Paula Scher

Paula Scher began working as a designer and art director in the music industry. In 1984 Paula Scher and Terry Koppel her business partner started an advertising firm Koppel & Scher design. Together they wrote a typographical book called Great Beginnings which showed how type can be used in an 'emotive and energetic way'.
Swatch was on of their famous design. Paula Scher was insipired by the posters of Herbert Matter - Swiss designer. His photography portrayed originality and creativity in the 1950's. These iconic pieces of design were re-edited by Koppel & Scher and became the famous Swatch Print ad. Hoever this became a debate as to if a designer could edit someone else's work and till today people still question this contraversy. 1991 saw some hard times for Koppel & Scher and they decided to take seperate roads. Scher soon joined a legendary design studio in New York office of Pentagram. There she worked with Alan Fletcher another famous graphic designer who she became a partner with and still holds today.
Paula has designed posters for the Public theatre in New York since 1994. The use of vibrant typography is her trademark in design.
In 2001 she was awarded a prestigious AIGA medal which by most designers is believed to be the Oscar of the design world.

Bibliography

Anon., n.d. Design History: Paula Scher. [Online]
Available at: http://be-artsy.blogspot.com/p/paula-scher.html
[Accessed 25 December 2013].