“I’m not making design to answer questions. I’m making design to raise them.

” –
Paula Scher

https://ikonotv.art/watch/2931/abstract-the-art-of-design-paula-scher-graphic-design

Watch the video above and fill out the answers below!

Paula Scher calls typography “painting with _____________.”

words.

“You can create an identity for a whole place based on a recognizability of type.”
Paula talks about creating identity through design with her work for the Public Theatre in New York.
How does she describe how she came about symbolizing all of New York in the logo for the Public?

Paula Scher describes how she symbolized all of New York in the logo for the Public Theatre by using the capital
letters "N" and "Y" from the word "New York" to create a grid-like structure representing the city's streets.

“If a font is heavy and bold it may give you a feeling of _____________________.”
strength and assertiveness.

“If a font is thin and has a serif form, it may feel ________________________.”
elegant and refined.

Why is it important to consider how a font ‘feels’ when using it in graphic design (think about your
audience).

Considering how a font "feels" is crucial in graphic design because fonts convey subtle emotional cues and set the tone for the
overall message. Different fonts evoke different emotions and associations. For example, a playful font might be suitable for a
children's event, while a formal serif font might be more appropriate for a legal document.

“You have to be in a state of play to design.”

What do you think Paula means by ‘play’. What does ‘play’ mean to you - how do you create your own
sense of play when you’re working?

She likely refers to a mindset characterized by creativity, experimentation, and a willingness to

explore without constraints. In this context, "play" suggests a freedom from rigid structures or
preconceived notions, allowing designers to tap into their imagination and embrace novel ideas.

“That’s a tremendous advantage, to make a terrible blunder, because you

learn that way.”
The documentary talks a lot about Paula’s successes, but it doesn’t showcase any of her failures, or
stumbles along the way to get to where she is. Take some time after the documentary to google Paula’s
career and see where she stumbles, and how those situations helped her grow as a graphic designer.
Record your findings below:
“I’m not making design to answer questions. I’m making design to raise them.” –
Paula Scher

One of her notable setbacks was her design for the Citibank logo in 2002. Scher's design was met with
significant criticism, particularly from design purists who felt it lacked the sophistication and timelessness
expected of a major financial institution.
ChatGPT
Another notable challenge in Paula Scher's career was her redesign of the Windows 8 logo in 2012. While the
design aimed to modernize the iconic logo for Microsoft's latest operating system, it faced mixed reactions
from users and design critics alike. Some felt that the design lacked the simplicity and timelessness of
previous iterations, leading to a less favorable reception than anticipated.