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COR P ORATE P OLITICS 101

Make it Bigger

1

COR P ORATE P OLITICS 101

Make It
PR I N C ETO N AR C H ITE CTU R AL PR E SS
...

COR P ORATE P OLITICS 101

t Bigger
Paula Scher
3

Published by
Princeton Architectural Press
37 East Seventh Street
New York, New York 10003

For a free catalog of books, c...

“Any jackass can kick down a barn door. It takes a carpenter to build one.”

OVER the past thirty years t...

COR P ORATE P OLITICS 101

Corporate
Politics
101 7

( 1 972 )

A P P R O VA L P R O C E S S : C B S R E C O R D S A D V E R T I S I N G D E PA R T M E N T

...

C O R P O R AT E P O L I T I C S 1 0 1
office to o...

COR P ORATE P OLITICS 101

finger in the air to signal me to wait. When he finished the phone human beings naturall...

COR P ORATE P OLITICS 101

is pointless, even if it exists purely to obtain the design fee. The ...

COR P ORATE P OLITICS 101

taken on projects that I am indifferent to but for which I have nego- ...

COR P ORATE P OLITICS 101

PEON OFFICE POWER OFFICE ...

COR P ORATE P OLITICS 101

This perception was nearly impossible to achieve at age ...

(1975)

A P P R O VA L P R O C E S S : C B S R E C O R D S C O V E R D E PA R T M E N T

...

COR P ORATE P OLITICS 101

find—that I am always battling yesterday’s success in the stylis- a finished piece of ...

COR P ORATE P OLITICS 101

the way an object was stylistically represented. It is always diffi- powerless to deter...

COR P ORATE P OLITICS 101

I LLU STRATION S
...

COR P ORATE P OLITICS 101

...

1977
20

COR P ORATE P OLITICS 101

1980 ...

COR P ORATE P OLITICS 101

1976

22

COR P ORATE P OLITICS 101

Sidewalks of New York and Too Hot to Handle, both illus-
trated by Robert Grossman, couldn’t...

COR P ORATE P OLITICS 101

...

COR P ORATE P OLITICS 101

1978

1977 1979
25

COR P ORATE P OLITICS 101

BOSTON A friend at CBS Records in the seventies predicted that...

1976

27

1994 1987

come. Timing is every...

COR P ORATE P OLITICS 101

BLU E SKY RECORDS
Blue Sky Records was a custom label distributed by CBS
and was the inventi...

COR P ORATE P OLITICS 101

31

COR P ORATE P OLITICS 101

When Avedon shot Muddy Waters for Hard Again (1977),
Waters had just walked in the...

COR P ORATE P OLITICS 101

...

1979 1980

1978 1979

1978 1978

COR P ORATE P OLITICS 101

A L B U M C O V E R - 1 2 1/4"

C D - 7 7/8"

...

COR P ORATE P OLITICS 101

OBJ ECTS
Barrabas’s Heart ...

1976

COR P ORATE P OLITICS 101

1976 ...

COR P ORATE P OLITICS 101

1980

1980 1979

COR P ORATE P OLITICS 101

1974 1974

These two covers f...

COR P ORATE P OLITICS 101

John Prine’s Common Sense was typical of my art-direc-
tion style in...

COR P ORATE P OLITICS 101

This Jean-Pierre Rampal cover from 1978 is composed
of a variety of woodblock prints I purch...

COR P ORATE P OLITICS 101

45

1977

This Yardbirds cover, designed in 1977, was the first of The Best of Phoebe Snow was designed in 1981. The t...

1981

47

COR P ORATE P OLITICS 101

1977

1978 1981

48

COR P ORATE P OLITICS 101

Peter and the Wolf (1977) employed a comic-book for-
mat to tell a story. I simply ran the n...

COR P ORATE P OLITICS 101

1979
50

COR P ORATE P OLITICS 101

TH E BE ST OF JAZ Z
In the early eighties it was clear to me that album covers (red, bla...

