Assignment

3 Part 1
Kawther Alsaffar - 201201868
WMB7005 Georgina Jennsen

B a h r a i n P o l y t e c h n i c

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Table of Contents
Biography ............................................................................................................................... 3
Portfolio Samples ................................................................................................................... 4
Logo Design ...................................................................................................................................... 4
Posters ............................................................................................................................................. 5
Advertising Campaigns ..................................................................................................................... 7
Book Covers ..................................................................................................................................... 8
Physical Space and Environmental Designs ....................................................................................... 9
Maps .............................................................................................................................................. 10
Inspiration ............................................................................................................................ 11
Design Principles (and how the designer applies them) ........................................................ 13
Typography .................................................................................................................................... 13
Gestalt Principles ........................................................................................................................... 14
Colors ............................................................................................................................................. 15
Line ................................................................................................................................................ 17
Shape ............................................................................................................................................. 17
Space ............................................................................................................................................. 18
Movement ..................................................................................................................................... 18
Pattern ........................................................................................................................................... 19
Contrast ......................................................................................................................................... 19
Balance .......................................................................................................................................... 19
Webpage design text ............................................................................................................ 21
References ........................................................................................................................... 22

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Paula Scher

Paula Scher, Photo taken by Jens Umbac, no date. (Umbac)

Biography
Paula Scher was born in Washington, D.C. in 1948 (AIGA). She studied illustration in Tylers
School of Art, where she got her bachelors degree in 1970 (Lupton). Two years later, she
worked in the record industry, when she made many album covers, advertisements and posters
for CBS Records in New York. Around that time, she also married the well-known designer
Seymour Chwast, who had an influenced her design style, which will be explained in more
detailed below. Twelve years later, in 1984, she opened a studio with Terry Koppel, where she
worked for herself, and did not get many big clients. This changed when she became a principal
at the Pentagram office in New York in 1991, where she was the only female, and got big
clients that helped increasing her visibility. This allowed her to develop her identity and skills as
a designer, and she was able to take her designs to the next level and make them more bold
and across a variety of different media platforms (Lupton). She is now one of the protagonists
of graphic design, and is known for her unique design style that inspires many people including
young designers and students.

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Portfolio Samples
Paulas designs are very unique, and they vary in mediums. Here are examples of different
designs on different mediums, from logo designs, posters, advertising campaigns and book
covers to physical spaces. She is also known with her oversized paintings of maps illustrated
with typography.

Logo Design
Paula has done logo designs as part of some branding projects for well-known clients. Below
are some examples of her logo designs, as well as the type and style of each logo.
1. Logo type: Combination Marks, Symbol Style: Metaphors.

Image 1: Citi Bank Logo, designed by Paula Scher, 1998. (Scher, 1998).

Image 2: Windows 8 Logo, designed by Paula Scher, 2012. (Scher, 2012).



2. Logo type: Wordmark, Symbol Style: Metaphors.

Image 3: The Public Theater Logo, designed by Paula Scher, 1994. (Scher, 1994).

Image 4: The Metropolitan Opera Logo, designed by Paula Scher, 2006. (Scher, 2006).

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Posters
Below are some posters designed by Paula Scher for the Public Theater.

Image 5: Noise Funk Posters, designed by Paula Scher, 1995. (Scher, 1995).

Image 6: The Diva is Dismissed Poster, designed by Paula Scher, 1994. (Scher, 1994).

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Image 7: Him Poster, designed by Paula Scher, 1994. (Scher, 1994).

Images 8 & 9: Shakespeare in the Park Posters , designed by Paula Scher, 2008. (Scher, 2008).

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Advertising Campaigns
Here are some designs for an advertising campaign by Paula to the Public Theater.

Image 10: 2014 Public Theater ad campaign , designed by Paula Scher, 2014. (Scher, 2014).

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Book Covers
Below is an example of a book cover designed by Paula Scher, for her MAPS book, which
includes pictures of all her map paintings.

Image 11 & 12: MAPS book cover , designed by Paula Scher, published by Princeton Architectural Press, 2011. (Scher, 2011).

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Physical Space and Environmental Designs

Below are some examples designed by Paula Scher.

Image 13: New Jersey Performing Arts Center Enviromental Graphics , designed by Paula Scher, 2001. (Scher, 2001).

