PAULA SCHER

Paula Scher (https://pentagram-production.imgix.net/b98dac18-7131-490e-ae30-486df1abf571/paula_scher_1500x1500.jpg?rect=0%2C0%2C1500%2C1500&w=400&h=400&fit=crop&fm=jpg&q=70&auto=format)

Paula Scher, first female principal at Pentagram, which she joined in 1991, has been considered for the past four decades one of the leading faces of current graphic design. Her work sits balanced on the line between pop culture and fine art. She is known for the iconic, smart and accessible imagery that she produces.

Her career as an art director started in the 1970s early 80s, but I will be focusing on her time spent working at Pentagram, beginning in 1991. First I think it is necessary to add some information about Pentagram and what they do.

Founded in 1972, Pentagram is a design firm. Alan Fletcher, Theo Crosby, Colin Forbes, Kenneth Grange, and Mervyn Kurlansky were its founders at Needham Road, Notting Hill, London. The company has offices located at London, New York City, San Francisco, Berlin and Austin, Texas. This firm was created with the idea of different types of designers collaborating under an independently owned firm as equals.

Citibank original sketch (https://i.pinimg.com/736x/26/df/fc/26dffc2234cfc75c2e26d23e1093f78c--paula-scher-design-logo.jpg)

This equality, along with the tradition of periodically inviting new members to join, renews the firm while giving even the newest members an equal footing with the partners of long standing.

(https://2paragraphs.com/wp-content/uploads/2012/07/scher-map.jpg)

Pentagram does work in graphic design, identity, architecture, interiors and products. They have designed packaging and products for many well known companies, such as Tesco, Boots, Swatch, Tiffany & Co., Dell, MasterCard, Nike and Timex. They have also developed identities for Citibank, United Airlines, and The Co-operative brand in the UK.

Among the many projects Pentagram has worked on Scher has developed identity and branding systems, promotional materials, environmental graphics, packaging and publication designs for a broad range of clients that include Bloomberg, Microsoft, Coca-Cola, Shake Shack, the New York City Ballet, the New York Philharmonic, the United States Holocaust Memorial Museum, the Philadelphia Museum of Art and many more.

Of the many projects Scher worked on I would like to focus on the creation of a new logo for Windows 8. The logo is a reimagination of the four-colour old one with a more minimalist and modern feel to it. Early in the development process, Scher asked Microsoft:

“Your name is Windows. Why are you a flag?”
Windows 8 Logo (https://i.pinimg.com/originals/2e/7e/5f/2e7e5f2ae76008a2c9a7d1d2234bb51e.jpg)

The focus on the analogy of perspective is because the idea behind Microsoft products is that they are tools for individuals to achieve their goals from their own perspective.The logo design is neutral to show that it can work in many situations, and for any user.

“Our final goal was for the new logo to be humble, yet confident. Welcoming you in with a slight tilt in perspective and when you change your color, the logo changes to reflect you. It is a ‘Personal’ Computer after all.”
 — Sam Moreau, Design and Research Director at Microsoft
Windows 8 Final Logo (https://assets.fastcompany.com/image/upload/w_596,c_limit,q_auto:best,f_auto,fl_lossy/fc/inline-2-windows-8-logo-pgram.jpg)

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