A transit kiosk commemorating the Gwangju Biennale in South Korea

Facing the future with Paula Scher

Graphic design is in a period of flux: we talk to Pentagram partner Paula Scher about AI, typography, the arrival of advertising agencies into design, and more

Change is afoot in graphic design. At least that’s how Paula Scher, who has been at the cutting edge of the New York design scene for over 50 years, sees it.

The most pressing influence on the industry for Scher is coming from the rise of advertising agencies taking on branding and identity work, traditionally firmly the domain of design studios such as Pentagram, where she has been a partner in the New York office since 1991.

There is certainly wide evidence of this shift across the industry. Brought about by a desire to offer clients and brands a ‘one-stop shop’, where they can get both identity design and comms work, agencies have increasingly been involved in major branding projects.

Paula Scher Portrait 2021
Top: A transit kiosk commemorating the Gwangju Biennale in South Korea; Above: Paula Scher in front of a poster for the Public Theater in New York, a long-term client; Image courtesy Christopher Garcia Valle