Image 14: The Duke Theater Interior Graphics , designed by Paula Scher, 2000. (Scher, 2000).

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Maps
Scher has a passion of making over-sized maps that ignore the right position of each place, but
focus on creating a beautiful complex map using typography. Here is an example.

Image 15: World Trade Map Painting, designed and painted by Paula Scher, 2010. (Scher, 2010).

Image 16: Metropolitan Avenue Map Painting Installment at Queens Metropolitan Campus, designed and painted by Paula
Scher, 2010. (Scher, 2010).

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Inspiration
According to different sources, are several things that inspire Paula Scher as she stated herself
either in an interviews or videos. Below is a list that sums it all up.
1. Great design is serious, not solemn
This quote by Paula is mentioned a lot in her video for TED talks, as she says that most
clients and people accept perfect and familiar design which is solemn, as it seems more
correct and right to them. However, she believes in the type of design that comes from
rebellion, playfulness and taking risks, and she calls that serious design that people do
not usually expect or accept (TED talks, 2008).

Synthesis: I think this idea is reflected in Paulas work, as a lot of her work is not
something an average person sees or imagines everyday, and that is one of the reasons
it amazes them, and make them go WOW, because she took a risk of experimenting
and creating something new and modern. That is why she states in an interview with
The Great Discontent and in the TED talks video as well, that people started calling her a
postmodernist (The Great Discontent, 2013). I also think that because her work is so
new, fresh and modern, people remember it over time. An example of that would be
the New Jersey Performing Arts Centers exterior graphics designed by Paula using
typography (see image 5), which is an unusual and fantastic thing to see a building with
typography all over it.

2. The desire to create something great
Scher states in an interview with Pash that was published in his book Inspirability, that
every designer has the desire to make and create something great. This is one of the
things that motivate and inspire her, as it pushes her to create fantastic work that wows
people, and gets them excited just as much as she got excited in the process of making
this work (Pashkow, 2005).

Synthesis: After reading this part of the interview, I realized that this might be the
reason why Paula creates bigger and greater artworks after each great artwork. She
moved from album covers and posters to physical space designs to extraordinary
oversized and complex maps painted from typography. This can be seen through the
dates of the portfolio samples included above, as it shows that most of her recent works
were the map paintings. Also, this explains the title of Paulas book Make It Bigger,
where she displays her most revolutionary and inventive works, and talks about her
experience and thoughts on these works in order to guide young graphic designers in
the industry and inspire them (Scher, 2002). Moreover, in Pashs book, Paula mentioned

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that one of the most inspiring statements she heard was You are only as good as your
last job (Pashkow, 2005). I think that this is also something that inspires her to keep
pushing the envelope and have a desire to produce something even more beautiful and
extraordinary each time.

3. Illustrate with type
Paula was asked in an interview about the best advice she has ever been given, and her
answer was illustrate with type from Stanislaw Zagorski, a professor at her college
(Butler, 2013).

Synthesis: Paula also said in another interview that she wanted to become a painter, but
she did not have enough drawing skills to do that (The Great Discontent, 2013). So,
based on the research I have done regarding her artworks, she uses typography to
illustrate and draw, and make interesting shapes. An extraordinary example would be
her painting of the world trade map (see image 15), which amazing for someone who
states that they do not have enough drawing skills. This proves that you do not need to
be able to draw that well in order to become a graphic designer. All you need to have, is
good inspiration and a unique idea, and you will be able to create a great artwork.

4. New York City
New York City is another source of inspiration for Paula as she states in her interview
with Pash (Pashkow, 2005).

Synthesis: This is reflected in Paulas work, as she has shown an urban style in a lot of
work, which is a style that fits New York City. An example of that would be the
advertising campaign she designed for The Public Theater (see image 10), which is
located in New York as well. I also think that some of her work has some characteristics
that are very similar to New York City. For example, the typography style in the Noise
Funk posters she designed (see image 5), is crowded and busy just like New York City.
This inspiration is also reflected in some of her environmental graphics for physical
spaces. For example, the Duke Theater interior graphics (see image 14). For this
particular project, Paula purposely put the studio numbers on the floor, because New
Yorkers look at their feet when they walk as she states in her TED talks video (TED talks,
2008). This clearly shows how much paula is inspired by New York City, and how it is
reflected in her artworks.

