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Dynamic Brand Identity Course By Paula Scher

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2 hour 2 hours
Course teacher: Paula Scher

What are you going to get



Finding Solutions


Stretching and Testing

Public Theatre


Course description

Immerse yourself in the captivating world of brand identity with the Dynamic Brand Identity Course led by Paula Scher, a renowned partner at Pentagram's New York office. This 70-minute class takes you through Paula's creative process of crafting liquid identities—versatile branding systems that can adapt seamlessly across various mediums.

Through the course, you will gain insights into Paula's approach, from researching an organization's objectives to developing a range of design solutions. You'll learn the art of simplifying these solutions to their core essence and pushing them to their boundaries to create dynamic identities that extend to animations, products, signage, architecture, and more.

Delve into behind-the-scenes journeys of Paula's notable projects, including Jazz at Lincoln Center, the Type Directors Club, and Microsoft Windows. Explore her latest re-branding endeavor for the prestigious Philadelphia Museum of Art and experience the iconic Public Theater in Manhattan, a long-standing project that showcases Paula's exceptional design expertise.

Enroll now in the Dynamic Brand Identity Course and unlock the secrets of crafting fluid, adaptable brand identities that leave a lasting impression.

The following are the Lessons covered in this Course:

  • Introduction
  • Research
  • Finding Solutions
  • Simplifying
  • Stretching and Testing
  • Public Theatre
  • Jazz at Lincoln Centre
  • Philadelphia Museum of art
  • Type Directors Club
  • Windows

The number 1 reason people take this program

Historical knowledge insight and process of the designer.

Most heard feedback on this program

It's a great course for someone who wants to understand the thinking pattern for identity design.

About the instructor

Paula Scher

Paula Scher is one of the world's most acclaimed graphic designers. She has been a principal in the New York office of the distinguished international design consultancy Pentagram since 1991. She has designed identity and branding systems for a wide range of clients including the Public Theater, Citibank, the Museum of Modern Art, The Metropolitan Opera, the High Line, and the Philadelphia Museum of Art. Scher has served on the Design Commission of the City of New York since 2006.


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2 hour 2 hours
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