How to create an identity people can’t forget

Paula Scher is one of the living legends of graphic design. 50 plus years into her career, and she's still making some of the most talked-about and celebrated branding schemes around.

Fittingly, Design Manchester's picked Scher to wrap up its SMART design conference. She rounded off the day with a talk packed with insights into her creative life so far, from her career at Pentagram (which she joined in 1991) and before. Taken from her talk, these are seven insights to help you create a brand that stands out from the crowd and sticks in the memory.

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Ruth Hamilton

Ruth spent a couple of years as Deputy Editor of Creative Bloq, and has also either worked on or written for almost all of the site's former and current print titles, from Computer Arts to ImagineFX. She now spends her days reviewing mattresses and hiking boots as the Outdoors and Wellness editor at, but continues to write about design on a freelance basis in her spare time.