Paula Scher

Paula Scher has been deemed one of the most influential graphic designers in the world. Described as a “master conjurer of the instantly familiar,” she works with pop culture, typography, and fine art. She was the first female principal at Pentagram, a famous design firm.

I chose her because I wanted to look at different and interesting approaches to typography, and more specifically, a woman working in the field. I found her book of maps particularly interesting and visually stimulating (shown below).

I think the use of white space, juxtaposed with the very busy map of the USA, works remarkably well.

Here is another example of her work, not in the map series, but in a book titled: **Make It Bigger**

She teaches at the School of Visual Arts in New York City and has won over 300 awards from international design associations as well as a series of prizes from the American Institute of Graphic Design (AIGA), The Type Directors Club (NY), New York Art Directors Club and the Package Design Council.

She was also the first to designer to create an identity and familiar look for New York public theater, creating posters with energy and new uses of typography. Her goal was to promote attendance and awareness at the Public Theater, as well as bring in diverse groups of people. One of her posters is shown above.