In the Springsteen article covering the Guerrilla Girls, the group challenged perceptions of women through striking placement of nude female art models with guerrilla masks. This very obvious and noticeable trend throughout their protests and media established a very visible brand across their work. As for Paula Scher’s use of typography, she accomplished the same goal of branding through her use of unique and identifiable ways to lay out her type. For example, her creation of the Public Theater logo used typography with descending narrowness in the word “public” to establish a brand of recognizable typography for the theater. After this brand was established, she was able to use this same style of text throughout her series of advertisements for the theater and it became their own unique identity. The effectiveness of these branding is that the masks and type was recognizable by viewers even without the Guerrilla Girls or Public theaters names on their media.
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