In the “Paula Scher: Do What You’ve Never Done Before” video, Paula Scher walks the viewer through four different design projects she was commissioned to do. Scher explains these design projects had a life of their own as they felt very “accidental”. These projects were all experimental and odd such as making a logo for an abandoned railway or creating a logo for a section of town. Through Scher’s explanation, the viewer can see her confidence and the risks she takes to achieve her successful campaigns. These projects had a life of their own because they were more than her designs, they were systems and structures that needed to be fixed and agreed briefs that must be changed. I believe Scher wanted to reveal design is more than creating a logo and more than the designer but a series of unforeseen events that make it happen.
Print this pageABOUT THIS COURSE
Students explore the role of professional designer as they are challenged to create an appropriate, unified, multi-part presentation showcasing multiple applications and the design thinking behind an identity program.
Thursday, 2:30 – 5:50 PM
on Zoom
4 class hours, 3 credits
Class web site: sites.google.com/view/comd3501fall
Prof. Eva Machauf emachauf@citytech.cuny.edu( Please put “comd3501’
in the subject line)
Recent Comments
- Eva Machauf on Snug Harbor Final Ads
- Eva Machauf on MOG final ad campaign
- Eva Machauf on Dia Beacon Ad Campaign
- Matthew Rivera on Paula Scher_Do What You’ve Never Done Before
- Matthew Rivera on Paul Rand
I agree with your response that risk taking is important when i came to paula and her design choices in the multiple projects she worked on in the video nad that definetly played a role in her campigns and push her in new directions she wounldnt have expected.