Eva Machauf | COMD 3501 OL26 | Fall 2020

Author: Yaowen Li

Paula Scher

Paula Scher loves the history of art and design, classics, popular iconography, literature, music and film, as well as the city where she lives, New York, which makes the images or elements in her works often come from the cultural life in New York.
For a LOGO to become a true symbol, it takes time and the continuous presentation of various perceptions of the brand to be formed. You should not judge the pros and cons of a logo separately from the actual environment, because a logo needs a period of time in the market to establish its own image, just like a magazine needs a year or more to establish its own personality.

Paula Scher

Paula Scher is a great designer and she uses very simple elements to achieve great results.In particular, the Citi Bank logo is very simple but amazing.She is good at drawing by hand, directly pointing out the characteristics and themes of the brand, and then drawing a good finished product.She has a classic quote: “It took me a few seconds to draw it, but it took me 34 years to learn to draw it in a few seconds.”


Hi, My name is Yaowen Li. I was not born in US, and I came to New York 7 years ago from China. English is not my first language and I’ll will keep catching up. This is my fourth years in CityTech.  My major is Communication Design and focus on Motion Design. Every time I watch movie, like famous director James Cameron or Christopher Nolan’s movie. I always focus on how they make or do the editing. And I’d like to shoot my own video too. That’s why I’m in the Motion Design major.