Graphic designers are tasked with creating new and all-encompassing identities for institutions, from signage to promotional materials and even swag. But what happens after the job is done and the institution is responsible for implementing their new identity all on their own? The work of Paula Scher, a designer and partner in the New York office of the international design consultancy Pentagram and one of the world’s most acclaimed graphic designers, pushes the boundaries of visual communication while establishing a template meant to be tinkered with. She provides her clients with a kit of parts in the form of typography that will serve them and their institutions for years to come. Scher has established a legacy by pushing the boundaries of what typography can be. She isn’t afraid to invent new typefaces or use existing ones in completely unexpected ways to communicate the mission and aspirations of the project. Her work demonstrates that graphic design can be much more than letters and shapes on a page, but rather a tool to provoke, engage and even shape the way people occupy a space. To accompany the episode, check out the attached images and the blog, here. I also included many reference images with timestamps below. (This is the first time I've included images in the show notes here, so let me know what you think.) NYC Parks [6:32] Highline Before Renovation [7:02] Highline Logo [8:07] Friends of Highline Logo Idea [8:21] Highline Logo on Stationary and promotional material [8:26] Highline Logo on Books [8:35] Highline Architect Rendering [9:25] I built the Highline Campaign [9:30] Faces posted around the city [9:33] Highline signage on finished project [9:47] View of street from Highline [10:00] Image from newspaper of dogs tied up [10:07] Destruction of NYC boardwalk [11:53] Old warning signs [12:42] New Rockaway beach sign with photo [13:01] Collection of new signage [13:13] Welcoming signage- lifeguard on duty [13:48] Barracks on beach [13:53] Colorfully painted buildings on the beach [14:22] Wavy and straight planking system [14:54] Rockaway Wide font [15:17] Aerial view of new boardwalk [15:26] School building before design [17:00] School building covered in typography [17:06] More typography on building [17:35] Achievement first school stickers [18:00] Concept applied to building Stairwells [18:25] Gymnasium [18:27] Tile with design [19:05] Cafeteria [19:11] The New School past designs and logos [21:06] Idea sketches on journal [23:07] Stripes on building [23:20] Custom font from past designer Peter Using past font, created new logo in different formats [24:13] Logo coupled with secondary school [24:16] Final New School logo wide [25:53] School names hanging together [26:07] Secondary typeface [26:20] Example of how to use typeface in different ways [26:46] Identifiable without logo [27:09] Promo sign [27:13] Digital media example [27:19] Website [27:21] Wallpaper mural [27:53] Philadelphia Museum of Art [28:37] Rocky Balboa famous shot [28:47] Art museum sign [29:51] Museum logo [30:21] Drexel Logo [30:54] New logo stacked [31:17] Art with different As [31:45] Museum catalog [32:02] Tickets with design [32:14] Logo on materials [32:30] Museum building design [34:24] Main building [34:38] Civil rights museum mural [36:04] Museum building from outside [37:15] Hand in front of mural [37:25] Hands in front of mural on social Theater posters [39:38] Atlantic theater company [40:50] Atlantic theater co stationary [40:51] Posters with recognizable style [41:44] Subway wall poster [41:49] Public Theater logo [42:08] Early sketch [42:17] Individual posters with connected style [42:27] Poster [42:33] More posters [43:41] Public Theater lobby [43:48] Typography on the walls [44:12] Shakespeare Poster with colo