Eva Machauf | COMD 3501 OL26 | Fall 2020

Author: Matthew Rivera (Page 1 of 2)

Paul Rand Discussion

When I first started learning about the world of graphic design I remember faintly  hearing about Paul Rand and not knowing much about him but as time went on and especially  after reading this article and watching the videos I can see why he is so highly regarded and I honestly love his thought and design process and way of handling things.  I like the way how he took the way of designing as solving a problem and by solving it in a simple way but in a way that it became timeless and basically became the image of the company and  catch your attention with a certain amount of surprise, as said in the video. It still baffles me that it took ten years to perfect the IBM logo. His design process and approach is rather different from Paula Scher’s process due to the fact that Paula Scher is able to get it on the dot and capture everything  within a logo in a matter of minutes. Nonetheless It is a well known fact that both of them are masters of their craft and regardless of their approach, it does take a huge amount of time and dedication and years of practice to get to that level of mastery and they have always managed to pull through and shine.

Paula Scher: Do What You’ve Never Done Before

After watching this video, there is a lot of great and useful information to use and absorb in regards to being a graphic designer. You definitely have to branch out , because that’s one of the ways you’ll grow as a designer, and when you’re developing or redesigning an identity for something or someone, everything needs to be cohesive and go with each other. Paula Scher shows how this is done when she talks about her working at the MoMA and how they were not functioning as one brand and with the introduction of one template, everything looked cohesive regardless of the design that was presented, and that sometimes people fail at communicating things. Also, I learned that when you’re designing something , you never know if it’s going to become iconic. Take the example when she’s talking about the highline, when she was iffy about taking the job because at the time it was just an abandoned railroad. It only took an hour of studio time to come up with everything and now it’s iconic and pretty much a landmark.  It’s insane and pretty cool and inspirational at the same time.

Paula Scher :Artist series

I do remember learning about Paula Scher in a class in which I had last semester and the hand drawn Music posters she did and I thought they were really fascinatingas well as her maps.After watching this video, it still shocks me that it took her minutes  to design the citi bank logo, on a napkin nonetheless and this logo is seen all around in regards to advertising, commercials, the banks itself, and the citi bikes and  with 34 yrs of experience she’s able to capture the essence of a brand in one or two tries.I also like the advice her professor gave her in regards to illustrating with typography and making it pop out and sometimes it doesn’t feel right when typing it on a computer which I totally get. Nonetheless she a visionary , innovator and a legend in the field of graphic design


My name is Matthew, if you want I go by the nickname “Matt”. This is my fourth year in this school, my major is communication design and I want to be a graphic designer. I enjoy doing page layouts, business cards, logos, and I want to get better at illustrating. My hopes for this class is that I will begin to grow as a graphic designer and develop more skills in the future.

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