Abstract: The Art of Design Paula Scher

Abstract is a Netflix original documentary series showcasing eight creative designers within different design fields. Designers ranged from a graphic designer to a footwear designer. The goal of the series is to give the audience a sense of these designer’s inspirations, journeys, stories, messages and their art. Within the series the designer I found a connection and interest with is Paula Scher. Not to hard to believe that I would be drawn to her since we are both graphic designers.

Paula Scher strong suits within the graphic design field are typography and brand identity. Coming from a family were the women were teachers and her father was a map maker she was expected to follower in that foot step. Having a high IQ has she did one would think she would become an engineer but she always knew she was in love with creating. She was always in art classes and art clubs when her peers were doing the opposite. Later on she went onto Tyler School of Art were she discovered her love for typography.

Right out of school Paula got her dream job of designing album covers. Paula shared her break down into how she designed an album cover. If the artist was will known she did whatever concept the artist had, if they were not known then her concept would go forward. If it was a jazz album she got to play around with more of an art form and if it was an album no one was interested in that was when she had the most fun, playing around with typography which she loved.  Apart from being known for designing album covers Paula is also known as the brand identity designer for The Public Theatre in New York and the logo designer for Citibank.

Typography is not my strong suit but watching Paula Scher speak of type like it was a character in a story she telling made it interesting for me. As designers we are story tellers and we convey our stories and messages through our individual style. Paula believes with her type a person, before even reading the text, the words has a sprint, a voice and is able to invoke an emotion within you. I also found Paula’s idea process interesting. She comes up with most her ideas while just doodling in the back seat of a cab. She believes your mind must be in a state of play to design. Let your subconscious take over.

Paula Scher is currently the principal at Pentagram Design in New York. One of her many roles consist of persuading clients. She does not find designing the logos is the hardest part but getting people to use it. Clients wants prove that the logo or idea is going to work but they is no prove. It is all up to how the audience perceives the idea or logo. The goal of a designer is to sell our ideas.