5. Movies, especially old ones
Paula also mentioned that she has great passion for movies, especially old ones in her

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interview with Pash (Pashkow, 2005), and that it is another source of inspiration for her.

Synthesis: I think that this inspiration is also reflected in some of Paulas work, like the
Diva is Dismissed and the Him posters she designed (see images 6 and 7). I think that
they have a retro style that reminds you of old movies, which is shown in the hairstyles
of the people in the poster. Despite that, it still gives off a modern feeling due to the
colors, which will be explained in further detail below.


General Synthesis: After learning what inspires Paula Scher, it gave me some ideas for
the design of the webpage, which is part 2 of this assignment in order to reflect her
style. It should not be formal or very polished or perfected, as it would be solemn not
serious. In order to make it serious, it needs to have some sort of risk that is not very
familiar or usual for people, so I will try doing that. Also, it needs to have some sort of
illustration or shapes or movement using typography, like Paula does in her designs.
Moreover, I will either make it in an urban or retro style, as it can be either inspired
from New York or old movies. I think colors will be a huge factor in order to make that,
and it will be discussed more below.

Design Principles (and how the designer applies them)

Typography
Synthesis: Paula Scher built her identity by creating beautiful designs that heavily rely on
typography. She uses typography in a very creative way, which makes the design very unique. I
noticed that she chooses fonts very carefully, and arranges them on the canvas in a bold way
that is very modern and creative and unique. Below are some facts and things I have noticed
about her use of typography.
1. Using fonts with personality.
According to what she said in her TED talks video, she thinks that the Helvetica typeface
is a very solemn and boring typeface that has no personality and she has always hated
it, even though the majority of the designers were mostly using it (TED talks, 2008). This
is true as it is one of the neutral typefaces that is often combined with a unique-looking
font in order to make the design have just one certain personality and thus look better.
Instead she looked into other styles and art movements to inspire her, including Art
Nouveau and Art Deco (TED talks, 2008), which I think shows in her work especially Art
Deco, and she uses a variety of different fonts that she sometimes creates herself,
including serifs and sans serifs and other styles too. I think this gives her designs a very

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unique and distinct identity, that is very bold and it makes a statement. She once said,
Words have meaning. Type has spirit (Obrian, 2014). I think this explains why she
hates Helvetica, as it does not have much spirit and personality in it, unlike the fonts
that she usually uses or creates, which are filled with spirit and have a very unique
personality.

2. Playing with typography hierarchy and contrast to create a nice design.
Paula once mentioned in her TED talks video that she plays and experiments with
typography. I have noticed in her work, that she uses typography hierarchy and contrast
in her designs to create a nice effect. For example, she would use a slab serif font with a
sans serif, to create hierarchy or contrast. Another thing she does is playing with the
fonts size, weight and color to achieve the hierarchy and create an interesting shape.
For example, I noticed that she mostly uses a bold font for the main display texts, and
gives it a bigger size than the body text, or adjust the sizes accordingly in order to create
a certain shape. Moreover, she experiments with the texts position and orientation in
order to create a sense of movement or a dramatic effect in the design (see image 10).
Besides that, she mostly capitalizes the letters of the words in her designs, which gives
them a very bold personality and heavy look. That is why sometimes they can a little bit
heavy on the eyes and difficult to read, as capital letters are unusual to the eyes for
body text.

3. Illustrating with type and creating shapes with it.
As mentioned above, Paula Schers identity is a designer that illustrates with type. She
adjusts the texts size, weight, position or orientation to create dramatic and dynamic
shapes that guide the eye around the canvas, and give a sense of movement. These
shapes can vary from geometrical shapes like the ones in the Noise Funk poster (see
image 5), or they can even be shapes based on real things like the maps paintings (see
image 15).

Gestalt Principles
Synthesis: Paula Scher uses Gestalt Principles effectively, as she applies some of them in her
work and it creates a very visually appealing effect. Below are some of the Gestalt principles
that Paula has used in some of her artworks.
1. Closure: Paula uses closure in some of her artworks like the Him poster (see image 7),
where the eye completes the empty space and recognizes that this is actually a face of a
man. Also, in the MAPS book cover in the word MAPS itself, a little bit of closure has
been used in some letters, however, we see it as a whole letter that we recognize, like

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the letter M for example. Another example would be the world trade map painting, as
the lines are actually typography, and thus they are not really closed, and it has many
spaces. However, we see it as a whole by perceiving it as a map, which is actually an
optical illusion in a way.

