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Liquid Identities: Design in Every Dimension

Two-day Workshop with Pentagram’s Paula Scher
Date: October 9–10, 2013
Time: 10:00–19:00
Location: Gestalten Space, Sophie-Gips-Höfe, Sophienstraße 21, 10178 Berlin
Language: English
Limited to 20 participants
Participation Fee:


Paula Scher, the principal of international consultancy Pentagram, has been at the forefront of graphic design for four decades. Iconic, smart, and accessible, her images have entered into the American vernacular.  She has developed identity and branding systems, promotional materials, environmental graphics, packaging, and publication designs for a wide range of prominent clients including Bloomberg, Microsoft, Bausch + Lomb, Coca-Cola, the Museum of Modern Art, the Sundance Institute, the High Line, the Public Theater, the Metropolitan Opera, the New York City Ballet, the New York Philharmonic, and Jazz at Lincoln Center.

As Scher states: “Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?” Identity is constitutive of culture and branding, and they forge identity.

This two-day intensive workshop will explore design in every dimension. Participants will select a not-for-profit organization and create an identity that can be recognized and understood in every form of media. Under the guidance of Paula Scher, participants will develop an identity system and apply this identity to function across various media: as websites, apps, environmental graphics, books, magazines, e-books, in sound, in fact, everything that is necessary for the new age of communication.

Come prepared: Select a not-for-profit organization that you want to design an identity for. Participants should bring their own laptop with Adobe Illustrator and Photoshop installed.



* Please read the Terms & Conditions before the registration.

About the host

Paula Scher has been a principal in the New York office of the distinguished international consultancy Pentagram since 1991. She began her career as an art director in the 1970s and early 80s, when her eclectic approach to typography became highly influential. In the mid 1990s, her landmark identity for The Public Theater fused high and low into a wholly new symbology for cultural institutions, and her recent architectural collaborations have re-imagined the urban landscape as a dynamic environment of dimensional graphic design. Her graphic identities for Citibank and Tiffany & Co. have become case studies for the contemporary regeneration of American brands.

As the president of the Alliance Graphique Internationale, Scher serves as Commissioner on the New York Public Design Commission. Her work has been exhibited worldwide and is in the permanent collections of the Museum of Modern Art, the Cooper-Hewitt National Design Museum, the Philadelphia Museum of Art, the Victoria and Albert Museum, and the Centre Georges Pompidou.

Pentagram has been featured in Gestalten books including Introducing: Culture Identities, Los Logo 6, Left, Right, Up, Down, and Boxed & Labelled Two!

Gestalten Space

Sophienstraße 21
10178 Berlin
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Opening Hours
Monday–Saturday 12:00–19:00 

+49 (0)30 20 21 58 21

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