“Paint your buildings:” Pentagram’s Paula Scher

Paula Scher makes her job look like the easiest thing in the world. By her own admission, she took about ten minutes to create the prototype of the logo that would eventually be seen across all of Citibank’s offices across the globe, after its merger with the Travellers Group. And she created that design on a paper napkin. The hardest part of the Citibank job, according to Scher, was not the ideation of the brand identity itself, it was the one and a half years of meetings with the client that it took for her to convince them that this was the identity that would work.