For four decades, Paula Scher has been at the forefront of graphic design crafting identities for renowned corporate brands and cultural institutions. From Citibank and Tiffany & Co. to The Public Theater, MOMA, Jazz at Lincoln Center and New York City Ballet, her identities have become case studies for the contemporary identity of American brands. In this episode Erik and Paula talk about why cultural organizations need a cohesive design system, how the move to screens changed branding and identity work, and how institutions can best work with designers.