Paula Scher’s video was really interesting and inspiring for me: The process of understanding and analyzing is fascinating. In this video she shares many of her creative processes such as: The Jazz logo at the Lincoln Center, Funk posters all over New York City and the Citibank logo.

The Jazz logo that she designed represents this musical genre. She uses the concept of syncopation.  For me this logo represents jazz.

I can say: I did not know until I saw this video that she was the designer of the Citibank logo. She designed it on a napkin and it took her only a minute at the first meeting. it’s great!

Practically, It only takes a minute for her to design (sketch). She has been doing it for 34 years and it is how her head works. That is what is fascinating: Her vision and creativity.

Finally, something to keep in mind. She says:  “The computer makes me feel like I don’t have hands because I don’t design directly, everything is digital. It doesn’t smell like art supplies, it just smells like a car. “

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