"They all started laughing because they couldn't believe the logo actually came from that first dumb sketch," Paula Scher on creating visual identities

sketch of the Citi logo
(Image credit: Pentagram)

Influential graphic designer Paula Scher famously sketched out the Citibank logo on a napkin during a meeting with Citi leadership. Her design was transformed into the Citi logo we know and love today, and the finished logo (below) really doesn't look much different from that initial sketch (above).

When I spoke to Scher recently, she told me how this was a common occurrence. "We have a box of my first sketches that my team saves, they look like little dumb scribbles sometimes," she explains. "But then when you see the actual thing and the scribble, they're the same thing."

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.