1. Problem Solved by Michael Johnson
Great book for younger designers, demonstrates the challenge and the solution. It explores the ways creatives interpret their clients' brief, propose new ideas and reinvent existing products and brands, referring to a huge cross-section of different projects by acclaimed designers and agencies, including Saatchi and Saatchi, Paul Rand, George Lois, Bob Gill and Pentagram.
2. Hegarty On Advertising: Turning Intelligence into Magic by Thames & Hudson
This book is full of great insight and history—just as good for designers as art directors. It is both an advertising credo and a brilliantly entertaining memoir. It offers John Hegarty’s personal insights and advice on the advertising business: Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology, and information on his own career and experiences.
3. Lateral Thinking by Edward De Bono
A classic book, and still a great kick in the but when stuck on a project. Through a series of special techniques, in groups or working alone, Edward de Bono shows how to stimulate the mind in new and exciting ways. Soon you will be looking at problems from a variety of angles and offering up solutions that are as ingenious as they are effective. You will become much more productive and a formidable thinker in your own right.
4. Standing On The Shoulders Of Giants: Hermann Vaske's Conversations with the Masters of Advertising by Keith Reinhard
All your favorite icons are in here - well worth the read - a little text heavy but there is gold to be found if stick with it. The book documents the very personal and different aspects of being creative.
5. A Smile In The Mind by Beryl McAlhone and David Stuart
This is fantastic, no compilation like it. I understand the world of design has been screaming for a new up-to-date version. It may be in the works, until then read this one.This book is about making graphics memorable by using witty thinking. It argues that ideas which happen in the mind, stay in the mind.
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