Modernism USA, 2010 - Paula Scher

Playing a major role in molding the "retro" movement of the 1980s, Paula Scher redirected her initial training as an illustrator to become a groundbreaking expert on design and typography. The advice of her teacher Stanislav Zagorski, who encouraged her to illustrate with type, has served as guidance throughout her entire career. Scher's fearless adaptation of retrospective typography and ability to cleverly fuse image and text have defined her distinct style.

Deeply influenced by and responsive to her surroundings, Scher's designs are charged with energy, reflecting the dense cacophony and diverse environment of New York City. Described as the "master conjurer of the instantly familiar," Scher straddles the line between pop culture and fine art. She relies on letterforms while simultaneously valuing the craft of painting and the irreplaceable quality of the handmade; in addition to her well-known work as an illustrator and designer, she has also created a series of large-scale paintings depicting maps with hand-drawn boundary lines and place names. Making noise with her particular mark on typography, she takes hold of her visual medium to create rhythm and affect the other senses.

A member of the Art Directors Club Hall of Fame and the Alliance Graphique Internationale, Scher has received the American Institute of Graphic Arts Medal as well as the Type Directors Club Medal. Having held the position of art director for CBS and becoming a partner in iconic design firm Pentagram in 1991, Scher has created graphic identities for companies such as Citibank and Tiffany & Co.
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