The New School

Paula Scher

Pentagram has designed a new identity for The New School and its constituent institutions that reflects the university’s unique interdisciplinary approach. The identity establishes an iconic brand for The New School as a whole, while also setting apart the university’s different schools and programs. The identity introduces a bespoke typeface, Neue, that is revolutionary in its combination of regular, extended and very extended widths of the same font programmed together and used all at once.

Images of The New School

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  2. Image 2 — TheNewSchool 02 (The New School)
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  5. Image 5 — PS TheNewSchool 11 (The New School)
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    Paula Scher, USA (1993)

    Paula Scher is one of the most acclaimed graphic designers in the world. She has been a principal in the New York office of the distinguished international design consultancy Pentagram...

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    Pentagram has designed a new identity for The New School and its constituent institutions that reflects the university’s unique interdisciplinary approach. The identity establishes an iconic brand for The New School as a whole, while also setting apart the university’s different schools and programs. The identity introduces a bespoke typeface, Neue, that is revolutionary in its combination of regular, extended and very extended widths of the same font programmed together and used all at once.

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    Paula Scher, USA (1993)

    Paula Scher is one of the most acclaimed graphic designers in the world. She has been a principal in the New York office of the distinguished international design consultancy Pentagram since 1991, where she has designed identity and branding systems, environmental graphics, packaging and publications for a wide range of clients that includes, among others, Citibank, Microsoft, Bloomberg, Shake Shack, the Museum of Modern Art, Tiffany & Co, the High Line, the Public Theater, the Metropolitan Opera, the Sundance Institute and the Philadelphia Museum of Art.

    She is the author of “Make It Bigger” (Princeton Architectural Press, 2002) “MAPS” (Princeton Architectural Press, 2011) and “Works” (Unit Editions, 2017). Scher holds a BFA from the Tyler School of Art and a Doctor of Fine Arts Honoris Causa from the Corcoran College of Art and Design, the Maryland Institute College of Art and Moore College of Art and Design. A documentary on her and her work can be seen in the 2017 Netflix series Abstract: The Art of Design.

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