Affairs / Soft Power

Q & A: Paula Scher on Brand America

The national identity of countries can shift radically and at a speed that leaves their inhabitants gasping. As the United States continues to suffer from low approval ratings all over the world, Paula Scher, one of the world's leading graphic designers and a principal at Pentagram in New York, talks to Monocle editor-in-chief Tyler Brûlé about how the US needs to overhaul its image, brand promise, name and messaging.

Tyler Brûlé
Gillian Dobias
Ross Keith
Aleksander Solum
Sound recordist
Merce Williams

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