Louise Fili

Thank you to NetGalley and the publisher, Chronicle Books, for this ARC in exchange for a fair and honest review. The thoughts and opinions expressed below are my own.

This was a pleasure to read. Each of the logos is fun to study for their details and the appeal of the designs. Fili's notes about the inspiration for her designs are simultaneously detailed while not overwrought, showing the inspiration behind her creation process. I'm curious to know if she's kept such notes on every single show more design that she's worked on. She has such an extensive frame of reference and I want to hear more about her process. (There's a droll quality to her annotations.) What fascinates me most is the way that she can create such a variety of designs, with input from the clients about the direction that they'd like the logos to go in, while maintaining her own distinctive signature. Studying the designs gives one a greater appreciation for the thought process, craftsmanship and time that goes into the creation of a memorable logo; from typography (the swirling design on the copyright page is clever) to shape to color choice. show less

Just lovely, such cool type and material vocabularies at work. It made me want to get up and bake a cake and decorate it, which is something.

I received this e-book ARC of 100 Logos: A to Z by Louise Fili through Net Galley from Chronicle Books in exchange for a truthful review.

This book is a visual delight, featuring 100 logos designed by the Louise Fili Ltd. design group.
There is at least 1 logo for each letter of the English alphabet, hence the title.

Each page contains the logo (many reproduced on matchboxes. I have forgotten: were restaurants giving out branded matchboxes a thing? still a thing?), with a 1-2 sentence blurb show more about the logo.

Each logo is covered by a Copyright watermark, and I understand why, but this makes viewing some of the designs a bit difficult. I don't know if this is just for the ARC or will be in the hardcopy as well.

I especially liked the cool A-Z design of the Copyright page!

My favorite logos featured:

No. 20 Crane & Co. 2011 logo
No. 23 Ecco, an imprint of HarperCollins, 2000 logo
No. 50 92nd Street restaurant 2001 logo show less

Fun little novelty book about what we get from Italy, ranging from gelato to ex voto.