Dynamic Brand Identity: Designing Logos That Evolve

Paula Scher, Partner at Pentagram

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11 Videos (1h 12m)
    • Trailer

    • Introduction

    • Research

    • Finding Solutions

    • Simplifying

    • Stretching & Testing

    • Public Theater

    • Jazz at Lincoln Center

    • Philadelphia Museum of Art

    • Type Directors Club

    • Windows


About This Class

Paula Scher, partner in the New York office of Pentagram, walks us through her process of creating a liquid identitya recognizable, dynamic branding system that can be adapted across mediums.

In this 70-minute class, you’ll think about researching an organization’s goals, developing a series of design solutions, simplifying them to their essence, and stretching them to their limits as they apply to animation, products, signage, architecture, and more.

Go behind-the-scenes to see how the liquid identities of some of Paula’s most respected projects came to life (including Jazz at Lincoln Center, the Type Directors Club, and Microsoft Windows), explore her latest re-branding for the Philadelphia Museum of Art, and join her at the Public Theater in Manhattan—her most iconic, long-standing project to date.

811 of 824 students recommendSee All

This intimate conversation with Paula provides invaluable insight to the professional process of crafting authentic, purposeful and functional brand identity systems. Prepare to take notes.
Ralston Vaz

Brand Strategy & Design

Absolutely. Exremely inspirational, lots of information. Awesorme mentor.





Paula Scher

Partner at Pentagram

Paula Scher is one of the world's most acclaimed graphic designers. She has been a principal in the New York office of the distinguished international design consultancy Pentagram since 1991. She began her design career as a record cover art director at Atlantic Records and CBS Records in the 1970s and 1980s.

She has designed identity and branding systems for a wide range of clients including the Public Theater, Citibank, the Museum of Modern Art, The Metropolitan Opera, the High Line...

See full profile

Design Branding Graphic Design Creative