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Making a brand feel unified, cohesive, and harmonious while also leaving room for experimentation is a tough balancing act. It’s one of the most challenging aspects of a design system. Graphic designer and Pentagram partner Paula Scher faced this challenge with the visual identity for the Public Theater in New York. As she explained in a talk at Beyond Tellerrand: I began to realize that if you made everything the same, it was boring after the first year. If you changed it individually f...