Paula Scher: Insider Advice From the Trailblazing Designer

The rock star of visual identity gives us her unique insight into the world of branding and design

Paula Scher is no stranger to success. The designer, artist, and teacher, is the creative genius behind the visual identities of some of the most important brands in the world, with an enviable client list that includes Coca-Cola, Tiffany & Co, Microsoft, the New York City Ballet, and the Museum of Modern Art.

In this episode of Domestika Maestros, we discover the challenges she has faced in the industry, the defining moments of her career, and a few insider tips for aspiring creatives.

A man’s world?

One of the many things that makes Scher’s career so impressive is that she found success at a time when branding and design was still very much a male-dominated sector, and it was almost unheard of for a woman to occupy a leading role. Luckily, she was able to find female inspiration by looking further afield, particularly to fashion publications. “I realized a woman could have a head job, she didn’t always have to be an assistant”, says Scher, of the female art directors and editors who inspired her at the time. In 1991, she took on the role of Principal at Pentagram, the world’s largest independent design consultancy, making her the first ever woman to do so. “Joining Pentagram equalized me”, she muses, “so that the idea of a woman handling a major corporate account seemed less bizarre”.

“Terrified of type"

Scher’s first experience with type was not a positive one. She describes her frustrations studying on the Graphic Design program at the Tyler School of Art and Architecture, where she felt that the approach was “like keeping your room neat, organization was the whole goal of the project”. It wasn’t until her teacher Stanislav Zagorski gave her a few words of advice that she really started to understand the full potential of typography. He encouraged her to illustrate with type, allowing her to see that typography had form and could be expressive, rather than merely functional.

A theatrical icon

The Public Theater, one of the first not-for-profit theaters in the United States, holds a special place in Scher’s heart. It was there that she learned what branding was really about, as well as experiencing her first taste of environmental graphic design, working alongside architects to design prominent spaces such as the theater lobby. In 1995, she was charged with creating the posters for Savion Glover’s musical “Bring in 'Da Noise, Bring in 'Da Funk”, displaying wood typefaces in block capitals, a defining feature of the Public Theater's visual identity. The style became so popular that soon, everybody was copying it.

Paula Scher’s tips for working in design and brand identity:

Prep your client

Re-designing a corporation's identity will often come as a shock to a client, who is used to seeing their brand represented in a certain way. They may even react negatively to your proposals at first. People are naturally comfortable with the familiar, and any deviation, even if it is for the better, will take some getting used to. Scher’s advice is to anticipate this reaction and prepare your client in advance, so that they are more open to seeing something new and different. Luckily, she also believes that people today are much quicker at coming around to new ideas than they used to be.

See through another’s eyes

One of the great things about teaching for Scher was the opportunity to put herself in her students’ shoes. Having to see things from their perspective meant she was often challenged to explain things differently, in a way that they would understand, which made her a better communicator as a result. She was then able to apply these same skills when dealing with her clients.

Make it count

When asked about starting out in the industry, Scher has one key piece of advice: make your first job count. It may not feel like a defining moment of your career, but where you start out matters. “Make sure your first job is with somebody who you respect, where you like their work and you can learn from them” says Scher. Like any worthwhile pursuit, perfecting your skills takes time and effort, and there’s always the risk of picking up bad habits or getting stuck working on projects that have no real value. Lastly, while it may sound tempting, don’t take a job just for the money! Your priority is to look for opportunities to learn and grow as a professional.

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