Paula Scher guest authored on Tony Spaeth’s Identity Forum with a great piece titled: What they don’t teach you about identity design in design schools… …And what you can’t learn from blogs. Here’s an excerpt.
Paula Scher’s Citi logo
“I never knew a designer that got hundreds of thousands of dollars to design a logo. Mostly, designers get paid to negotiate the difficult terrain of individual egos, expectations, tastes, and aspirations of various individuals in an organization or corporation, against business needs, and constraints of the marketplace.
“The designer needs to be ever present because, inevitably, at some side meeting, something will be suggested that will totally destroy the form of the logo. Something can be suggested innocently, with the best of intentions, that will scuttle all plans, compromise all standards, and destroy the integrity of the design. The only person who can know this and stop this is the designer.”
— Paula Scher
Update: December 2014
Identityworks (and the adjoining Forum) is no longer online, unfortunately, hence the lack of a link to the full piece.