COR P ORATE P OLITICS 101

52

COR P ORATE P OLITICS 101

TRU ST E LV I S
A year later Minoli needed a promotional poster for the ...

Style Wars

In the late sixties, when I was in art school, I had not yet heard
STYLE WARS ...

STYLE WARS

generous form of design. It told you what you needed to know During this period a growing numb...

STYLE WARS

ST Y L I ST I C A FFE CTAT I O N S O ...

C R AV I N G ST Y L E, OT H E R W I S E K N OW N A S: " S H I N I N G S H I T"

A C R AV I N G ST Y L E 19 8 5 ...

STYLE WARS

The mannerisms of these types of publication informed all other tion in the editorial process, magaz...

STYLE WARS

stupid things like drop caps and hairline rules—the very things Style is a matter of appearance—the ...

STYLE WARS

side. It rarely made it there. The structure of advertising agencies Usually there is one strong opinio...

STYLE WARS

DIAGRAM OF A MEETING

2

...

STYLE WARS

focus on anything reasonably simple, and will amend it until all P E RS ON ALITIE S S TE RE OTYP E ...

STYLE WARS

I was hired on most projects for nominal fees. Very often I technologies, the cultural zeitgeist,...

STYLE WARS

G R E AT B E G I N N I N G S Terry Koppel and I had known each other in college (the Terry...

STYLE WARS

67

STYLE WARS

immediately. Some of the business came because we The pages from Great Beginning...

STYLE WARS

69

M A N H AT TA N R E C O R D S

...

STYLE WARS

Most large-scale corporate identity programs from the
fifties, sixties, and seventies seemed depressing (ev...

STYLE WARS

I began considering the logotype as something that came
out of the red, blue, and yellow boxes of the paint...

STYLE WARS

73

STYLE WARS

I had difficulty obtaining an approval from the Museum of
Modern Art to use the painting. They would not al...

STYLE WARS

BOOKS I began designing book jackets by moonlighting when I
was still at CBS Records. It was the ...

STYLE WARS

The procedure for designing book jackets outside of a
publishing art department has also changed little ove...

STYLE WARS

1987 1988 1988 1990

1988 1989 1989 1989
...

STYLE WARS

This book of James Dean photographs (1990) documented
every picture he made in his short movie career.

...

STYLE WARS

jacket comps for a year against what it would cost if the
publishing company accepted the first design subm...

STYLE WARS

Those Lips, Those Eyes (1992) was a compilation of classic movie-star
photos that I edited. The title was t...

STYLE WARS

STYLE WARS

Occasionally I managed to design jackets where the ini-
tial idea was left intact, but they were more the e...

STYLE WARS

85

STYLE WARS

Grimm (1997) was another limited edition published by Heritage Press.
T...

STYLE WARS

Suffragettes to She Devils (1997) documented women’s protest art.

88

STYLE WARS

89

STYLE WARS

ÖOLA
In 1986 two young Swedish entrepreneurs came to meet rience. They wanted to package the cand...

STYLE WARS

cause it had always been dependent on the quality of the
product. Good covers couldn’t sell bad music or bo...

STYLE WARS

It’s a shame that Öola faced a massive retail recession in
1989 and 1990, because its financial f...

SWATC H WATC H USA

In 1984 the new marketing director of Swatch Watch seen everyday on ...

STYLE WARS

When we began the second campaign for Swatch, the skier in the hat using Heery’s wife as a mode...

STYLE WARS

Shortly after the poster appeared in Graphis, the Zurich
Poster Museum requested a copy.
In 1990 graphi...

STYLE WARS

B E AU T I F U L FAC E S / D I N G B AT S
Champion Papers approached me in 1986 about the pos-
sibility of ...

STYLE WARS

1988
101

STYLE WARS

Agency Gothic Carin Condensed Binner Gothic Epitaph Open Hessbold ...

