Partner at Pentagram design shares why rethinking the status quo is what will set ideas apart.

Why Breaking Free From Expectations Is The Key To Good Design

Paula Scher's desire to create has always come from a general discontent with the status quo. “For me, creativity has always been motivated a form of frustration where I'm aware of an expectation that's been put on the way things appear or the way people understand things, and I think, ‘That isn't necessary.'”

Since joining Pentagram, one of the world's top design firms in 1991 as their first female partner, she has continued to interrogate traditional aesthetic principles and create fresh visual identities for major brands, institutions and platforms like Citibank, the Public Theatre, the MoMA, the New York City Ballet, the Metropolitan Opera and Microsoft Windows 8. She is the mind behind the iconic logo of the Museum of Modern Art and the ubiquitous CitiBank emblem.

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