Tetragrammaton with Rick Rubin Paula Scher
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Aug 9, 2023 Paula Scher, a powerhouse graphic designer and partner at Pentagram, shares her journey from CBS Records in the '70s to collaborating with major brands. She discusses the evolution of branding versus advertising, highlighting the importance of artistic integrity. Scher opens up about her creative process behind album covers, reflecting on the influence of iconic figures like Andy Warhol. She also explores the challenges of refreshing established brands, offering valuable insights into the nuances of effective design in a digital age.
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Graphic Design's Rise
- Paula Scher entered the design world during the 1960s when commercial art transitioned to graphic design.
- This shift aimed to elevate the profession's status, even though it wasn't widely recognized.
Design vs. Advertising
- Unlike the corporate, suit-and-tie advertising world, graphic design prioritized creativity.
- Paula Scher recalls advertising offices with scotch bottles, starkly contrasting the design environment.
Timeless vs. Timely
- Graphic design aims for timeless appeal, while advertising focuses on capturing immediate attention.
- Advertising becomes quickly outdated, while good graphic design remains foundational.