STYLE WARS

Binner Gothic Comstock Agency Gothic Long Tall Good Wood Epitaph Op...

STYLE WARS

been wary of popular type companies that have a strong
aesthetic (though I admire Emigre, for example, I do...

STYLE WARS

105

STYLE WARS

Geegaws
...

STYLE WARS

...

STYLE WARS

P R I N T M AG A Z I N E
In 1985 Marty Fox, the editor of Print, invi...

STYLE WARS

SVA
I began teaching design at New York’s School of Visual
Arts in 1982, and have taught there ever since. ...

STYLE WARS

1992
111

112

1996

STYLE WARS

A M B A S S A D O R A RT S
Ambassador Arts, a silkscreen printing company, was an-
other design-industry co...

1991

STYLE WARS

Michael Bierut Peter Saville Seymour Chwast Paul Davis

Heinz Edelmann Tom Geismar ...

STYLE WARS

Paula Scher Paul Davis Pierre Mendell Seymour Chwast

Rosmarie Tissi Michael Bierut Shi...

Heinz Edelman Rosmarie Tissi Shigeo Fukuda Woody Pirtle

Yarom Vardim Peter Saville Pierre Mendell Woody...

STYLE WARS

F R E E P O ST E R S In the eighties I learned that if I wanted to make any kind
...

At the time I designed this poster I smoked two and half packs of
...

STYLE WARS

For the ICOGRADA Design Renaissance Conference in Glasgow, Scotland, 1993 Blah Blah Blah: Worth Magazine asked a variety...

STYLE WARS

A poster advocating literacy, designed for the Denver Chapter of the Poster honoring the centenary of Tou...

STYLE WARS

TO M ATO D ’A M ATO
I’m often asked to design posters promoting worthy polit-
ical causes. Unfortunately th...

STYLE WARS

STYLE WARS

AIGA
In 1990 Caroline Hightower, then director of the American
Institute of Graphic Arts, asked me to desig...

STYLE WARS

129

STYLE WARS

By 1990, when the annual appeared, most of the design
industry had converted to digital production. The cov...

This hand-drawn cover for a Japanese design publication dealt with left/right reading legibility, 1999.

I created this February calendar page for the Cooper-Hewitt, National
Design Museum. It is now in the collection of the Mu...

STYLE WARS

An opinionated map, 1993

I began painting small opinionated maps in the early
...

STYLE WARS

135

STYLE WARS

The United States painted in 1999 (detail)

...

STYLE WARS

137

STYLE WARS

Manhattan 11’x 5’ 2002

138

STYLE WARS

139

STYLE WARS

U S E L E S S I N F O R M AT I O N
In the early 1990s Champion International paired William
Drenttell and m...

141

STYLE WARS

sketches

142

STYLE WARS

143

STYLE WARS

144

Op-Ed page, New York Times, 1998

STYLE WARS

YO U R N A M E H E R E
Mohawk Papers created another opportunity for me to
author an opinionated combinatio...

STYLE WARS

147

STYLE WARS

148

STYLE WARS

149

STYLE WARS

I began contributing to the Op-Ed page of the New York
Times in the m...

I N TH E COM PANY OF M E N

In the
Company
of Men

T h e E a r l y Ye a r s P E N TA G R A M 1 9 7 3 - 7 8 ...

I N TH E COM PANY OF M E N

I N T H E C O M PA N Y O F M E N
...

P E N TA G R A M 1 9 9 4 - 9 6 ...

I N TH E COM PANY OF M E N

Design-management symposiums tend to spend an enormous fund that pays for p...

I N TH E COM PANY OF M E N

Clients often ask how the partners collaborate on a given proj- won’t trust the proc...

I N TH E COM PANY OF M E N

P E N TA G R A M N E W Y O R K P A R T N E R S S E AT I N G ...

I N TH E COM PANY OF M E N

ketplace. Focus testing tells you what the consumer already ac- FIVE THINGS I ...

