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How is it possible that some designers charge $5 for a logo and others charge $1.5m?

Here’s the story of Paula Scher and how she designed the million-dollar Citi logo in 30 seconds. I’m going to explain what really goes into designing a million-dollar logo, and no, it’s not about using Adobe Illustrator’s newest features.


CHAPTERS

00:00 - Intro
00:23 - Background on the company and project
01:14 - How it happened
02:44 - How was Paula Scher able to do it?
03:31 - Technical ability isn’t enough
04:47 - Outro


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