Identity means "how do I get known? How do I expressmyself?" and that's generally what I'm helping somebody do. It may be three dimensional, it may be a public space, it may involve government,it may involve cultural institutions, it may involve corporations, it may involve editorial publications - it can be anything, really.
Paula ScherWhat I hate is when something I've done is replaced by something better than what I've done. It's really embarrassing.
Paula ScherWe become different people and we adapt to our environments, but that doesn't have anything to do with being creative.
Paula ScherI don't think of design as a job. I think of it as - and I hate to use this term for it - more of a calling. If you're just doing it because it's a nice job and you want to go home and do something else, then don't do it, because nobody needs what you're going to make.
Paula ScherThe best way to accomplish serious design ... is to be totally and completely unqualified for the job.
Paula ScherMy work is play. And I play when I design. I even looked it up in the dictionary, to make sure that I actually do that, and the definition of โplay,โ number one, was โengaging in a childlike activity or endeavor,โ and number two was โgambling.โ And I realize I do both when Iโm designing.
Paula Scher