2. Continuation: Scher uses a lot of continuation in her work, as she leads the eye along
certain paths. The most clear examples of that would be some posters in the advertising
campaign that she designed for the Public Theater (see image 10), as the text is
organized in a way that continues in a certain direction and path, and the eye follows it.

3. Proximity: It is the most used Gestalt principle by Paula, as she groups texts and
typography next to each other, to create a shape. Even if they are 2 different paragraphs
for example, like the ones in the Shakespeare in the park posters for instance (see
images 8 and 9), the two paragraphs as well as the graphic/picture is perceived as a
whole, and this creates a very nice effect.

Colors
Synthesis: Based on most of Paula Schers work that I saw, I put together a color palette that
includes the commonly used colors in her work.

Below is a color theory analysis on her commonly used palette.

1. Primary colors:
The first three colors of the palette consist of the three primary colors, which are red, yellow,
and blue. She often mixes those primary colors together in the design or uses one of them only,
and then uses one or 2 neutral colors to balance it out. An example of that would be the Noise
Funk posters (see image 5), where she used red and yellow in one of them, and red and blue in
the other, and she balanced both with black and white. The same technique can be seen in
other works as well like The Diva is Dismissed poster (see image 6), The Duke Theater interior
graphics (see image 14) and the advertising campaign for The Public Theater (see image 10)

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where she used only yellow with black and white.

I think that this technique is very nice, and gives off a modern and balanced feeling.

2. Tertiary colors:
The fourth color in the palette which is the lime green color, also called yellow-green, is a
tertiary color as it is mixed using the primary yellow and the secondary green.
Also, I think that the fifth color, which is magenta pink color, is a tertiary color as it is
considered a tone of the tertiary color magenta.
In some of her works, Paula uses those two colors together, as well as one or two neutral colors
for balance. An example of that would be the Him poster and the Shakespeare in the park
posters (see image 7, 8 and 9).
I think that this color combination is very nice, and it gives off a retro feel and a pop and fresh
mood at the same time.

3. Warm/Cool colors:
The palette consists of mostly warm colors as well as a cool color. Red and yellow are obviously
warm colors, while blue is a cool color. As for the lime-green and magenta-pink colors, I had to
do research to make sure whether they are cool or warm colors. According to an article by John
Paul Caponigro on color temperature, those two colors fall under the warm colors category
(Caponigro, 2011). Below is an image that shows that.

Image 17: The temperature of color, picture by John Paul Caponigro, 2011. (Caponigro, 2011).

4. Neutral colors:
The palette also consists of two neutral colors as mentioned above, and they are the last two

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colors that are white and black. Paula Scher uses those two neutral colors almost consistently,
to balance out the colors in the designs.

5. Saturation:
The color palette for Paula is generally high-saturated and this makes the colors look vibrant
and lively.

6. Brightness:
The colors are mostly bright too, except for blue and black, which are dark.

7. Mood:
Paula Schers color palette seems very lively, modern and vibrant. I think this adds to the
boldness of the design, and makes it strong. Also, the style is very Pop, which I think makes
the art very youthful, and full of life. In fact, Paula herself once said in an interview with Ellen
Lupton, that she considers herself a pop designer, and she would rather choose The Beatles
over Philip Glass, if she wants to sell a cover design for an album (Lupton). I think that this
explains her color choices, and how it seems lively and happy.

Line
Synthesis: Although not many lines are used in Paulas work, her way of using typography
makes the text look like lines and shapes. This can be clearly seen in The Diva is Dismissed
poster (see image 6), as we can see how the type is designed to look like lines or shapes coming
out of the womans mouth. Most of these types of lines are straight in Paulas designs,
however, she does use other types of lines in her designs as well. For example in the World
Trade map painting (see image 15), it is clearly shown how the typography lines are curvy and
wavy, which creates a sense of motion.
Paula has also used some actual lines in some of her designs as I have noticed, like the
Shakespeare in the park posters (see images 8 and 9), where we can see few wavy lines and
shapes.

