Scher, Paula: - Paula Scher is one of the most influential graphic designers in the world. Described as the "master conjurer of the instantly familiar," Scher straddles the line between pop culture and fine art in her work. Iconic, smart, and accessible, her images have entered the American vernacular. Scher has been a partner in the New York office of Pentagram since 1991. She began her career as an art director in the 1970s and early '80s, when her eclectic approach to typography became highly influential. In the mid-1990s, her landmark identity for The Public Theater fused high and low into a wholly new symbology for cultural institutions, and her recent architectural collaborations have reimagined the urban landscape as a dynamic environment of dimensional graphic design. Her graphic identities for Citibank and Tiffany & Co. have become case studies for the contemporary regeneration of American brands.