Paula Scher

In the late 70s there was an economic crash...So she could no longer afford to put money into imagery—So she focused on type.

use historical design to make visual analogies, and for its emotional impact and immediate appeal to contemporary audiences.

Poster for CBS records (1979)

At the time the design looked radically different than what was seen in design. But she obtained the label of Postmodern graphic designer because of this and many more to come.

Swatch Swiss campaign (1984)

example of postmodern design and became a controversial piece about "borrowed style" in the 80's.