It took me a few seconds to draw it, but it took me 34 years to learn how to draw it in a few seconds.
In 2002, Citigroup — fresh from a merger between Citicorp and Travelers Group — hired Pentagram’s Paula Scher to design their new logo. Classic corporate brief: millions at stake, layers of stakeholders, and a brand too big to fail.
Scher walked into the room, listened, and then sketched the entire idea
