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.

691 of 702 students recommendSee All

Very informational, especially helps you understand why and how you design the logos to come across a specific way.
Paula Scher is an outstanding director, and it is great to have the opportunity to see her point of view and understand her process
Such a iconic talk by Paula Scher, she keeps inspiring generations and generations of future designers, myself included





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, and the Philadelphia Museum of Art. Scher has served on the Design Commission of the City of New York since 2006. She is an established artist exhibiting worldwide, and her work is in the permanent collections of the Museum of Modern Art and other institutions. She is the author of “Make It Bigger” (Princeton Architectural Press,2002) and “MAPS” (Princeton Architectural Press, 2011).

Paula has taught at the School of Visual Arts and has held teaching positions at Cooper Union, Yale University, and Tyler School of Art. She is a recipient of the National Design Award, the AIGA Medal, the Type Directors Club Medal, and is a member of the Art Directors Club Hall of Fame.

Design Branding Graphic Design Creative