Paula Scher is among the most influential graphic designers working today. The first female principal to join Pentagram, the world’s largest independently owned design studio, Scher’s logos, identity and branding systems have established her iconic status as a “master conjurer of the instantly familiar.”
I don’t think about changing the world through design. I think about raising the expectations of what something can be.Paula Scher
Even if you’ve never heard of Sher, you know her work. Picture the logos for Citibank, Tiffany & Co, Shake Shack, Microsoft: Windows 8 or the Museum of Modern Art.
Simply put: Scher’s impact on the way graphic design is practiced today is immeasurable. In her wide-ranging conversation with Lorne, conducted near Pentagram’s New York City headquarters, Sher reflects on the source material that feeds her creativity and the processes she’s developed to strike the right balance between instinct and craft and experience necessary to produce work that viscerally captures the essence of a brand, institution or idea.