PAULA
PAULA SCHER
phanguyen
Paula Scher
ABOUT 06 IMPORTANT YEARS & EXTRA 08 WORKS10 RESOURCES 24
Paula
Scher
In the born 1948 in Washington D.C She is an American for the Oct 6th
1
graphic d esigner Sh
and artist. b e her Kopp e
ers v o c m u b l ed a n g i s e d e h nto i g n 1970s s i v o m efore b , s d r S Reco
CB art
directionfor magazines.
studied at the
he worked at Time Inc.
. r e h c S el &
A BF
Tyler School of Arts f o r e working on r own design firm at & rein Philadelphia and received her c
eived her Doctor o in 1970. sa from th f Fine Art s Honoris e CORCO CauRAN COL AND DES LE
Scher is currently doing
p entity rincip
IGN.
Id
design, pack aging
design,
GE OF AR
Since 1991, Scher is the
le of th
e Pen
T
tagram publicationde AS A
DESI
GN C
ONSU
sign,
and
LTAN CY
environmental graphics.
IMPORTANT YEARS & EXTRA. 1984 Co-founded Koppel & Scher 1991 Partner at Pentagram 1998 Art Directors Club Hall of Fame 1998-2000 President of AIGA’s NY chapter 2000 Chystler Award for Innovation in Design 2001 AIGA Medal (recognition of her achievement and contributions to the field of design) 2002 Make It Bigger published
TEACH:
School of Visual Arts, the Cooper Union, Yale University and the Tyler School of Art. ART:
Museum of Modern Art and the Cooper-Hewitt National Design Museum, New York; the Library of Congress, Washington, D.C.; the Museum für Gestaltung Zürich; the Denver Art Museum; the Bibliothèque nationale de France and the Centre Georges Pompidou, Paris.
MAKE IT BIGGER, Paula Scher
(Autobiographical; Experiences of Work; Inspiration and Craft)
PENTAGRAM, NYC
AIGA MEDAL
CBS/ ATLANTIC RECORDS 1974 -1983
In 1972, Scher began her career as art director for CBS and Atlantic Records in New York City. She designed approximately 150 album covers a year, and produced innumerable ads and posters. She collaborated with illustrators and photographers to interpret music in suggestive, poetic ways—because she desires that mood or a stage like scenario to describe the bands or performers.
(Right) Best Of Jazz Poster (1979)
(Left)(Album) Eric Gale - Ginseng Woman (1976) Design: Paula Scher Illustration: David Wilcox
(Right)(Album) Boston Boston (1976) Design: Paula Scher Illustration: Roger Huyssen
A compilation of works by thirty jazz artists. Designed on Kraft paper from an industrial roll, with cut out names of artists from album covers that were already produced. At the time they looked radical (collage & type at tangents)(CBS) but it became very popular as time went by.
KOPPEL & SCHER 1984 -1991
Scher left CBS Records in 1982. She formed the studio Koppel & Scher with a friend in 1984, This experience gave her the pressure of working by herself and also being challenged of having and keeping her own clients. With much success the two would work in their design agency for 6 years. Oola Candy Store, 1986 Scher designed an identity and some packaging for a Swedish chain of candy stores in the East Coast. Paula didn't think of it as branding, but designing an entertaining environment. It was originally called Sweetwave, but Scher came up with OOLA. She choose the color palette and designated interior and exterior signage.
Beautiful Faces/Dingbate, 1986
Promotion for Champion Papers for Carnival paper line. Scher attacked this project very well that it became the most requested promotional piece in Champion’s history. It is a collection of Victorian, art nouveau, art deco, streamline, etc. typefaces. It gave the design community access to a reproducible type portfolio for free and had the greatest individual impact Scher would make on the design style of the times.
BRANDING & IDENTITY CITI, 1998
Traveler’s Group and Citicorp merged. Traveler’s had a red umbrella for a logo and Citigroup’s logo had italic type with a dingbat at the end of it called “the compass rose”. Another feature was a blue band. Scher designed their new logo.
Her graphic identities for CitiBank and Tiffany & Co. have become case studies for the contemporary regeneration of classic American brands.
AIGA
Painting AIGA, 1990. Scher did not use any expenses, so she hand painted and did everything instead of hiring other artist in order to keep the $1000. Scher began to get ideas for her next project, MAPS.
PENTAGRAM New York, NY 1991 - PRESENT
In 1994, gave a new landmark identity and promotional graphics for
The Public Theatre
fused high and low into a wholly
new symbology for
Bring In 'Da Noise, Bring In 'Da Funk Final Season, 1997
cultural institutions.
