Paula Scher is one of the most acclaimed graphic designers in the world. She has been a principal at the New York office of the distinguished international design consultancy Pentagram since 1991, where she has designed identity systems, environmental graphics, packaging, and publications for a wide range of clients. Today, we find Paula in her studio among her paintings and a collector’s item Porsche that she has hand-painted with an artistic rendering of a map of the Unites States for a special exhibition. In this interview, Paula explains her metaphor for coming up with new ideas as a “slot machine”, talks about typography as it relates to spirit and meaning, and tells inspiring stories from her design collaborations with the Public Theater, Shake Shack, MoMA, Citibank, The High Line, and Rockaway Beach.    Paula has been the recipient of hundreds of industry honors including the National Design Award and the AIGA medal. She is an established artist exhibiting worldwide, and her designs are in the permanent collections of the Museum of Modern Art, the Cooper Hewitt National Design Museum, the Library of Congress, the Victoria and Albert Museum, and other institutions. A documentary on Paula and her work can be seen in the Netflix series “Abstract: The Art of Design.”