Shape
Synthesis: As mentioned above, Paula uses typography to create shapes, that can either be
geometric like the ones in The Diva is Dismissed poster (see image 6), or free-form like the map
shapes in the World Trade map painting (see image 15). In some of her other works that I did
not include in this document, she also created few shapes like making a dress out of
typography.

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I think that this is very interesting, as it is a creative way of designing and creating shapes.

Space
Synthesis: Paula Scher uses space very wisely. For the shapes she creates using typography, she
only puts little spaces between them, as this is what makes it look like a shape in the first place.
As for arranging the elements on the canvas, she puts enough space around her typographical
shapes according to her vision of the final design. As you can see in the 2nd Noise Funk poster
(see image 6), she separated the shapes by putting space around each one, and around the
picture of the man. I believe this is very important, as it is what makes the whole design
readable.
However, in a lot of Paulas designs, she usually creates one shape from typography that can be
seen as one whole, and then surround it with plenty of whitespace to make it the center of
attention. This can be seen in the Shakespeare in the park posters (see images 8 and 9), and
personally I think it is more attractive as whitespace can give balance to the design, and not
make it too crowded or over-whelming.

Movement
Synthesis: Through the shapes that Paula creates using typography, she creates a dramatic
sense of movement. One way she does this is by making the text italics, and exaggerating how
much italic it is. Sometimes, she would even make the text below it, italics in the opposite
direction, which creates a very dramatic sense of movement. This can be seen clearly in those
two posters below from the 2014 advertising campaign Scher designed for the Public Theater.

Image 18: Posters from the 2014 Public Theater ad campaign , designed by Paula Scher, 2014. (Scher, 2014).

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Another way that Paula creates movement is through rotating the texts and shapes in different
directions in the same design, which guides the viewers eyes and makes them turn their head,
which I think causes a sense of movement. An example of that would be the New Jersey
performing arts centers exterior graphics (see image 13).

Pattern
Synthesis: I have noticed that Paula does not use many patterns in her designs, but I think that
she actually creates some designs that look like patterns. For example, the Metropolitan
Avenue map painting looked like a pattern when it was installed in Queens Metropolitan
campus (see image 16), as the shapes and colors were repeated in a way that resembled a
pattern.

Contrast
Synthesis: Paula Scher achieves a lot of contrast in her designs. This contrast can be in aspects
of the typography. I have noticed that she uses contrast in the fonts weight and size, as she
would make some words, especially the more important ones, bolder in weight and bigger in
size. Also, she uses contrast in the fonts colors, to distinguish each piece of text than the other.
We can see this very clearly in the Noise Funk Posters (see image 5).

Balance
Synthesis: Some of Paulas designs are asymmetrically balanced in terms of space, as the
typography or images are only on a certain side, or have un-even spaces around them.
According to a topic published in NHS designs website about balance in graphic design,
asymmetrical balance creates a dramatic effect and movement (NHS designs), which is
something Paula also tries to achieve through typography as well, as mentioned above. This can
be seen in the below example from the advertising campaign that Paula designed for the Public
Theater.

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Image 19: A Poster from the 2014 Public Theater ad campaign , designed by Paula Scher, 2014. (Scher, 2014).

Besides that, Paulas designs have balance to them in other aspects as well like color for
example. She often uses neutral colors like black and white to balance the color chose, as
mentioned above in the color section. This can clearly been seen in a lot of the designs,
including the Shakespeare in the park posters (see images 8 and 9).
Moreover, She also sometimes creates a color balance by mixing a warm color with a cool color,
as seen in The Diva is Dismissed poster (see image 6), where she mixes the warm and bright
yellow with the cool and less bright blue.

Other aspects that she creates balance in include balancing the fonts style by using contrast in
their weight or size. I think that this technique of using a bold and big size font with smaller and
regular weight font also known as hierarchy of typography makes the design have more
balance, and we can see that in most of Paulas designs.

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Webpage design text

Paula Sher:
She was born in Washington, D.C. in 1948 and studied illustration in Tylers School of Art. Paula
is married to designer Seymour Chawst, and is the first female principle at Pentagram. She
works as postmodernist pop designer that creates extraordinary shapes and designs using
typography, after her university professor gave her the best advice that has ever been given to
her, which was Illustrate with type. Her sources of inspiration are New York City, old movies
and the desire to create something bigger every time, and she enjoys painting oversized maps
using typography.