In 1991, Scher became a partner in the New York office of Pentagram. It has a very excellent environment that helped Scher in many ways: it forces her to stay on top of her game; it brought Scher to a new leverl of visibility of the cultural and economic world, and also new powerful ways to approach identity and branding.
LANGU
AGE
Scher created the GRAPHIC
street typographyand GrAffiTi -like
that reflected
juxtaposition
to make it m ore appeal to a mo re diverse crowd.
MAPS
Early 1990s, Paula Scher began painting maps of the world by hand. The canvases were as tall as twelve feet, and the larger it gets the more expressive it became. The beautiful image and type take shape of our world depicted the continents, countries, and cities swirling in a whirlpool of information and undulating with colorful layers of hand-painted lines, place-names, and provocative cultural commentary. These paintings would take up to six incredibly laborious and obsessive months to finished, but she does it anyway.
Above: “The World� 1998 - Acrylic Manhatten, 2007.
c - 56.5x77
Antarctica
"I began painting maps to invent my own complicated narrative about the way I see and feel about the wold. I wanted to list what I know about a place from memory, from impressions, from media, and from general information overload. They are paintings of distortion." - Paula Scher
2000 - 2001
OTHER WORKS
Environmental Graphic Designs In 2000, Paula Scher created an interior design for the New Jersey Performing Arts Center. It received a fund to convert an old school building (1940’s) into a high school for the performing arts. The building was depressing, and there wasn’t a large budget for anything other than painting. Scher used the nooks, crannies, and turrets of the castle-like structure to display the typography. There are words running along the walls; tubes and balconies reflecting with vast letters that gives a joyfully effect to represent the shows performance in the building. Her work re-imagined the urban landscape as a dynamic environment of dimensional graphic design.
New Jersey Performing Arts Center
2010 ACHIEVE- First Endeavor MENT Middle School
(Clinton Hill, Brooklyn)
5th-8thgra d
es
PA UL A SC H ER
has created a program of environmental graphic that helps school interiors to become a better learning env iron men t.
SHE ENLARGED THE CONCEPTS INTO SUPER-GRAPHICS AND CREATED VIBRANT FONT OF SPACE WITH BOLD TYPOGRAPHYThe graphics ap-
ROCKWELLAN DCOLORS.
pear in the hallways and quotations
R U N N I N G A R O U N D T H E WA L L O F G Y M N A S I U M A N D S TA I R C A S E W H I C H E N C O U R A G I N G S T U D E N T TO D O B E T T E R A N D C R E AT E A U N I Q U E E N V I R O N M E N T O F T H E I R O W N .
2008
New York City Ballet Paula Scher collaborate with other designers
to linked the company’s legacy and location together to a modern and dramatic new aesthetic
and also to creates an identity and promotional campaign for
, t e ll a B y it C k r Yo the Neww hich
is one of the larg est and most prominent danc e company in th e world.
MURALS FOR
QUEENS
Scher was commissioned by the
NYC Department of Education for the Queens Metropolitan High School and Middle School. The painting depicts
It was first painted on an 8 ft. tall canvas then enlarged it onto 100 panels that would covered up approximately 2,430 square ft. of the hall.
2 010
the New York metropolitan region with a focus on QUE
ENS
CAMPUS
M E T R O P O L I TA N
Paula Scher, (2005). Make it bigger. New York, NY: Princeton Architectural Press. “Paula Scher.” RUDE1314 on (June 4, 2010.) Paula Scher. Blog. http://www. portfolios.net/profiles/blogs/paula-scher#ixzz3VXIPeHtF “Paula Scher.” N.d. http://paulastribute.weebly.com/index.html New Work: New York City Ballet. Identities, New York, Paula Scher, Recent Work, (01/03/2008), Permalink. http://new.pentagram.com/2008/01/paulascher-designs-new-identi/
ES
C
R
U
O
ES
New Work: Achievement First Endeavor Middle School. New York, Paula Scher, Recent Work, Signage, Typography, (03/23/2010), Permalink. http://new.pentagram.com/2010/03/newwork-achievement-first-end/ New Work: Queens Metropolitan Campus. New York, Paula Scher, Recent Work, Signage, Typography, (09/13/2010), Permalink. http://new.pentagram.com/2010/09/paula-scher-metropolitan-campu/ Rachel Jorgensen. (November 11, 2014), Paula Scher. http://markmcleod.org/wp_clevelandstateart/tag/paula-scher/ AIGA. Paula Scher. http://www.aiga.org/medalist-paulascher/ Pentagram. Paula Scher. http://www.pentagram.com/partners/#/19/
because
if you don’t have any understanding of the world you live in
AND THE CULTURE YOU LIVE IN, to g oin g ot n e u’r o y
express anything to anybody else.
“
“
BE CULTURALLY LIBERATE
PAULA SCHER
CHE