“Paula Scher: Do What You’ve Never Done Before” – Response

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.