Netdiver Mag #ISSN 1911-866X

/ What's new in the design digital culture

Paula Scher *

She is not a refiner. She operates on instincts; she gets it the first time or second or never.

She thinks clients like to buy process (time) and are afraid if you get it instantly!

She was told to illustrate with type.

She felt her hands had been cut off when the puter came around.

She thrives for this moment when she knows she has nailed it and lives for it!

Meet Paula Scher from Pentagram.

_______

Her design approach seems to be to stamp as many – and as much big BIG typography as possible.

Her knack at putting odds + odds = eccentric intrinsically beautifully balanced projects.

Her best work are letter driven – not picture driven. But her choice of visuals with off-center cropping and / or duotoning and / or monolithic subjects complete her expansive typography – perfectly.

Visual osmosis. Virtuosity.

_______

Guess it’s easy to understand why one of her books is titled: Make it Bigger! A journey into her three decades of design.

Must read!

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