I N TH E COM PANY OF M E N

consumers who were in the store were curious and naturally mental versions to t...

I N TH E COM PANY OF M E N

My partners in the New York office of Pentagram make this variety dence and respect fr...

I N TH E COM PANY OF M E N

emerge. One often finds that the most innovative, exciting part of Koolhaas on the arc...

I N TH E COM PANY OF M E N

lies in working ef-
THE ANSWER ...

I N TH E COM PANY OF M E N

T H E P U B L I C T...

I N TH E COM PANY OF M E N

Shakespeare’s The Merry Wives of Windsor. They needed
a mailer in a week and a half. Would ...

I N TH E COM PANY OF M E N

The 1994 season for the New York Shakespeare Festival.
...

I N TH E COM PANY OF M E N

169

I N TH E COM PANY OF M E N

The rejected stationery designs from the first Public Theater identity presentation.

Aft...

I N TH E COM PANY OF M E N

From Rob Roy Kelly’s American Wood Type, 1968.

the institution on tickets, T-shirts, ca...

THE PUBLIC

N Y S H A K E S P E A R E F E S T I VA L J O S E P H PAP P P U B LI C TH E ATE R

...

I N TH E COM PANY OF M E N

The Public Theater lobby

The first mailer Victorian woodtype poste...

I N TH E COM PANY OF M E N

Wolfe is a brilliant director; he began his career as a set
designer and collects folk art ...

I N TH E COM PANY OF M E N

A stand up monologue performance by Danny Hoch. 1994

A Sam Shepard play and star studded cast 1994
I N TH E COM PANY OF M E...

Guess who 1994

Jenifer Lewis’s one-woman show 1994

A Latino dance duo in the 1950s 1996

A play about the Venus Hottentot who astonished Europe 1996
with her fabulous derriere.

Two different plays about dysfunctional Asian families in America 1997 1996

...

A one-woman show by Andrea Martin 1996 A play about a Latino boxer in the 1950s 1994

...

Three one-act plays written by Steve Martin 1995 A “downtown” production of Henry VI 1996

...

A biography of Diane Arbus in the fifties 1994 F. Murray Abraham as the king 1995

...

The 1995 New York Shakespeare Festival poster

187

Left: The 1996 NYSF poster
Right: The 1998 NYSF poster

I N TH E COM PANY OF M E N

The Public Theater posters were...

I N TH E COM PANY OF M E N

I N TH E COM PANY OF M E N

Peter Harrison’s photo of Savion Glover for the first Public Theater production of 1995
B...

Richard Avedon’s photo for the first Broadway campaign of Noise/Funk and 1996
the teaser ad campaign that ran progressiv...

The Broadway program for Bring in ‘Da Noise Bring in ‘Da Funk.

...

195

I N TH E COM PANY OF M E N

196

The third and fourth Noise/Funk campaigns, after Savion Glover left the show, 1996. Next page: The last
Noise/Funk campaig...

I N TH E COM PANY OF M E N

199

I N TH E COM PANY OF M E N

200

201

I N TH E COM PANY OF M E N
Spread from US magazine, 1998 New York m...

I N TH E COM PANY OF M E N

I soon began to notice the Public’s typographic style
everywhere, from magazines like ...

1998

1998 1998

204

1999 1999

205

2000 2001

206

2001 2000

I N TH E COM PANY OF M E N

In the summer of 1997 Wolfe revised and directed the
...

I N TH E COM PANY OF M E N

2000 Next page: 2000
210

I N TH E COM PANY OF M E N

211

I N TH E COM PANY OF M E N

CITI
In 1998 Traveler’s Group and Citicorp merged, creating Citi...

I N TH E COM PANY OF M E N

made a series of presentations of this mark to the various
vice presidents of Citigroup, an...

I N TH E COM PANY OF M E N

These are all blue waves. had designed for the Brazilian bank. The...

