In this captivating conversation, Paula Scher, a celebrated graphic designer and Pentagram partner, shares her remarkable journey in the world of design. She reflects on her early artistic aspirations, the role of luck in her success, and the evolution of design careers. Scher discusses navigating challenges in the male-dominated industry and the impact of age on creativity. Her passion for large-scale maps and tackling complex government projects showcases her innovative approach, blending artistry with practicality in design.
Paula Scher's career path highlights the significance of personal connections and happenstance in achieving success in graphic design.
She underscores the need for adaptability to technological advancements while maintaining foundational design skills for future challenges.
Deep dives
The Evolution of Paula Scher's Career
Paula Scher began her career as an artist before discovering graphic design as a profession, initially creating posters and illustrations for school events. Her journey led her to New York, where she faced numerous challenges while finding her footing in the industry, including early encounters with influential figures that shaped her understanding of design. Her work at notable establishments like Random House and CBS Records helped her develop a distinctive style, blending illustration and graphic design, leading to the creation of significant projects such as album covers and children's books. Scher emphasizes that her career progressed more through happenstance and personal connections than through a definitive career plan, marking her path as both unique and opportunistic.
Pioneering Gender Representation in Design
As one of the first female partners at Pentagram, Paula Scher navigated a predominantly male environment and advocated for greater representation of women in the design field. She shared her experience of being the only woman in leadership roles and the challenges that accompanied such a position, including what she referred to as the 'imposter syndrome.' She highlighted the importance of resilience and adaptability, as many of her contemporaries in the field were leaving their positions, leading to an evolving team dynamic within Pentagram. Scher’s journey showcases the strides women have made in the design industry, while underscoring the ongoing need for equal representation.
Enduring Relationships with Clients
Scher has built long-term relationships with clients that have significantly impacted her design practice, most notably with the Public Theater, where she has worked for over three decades. This enduring partnership has allowed her to explore the evolution of the theater's identity, reflecting both personal growth and a deep understanding of its mission. By treating the collaboration as an ongoing project rather than a one-off job, Scher has been able to innovate and adapt the theater's branding continually while maintaining its core essence. This case underscores the value of committed relationships in design, demonstrating how consistent collaboration can lead to remarkable creative developments.
Navigating Change and Advancements in Technology
Paula Scher is not only an influential designer but also an advocate for adapting to technological changes within the industry. She recognizes the impact of emerging tools like AI on design practices, acknowledging both their potential benefits and the challenges they pose to traditional roles. Her recent experiences with government projects that leverage advanced technology emphasize the importance of being open to new methods while understanding the implications of these innovations on the workforce. Scher encourages upcoming designers to embrace technology while also honing their foundational design skills, ensuring they are well-prepared for the future landscape of the design industry.
In this episode, we sit down with the Paula Scher. Paula is one of the most acclaimed graphic designers in the world. Since 1991, she has been a partner at Pentagram New York, where her work for the Public Theatre, the Museum of Modern Art, Shake Shack and the High Line has become landmarks of modern branding. We talk about her early career, life at Pentagram, and how she’s still designing well into her seventies.
Follow us on Instagram @rgdcanada or visit us online at rgd.ca. Purchase tickets to the upcoming DesignThinkers conference at designthinkers.com.
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