Paula Scher

(Postmodern Design)

 

  • Paula Scher's work spans over 3 decades.

     

  • Paula Scher studied at the Tyler School of Art in Philadelphia.  At Tyler School of Art in Philadelphia, she was taught the Swiss International Style of typography: Helvetica on a grid.

     

  • She began her graphic design career as a record cover art director at both Atlantic and CBS Records in the 1970s.

  • In the late 70s there was an economic crash...So she could no longer afford to put money into imagery—So she focused on type.

  • use historical design to make visual analogies, and for its emotional impact and immediate appeal to contemporary audiences.

Recognize the influences of Futurist and Dada as well as constructivist typography....

 

In the 1970s and early '80s Her work became eclectic and was influenced by many past periods--the 30s, Art Nouveau, Constructivism.


23-38

Poster for CBS records (1979)
Paula Scher

  • "For this poster, I organized wood type at angles and tangents in a Russian Constructivist manner and had it printed on kraft paper. " —Scher

  • At the time the design looked radically different than what was seen in design. But she obtained the label of Postmodern graphic designer because of this and many more to come.

Recognize the direct influence of the Herbert Matter (Swiss) design....


Swatch Swiss campaign (1984)
Paula Scher
  • In 1984, she co-founded and ran Koppel & Scher in New York City and continued for 7 years.

  • While at Koppel & Scher, they landed a Swatch Watch campaign.
  • This campaign became another example of postmodern design and became a controversial piece about "borrowed style" in the 80's.

  • "This poster was a visual joke
    -a parody of a famous poster by Herbert Matter." —Scher

The Public Theater
Ads for the first season with new identity,
(1994)
Paula Scher

 

"We made "PUBLIC" big so that people would know they were going to the Public. The theaters within the organization had to be subbranded. We made a round "stamp" for each theater that goes with the word "PUBLIC."—Scher

 

Recognize the influences
of wood type posters

 

More Public Theater

 

Recognize the influences of Russian Constructivist posters......

 


The Diva is Dismissed (1994)
Paula Scher
 


Him, poster (1995)
Paula Scher

 

Bring In 'Da Noise, Bring
In'Da Funk, posters for the orginal off-broadway production

(1995)
Paula Scher

 

At the MOMA

 

The public posters were
designed to be seen in
multiples on the streets.

Unfortunately, there was never enough of a budget to accomplish this, so most of the posters were seen only at the Public Theaters.


 


 


Bring In 'Da Noise, Bring In'Da Funk, posters for the orginal off-broadway production
(1995)
Paula Scher


Bring In 'Da Noise, Bring In'Da Funk, posters for the orginal off-broadway production
(1997)
Paula Scher

 

 

 

 

 

 

Influences of Plakastil and Art Deco


Dancing on Her Knees Poster
(1996)
Paula Scher