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  • Typography - Paula Scher
Treat Type as a Visual Image
Paula Scher was the first woman to sit in a principal position at the acclaimed graphic design firm Pentagram. Her impressive body of design shaped the perception and application of graphic design in many ways, particularly her technique of treating type as a visual image in her work for the New York City’s Public Theater (pictured below) which continues to have a lasting impression on modern design.
link to Pentagram website
Scher has developed identity and branding systems, promotional materials, environmental graphics, packaging and publication designs for a broad range of clients.
Link to houzz website
The new identity for Houzz was created by Paula. The bold logo shows a vibrant green lowercase “H” that doubles as the silhouette of a house. The logo was redesigned as it did not scale well and its employees had apparently become frustrated with it. The new logo will be instantly recognizable and adaptable across all of the company’s platforms.
    “Ninety percent of what I do is…teach people how to see”. She schools them on why typeface matters!
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