Design Principles :

Movement can be created using typography through exaggerating the fonts italic style,
and changing the direction of it like Paula does in The Public Theaters poster. Also,
rotating the text in different directions can cause movement, as Paula did in The Diva is
Dismissed poster.
Contrast can be created through the fonts size, weight and color in relation to other
texts or the background. Paula applies this principle in her 1st Noise Funk poster, to
create unique results.
Balance can be accomplished either through the fonts weight and size, or through the
design colors. Paula Scher creates this balance by adding neutral colors to the color
palette or mixing warm with cool colors, like she does in the 2nd Noise Funk poster.

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References

AIGA. (n.d.). Paula scher biography. Retrieved from http://www.aiga.org/medalist-paulascher/
Butler, A. (2013, July 10). Paula scher interview with designboom. Retrieved from

http://www.designboom.com/design/paula-scher-interview/

Caponigro, J. (2011, May 27). The temperature of color. Retrieved from

http://www.johnpaulcaponigro.com/blog/5688/the-temperature-of-color-warm-or-

cool/

Caponigro, J. (2011, May 27). The temperature of color [Image]. Retrieved from

http://www.johnpaulcaponigro.com/blog/5688/the-temperature-of-color-warm-or-

cool/
Lupton, E. (n.d.). Paula scher. Retrieved from http://adcglobal.org/hall-of-fame/paula-scher/
NHS designs. (n.d.). Graphic design principles: Balance. Retrieved from

http://nhsdesigns.com/graphic/principles/balance.php
Obrian, G. (2014, December 24). Paula scher quote. Retrieved from

http://eyeondesign.aiga.org/paula-scher-design-quote-type-has-spirit/

Pashkow, M. (2005). Inspirability. (1st ed.). Cincinnati, Ohio: How design books.

Scher, P. (1994). The public theater logo [Image]. Retrieved from

http://inkbotdesign.com/paula-scher/
Scher, P. (1998). Citi bank logo [Image]. Retrieved from http://inkbotdesign.com/paula-scher/
Scher, P. (2005). Make it bigger. (1st ed.). New York, NY: Princeton architectural press.

Scher, P. (Artist). (2010). Metropolitan avenue map painting installment at queens metropolitan

campus [Image]. Retrieved from http://new.pentagram.com/2010/11/new-work-

queens-mural-2/

Scher, P. (Artist). (2010). World trade map [Image]. Retrieved from

http://www.designersandbooks.com/blog/author-qa-paula-scher-maps

Scher, P. (Designer). (2000). The duke theater interior graphics [Image]. Retrieved from

http://www.aiga.org/medalist-paulascher/

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Scher, P. (Designer). (2001). New jersey performing arts center environmental graphics [Image].

Retrieved from http://www.aiga.org/medalist-paulascher/

Scher, P. (2006). The metropolitan opera [Image]. Retrieved from

http://inkbotdesign.com/paula-scher/
Scher, P. (2012). Windows 8 logo [Image]. Retrieved from http://inkbotdesign.com/paula-

scher/
Scher, P. (Designer) (1995). Noise funk posters [Print]. Retrieved from

http://www.designboom.com/design/paula-scher-interview/
Scher, P. (Designer) (2008). Shakespeare in the park poster [Print]. Retrieved from

http://www.aiga.org/medalist-paulascher/

Scher, P. (Designer) (2011). Maps book cover [Print]. Retrieved from

http://www.designersandbooks.com/blog/author-qa-paula-scher-maps

Scher, P. (Designer) (2014). 2014 public theater ad campaign [Print]. Retrieved from

http://www.itsnicethat.com/articles/paula-scher-public-theater

TED talks. (2008). Great design is serious not solemn [Video file]. Retrieved from

http://www.ted.com/talks/paula_scher_gets_serious
The Great Discontent. (2013, November 19). Paula scher interview. Retrieved from

https://thegreatdiscontent.com/interview/paula-scher

Umbac, J. (n.d.). Paula scher [Image]. Retrieved from

http://www.cooperhewitt.org/2010/12/13/the-world-according-to-paula-scher/

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