215

I N TH E COM PANY OF M E N

B A L L ET T E C H My work for the Public Theater broug...

I N TH E COM PANY OF M E N

217

I N TH E COM PANY OF M E N

a gradation within the photograph and over...

I N TH E COM PANY OF M E N

I N TH E COM PANY OF M E N

Promotions for the 1998 and 1999 Ballet Tech season

The 1999 Ballet Tech poster

Above: The 2000 poster
Following Pages: The 2001 and 2002 campaigns

I N TH E COM PANY OF M E N

I N TH E COM PANY OF M E N

225

I N TH E COM PANY OF M E N

3COM
In 2000 the company that launched the Palm Pilot, 3Com, hierarchy, power, or...

I N TH E COM PANY OF M E N

Language, Philosophy, and
Structure

Packages for 3Com home
network and broadband
products ...

Design Template (Back Panel)

All rules should
...

I N TH E COM PANY OF M E N

M ET R O P O L I S Although I have always regretted that I have never ...

I N TH E COM PANY OF M E N

Department pages and the opening
of the feature well

Contents

Feature stories from the first, second, and third issues after the redesign

I N TH E COM PANY OF M E N

The feature well didn’t begin until more than halfway the previous design, becaus...

I N TH E COM PANY OF M E N

7 7 0 B R O A DWAY It dawned on me in the nineties that cities are...

I N TH E COM PANY OF M E N

237

I N TH E COM PANY OF M E N

I N TH E COM PANY OF M E N

239

N E W 4 2 N D ST R E ET ST U D I O S

The New 42nd Street Studios is located on the revived,
remade Forty-second Street...

I N TH E COM PANY OF M E N

every evening. The lighting system was designed by Anne
Militello, and its elegance puts it...

I N TH E COM PANY OF M E N

243

The fabric of the theater seats in the Duke Theater spell “Duke” in Morse code.

I N TH E COM PANY OF M E N

N J PAC
In 2000 I was...

I N TH E COM PANY OF M E N

words were scaled down to complement the structure,
the typography actually acc...

I N TH E COM PANY OF M E N

249

316

MEN'S

...

I N TH E COM PANY OF M E N

I N TH E COM PANY OF M E N

Posters for the Lucent Technologies Center for Arts Education, 2001

...

The following articles were authored over the past two decades. Although some of
the details have become irrelevant, the t...

“BACK IN THE U.S.S.R.: (OR THAT Tired: what we have been doing for the past Unfortunate...

some of the educators took great pride in the classes to see whether they feel comfortable sign speak to g...

Understated: same as classic only use eight- no substance” is often coupled with “flash in the If only we...

Alex Steinweiss: 1939–53 He’d mail the comps up to CBS in Bridgeport, Records market...

Roy Kuhlman: 1954–55 Kuhlman was often asked to design flyers I aske...

Lee, Richard Mantel, Tony Lane, Nancy Donald, Cato hated Davis. To Cato, Davis was “pure Clive Davis ...

If I had not spent the past six months re- the New York office and did not suffer the one to three years. ...

projects for prestige or exposure or the oppor- to the American business and civic communities special magazine...

established reputations and recognizable work. Several years ago I thumbed through an It’s hard...

AIGA on the chapter level are immensely help- Coast “establishment” designers, largely from think the last ge...

We are losers because the ensuing faction- At the end of all the boxing movies, the a role model? Has...

Left to Right: Michael Bierut, Kenneth Grange, Alan Fletcher, John Rushworth, Peter Harrison, Theo Crosby, Mervyn Kurlansk...

situation—not the oddity of the sex, but the I joined Pentagram the way I set out to de- more women chan...

CREDITS Champagne, 1979 Prokofiev, Lees, 1978 Art Direction: To...

My editor Mark John Rushworth Ron Louie Lynn Breslin John Fontana Stephen Hinton ...

OVER

A designer I respect warned me that the danger of doing a book on my own work,
beyond the obvious egotism involved,...

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