, the Cooper Hewitt National Design Museum, the Library of Congress, the Victoria and Albert Museum, and other institutions. Her books include Make It Bigger, MAPS, Works, and 25 Years at the Public: A Love Story.


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