Field Journal 10

Paula Scher (b.1948) is an American graphic designer and artist. Scher was among the artist who started the New York retro movement in design, the rediscovery of 20th century graphics characteristic of early Modernism with its use of unconventional typefaces, geographic emphasis and domination of typography over imagery.

Scher finished Tyler School of Art in Philadelphia and started out as a record cover art director at Atlantic and CBS Records.

Scher was influenced by art deco movement, Russian constructivism and outdated typefaces. One of her works that reflect the influence of constructivism is Poster for CBS records “Best of Jazz”, 1979.



Paula Scher
Poster for CBS records “Best of Jazz”, 1979
http://www.bobbyaidfw.com/imd1083/paula_scher/index.html

Scher, with her bold approach to designs, had become one of widely popular graphic designers and left a big imprint in the history of American graphic design. She became a co-founder of Koppel & Scher in 1984 and became a partner in Pentagram in 1991, the only woman among 15 partners.

Scher work has changed New York, leaving her mark on the city through her designs for many posters and environmental signs.

The poster for “The Diva Is Dismissed” comedy and music show at the Public Theater shows the influence of Post-Modernism. It is one of the Scher’s most famous posters and is part of Museum of Modern Art collection in New York City.



Paula Scher
Theater poster “The Diva is Dismissed”, 1994
http://www.internationalposter.com/poster-details.aspx?id=USL16743

Scher believed that learning from one’s mistakes is a secret of success, she said "You have to fail in order to make the next discovery. It's through mistakes that you actually can grow."

Scher had worked for many different companies and institutions such as Citibank (design of umbrella logo), Tiffany & Co, The Public Theater, The New York Times Magazine, The American Museum of Natural History, The New York City Ballet and Herman Millar.



Paula Scher
Poster for Ballet Tech, 1997-2000
http://www.missomnimedia.com/2007/07/art-herstory-paula-scher/

Her work for New York City Ballet are among one of my favorites. They are so dynamic and powerful; there is so much movement, so much emotion, yet they are mainly done in black and white.

Paula Scher
Branding for the New York City Ballet, 2008
http://dben.wordpress.com/2008/01/24/paula-scher/

Paula Scher
New York City Ballet Poster, 2008
http://pentagram.com/en/new/2008/01/paula-scher-designs-new-identi.php

Paula Scher
Citibank logo, 2006
http://logodesignerblog.com/tag/logo-design-discussion/

Scher logos for Citibank and Tiffany & Co are famous around the world. She has done a lot of work for branding systems of different companies.
Scher’s work can be found in museums around the world: New York Museum of Modern Art, Cooper-Hewitt National Design Meseum, the Zürich Poster Museum, the Denver Art Museum and the Centre Georges Pompidou in Paris. In 1998 she was awarded a recognition of being a part of the Art Directors Club Hall of Fame.

It is very easy for the general public to relate to Scher’s work, and it was always her goal. As she says of herself “I've always been what you would call a 'pop' designer. I wanted to make things that the public could relate to and understand, while raising expectations about what the 'mainstream' can be. My goal is not to be so above my audience that they can't reach it.”

I like the simplicity of Scher’s work, but I also like how dynamic it is: it grabs attention, it forces the viewer to engage, it speaks to a viewer and it is not overpowering in it complexity. This is probably the main reason why she became so famous among the world of graphic design, her ability to make the design relevant for the viewer with smart use of typography and imagery.