Paula Scher

Paula Scher became the first female principal at Pentagram in 1991 and has since created identity and branding systems for Bloomberg, Microsoft, Coca-Cola, the Museum of Modern Art, the High Line, Jazz at Lincoln Center, and the Metropolitan Opera. She authored 'Make It Bigger' and 'MAPS', won the AIGA Medal in 2001, and was featured in Netflix's 'Abstract: The Art of Design'. Her talk "Great design is serious, not solemn" reveals how world-class brands balance gravity with accessibility.