Bob Gill is ANTI.

The problem is the problem. If we as graphic designers, are to arrive at interesting, original solutions that also communicate exactly what the client requires, we have to start by being critical of the problem. The more interesting the problem, the more likely the solution will be interesting. Here’s an example:

AGM, a company which makes very small industrial models, wanted a monogram as their logo. (A conventional, boring problem.) Original problem: design an interesting arrangement of an A, a G, and an M to be used on their stationery, their delivery vans, and on the side of their building.

Problem made more interesting: design an A, G, and M which communicates that the company makes very small models, and at the same time, is large enough so it can be easily seen on the side of their vehicles and on their building.” (Gill, 10)