Paula Scher is a worldwide known designer and artist. She has years and years of experience and that is what lets her confidently design by instinct. At the same time, because she is so famous and well regarded I think clients are less inclined to go through infinite rounds of revisions and are more likely to trust her design proposals. I feel that if I were to propose designs that are out of the ordinary and that break rules, it won’t be as easy for it to be accepted because I don’t have years of experience and the client might not trust me. I’ve also had experiences with some older professors who I felt did not respond well to certain design proposals because they deemed them not normal and rule-following enough. Being at the beginning of my career I also can’t just do whatever I want and hope they like it, and if not onto the next one.
One thing I found to be contradicting from Paula Scher was how in one video she despises computers and can’t use them and can only send emails, and in the other, she talks about how she used Photoshop to render the designs for the underpass in Pittsburg. I don’t know if one video was older than the other and she eventually learned to use a computer or if one of her staff did the rendering, or if she just wanted to sound important and wise. I felt that it was stupidly arrogant. She can be arrogant all she wants because of her success, but you are going to be left behind if you don’t learn to use the computer. It is true that designers of today might miss the experience that comes from working manually, but computers are powerful tools that get jobs done much faster and easier. There is no point in dueling over the past when the present is digital and the world is going forward.
I really enjoyed looking at and hearing about the stories behind some of her works. She says that as designers we should not limit ourselves to one type of work or client, and that we should not sit around waiting for the phone to ring. I agree with her on both points. As designers we should diversify our works and clients in order to grow and expand our design skills and style. If we are not busy with client work, we should take that time to learn new skills or work on personal projects to develop our design capabilities. As designers we should be able to deliver a diversity of works from a diverse clientele. If we can only do one type of work, it is going to be hard to get hired because not all clients want the same style over and over.
When starting a logo design, the first thing a designer looks at is the name of the company and the sector they operate in. Depending on what the product is about, the designer can design a logo that figuratively represents the product. When the name of the product does not represent a tangible object, designers might need to go more abstract and use elements that suggest what the company’s sector is. Other times, the client has a clear idea of what they have in mind and might request certain elements in a logo. The logo does not always clearly show what the company is about and there might be a name for a subtitle to better explain the logo. For a restaurant, often times the restaurant name does not tell the customer what food they serve. The restaurant might include the cuisine in their name or subtitle to tell the customers what the kind of food they serve.