Paula ScherPaula Scher has been a leading figure in graphic design for more than thirty years. A partner at Pentagram, some of her work includes logo design, as well as brand identities for Citibank, New York Times Magazine and Bloomberg.

Scher makes some interesting points here, “Sometimes the brief is wrong” providing us with insight into how sometimes clients may define the problem but present the wrong solution. Its a good point and is useful in helping me find questions that I could ask when interviewing.