Paula describes her method of getting ideas for designs: sketching and being in a "state of play." She then describes how they're using the geometry of the map of Pier 55 to design their logo.

Paula Scher describes her journey into design, specifically typography. She states that she had strong quantitative reasoning and went to art classes in high school instead of attending football games. She was also influenced by contemporary culture such as record album covers.

Mouse has lost a sticker and is looking everywhere to find it.

Paula describes how to manage presentations to clients, as the clients will have different expectations and rebuttals during the meeting. She expresses the importance of getting to a consensus.

Paula describes a design project with the Public Theater in New York and her process for designing a logo that is representative of the theater's history and identity. She discusses the importance of typography and illustrates how different styles of typography can affect our feelings towards the logo.