Paula Scher

by Pentagram,

The identity is easily rendered in other languages, here in Taiwanese-Chinese.

 The new logotype can also be rendered in one color or in black and white.

The new renu® identity is designed to stand out from its competition.



Paula Scher's poster for the 2nd Chicago International Poster Biennial.

Truvia™ is designed to stand out from the competition.

Paula Scher is my favorite designer. She states in an article, “It’s important to have ideas and think about things because design styles, like technologies, change all the time.” Paula Scher is a Graphic designer at Pentagram, and she created designs for a healthcare brand called Bausch + Lomb by new logotype and packaging. The primary colors of the designs are green and blue. These colors give me a sense of calmness and cleanliness, because of the association of those ideas with these colors. For example, water, the sky, and wind is blue, while trees, glass and ecology is often visualized using green. Furthermore, Scher's poster for the 2nd Chicago International Poster Biennial is  quite simple as well. The only element, number “2”, is constructed with circular lines. The design is not only simple, but also has visually interesting, due to the movement and impact with the huge number “2.”
     In addition to her previous work, Scher also designed the new, natural, no-calorie sweeteners’ packaging design and the brand identity with Daniel Weil. When I went shopping, the box caught my attention, because the box was simple, clean, and cute. The box was also very functional, since it was easy to find out information about the product. It is a natural sweetener that uses a transparent green along with the image of a powdered sweetener on a strawberry.