Revolutionary bespoke typeface splits opinion

When The New School approached Pentagram partner Paula Scher to help resolve its unique visual identity challenges, she didn't think she would end up designing a whole new typeface.

The logo and identity, which replace Siegel+Gale's 2005 efforts, have attracted a mixed reaction, but the bold new typeface undeniably commands attention, gaining personality as it extends. Here, Scher walks through the design process. (Or skip to her 10 steps for creating a new logo system.)

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