Eva Machauf | COMD 3501 OL26 | Fall 2020

Author: Mariolys Rosa

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

Sometimes you have to ignore the brief, Paula Scher, the famous artist, and designer, says, Scher takes us on four innovative ventures behind the scenes, from renovating the MoMA logo to the Highline park design, She speaks about how it pays to continue working and raise questions, reach uncharted territories, and experience something you’ve never done before. It’s amazing how New York City really turns something so unexpected like the high line park itself into a landmark. The High Line is an elevated freight rail line that was turned into a public park on the West Side of Manhattan. She created a simple, iconic, and easily identifiable symbol for the neighborhood that eventually became the logo for the park itself.

Paula Scher

In my freshman year of college, I came to admire the work of Paula Scher. I assume she is one of the most popular graphic designers in the world. Scher straddles the line between pop culture in her fiction and fine art. To all woman graphic designers, she is a voice that is no longer a company for men.

Perhaps that’s the story behind the famous logo of Citi Bank. Finishing in just five minutes on a napkin, selling it for $1.5 million. That’s what I love about her unbelievable creativity and vision, Paula Scher.