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designers to experiment in their design solutions. Perhaps this philosophy is what has made her a successful partner to de-sign firm Pentagram. Paula Scher and New York City exam-ines Scher’s most famous and successful work in relation to her and her favorite muse.

a m b e rs e i r a

Multitudes of high ris-es, sights, s o u n d s , smells, and p e o p l e , this is Pau-la Scher’s p l a y -g r o u n d , also known as New York City. With three d e c a d e s of innova-tive designs, Scher credits gaining inspiration from this city that never sleeps. Her skillful handling on typog-raphy and large size graphics has caused heads to turn and achieve-ment awards to dish out. From her successful rebranding of the Public Theater in the early nineties to her

recent brand-ing for Saks Fifth Avenue Scher is adamant about keep-ing visual style in design fresh and new. She believes that design must al-ways be evolv-ing and en-courages other

Paula S

cher and New

York City

Am

ber Seira

modernbooks

“Delightfully written work that cap-tures the humor and personality of Scher. A wonderful read!”

- John W. Booth, Chicago Tribune

“Insightful and inspirational read for all, designers or not.”

- Michael Frank, New York Chronicle

Raised in San-ta Rosa, Cali-fornia, Am-ber’s passions come from her experiences growing up in the Bay Area. In addition to three years of profess ional

writing, Amber is also a highly no-table film director and environ-mental activist; in 2007 she was awarded the John Muir Fellow-ship. Amber is currently president of her local Oxfam chapter in Co-lumbus, Ohio where she now re-sides with her daughter of eight.

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