Congratulations to graphic artist and author Louise Fili for her impressive body of work. This book celebrates decades of logos that she has created, encompassing businesses from A-Z, from wineries to restaurants to publishers.

Her style is wonderfully unique and blends old-world charm with sophistication and whimsy. Her designs have incredible range, from delicate scroll fonts to expressively bold Art Deco imagery. I also love how Fili succinctly describes her vision of the how and the why for each of the logos/businesses that she has given life to.

It was difficult to choose my favorites..... but here are ten of her logos that I adore (alphabetized of course because I simply cannot choose).

Ambessa
Bella Cucina
Big Island Bees
Gelato Fiasco
Monzu
Paperless Post
Rusticator Rum
Sarabeth's
Sfoglia
Trattoria Italienne

This book is a wonderful resource for artists and designers, but also a must-have for potential entrepreneurs looking to build a new brand.

Thank you to Chronicle Books | Princeton Architectural Press and NetGalley for the e-arc.
This was a delightful, informative, quick read especially for those who are interested in commercial arts. An alphabetical journey through logos the author has created along with a brief explanation of the logo's design. Although, I do wish there hand been a bit more explanation for each logo. The author has indicated a desire for creating a second volume. I think it would be interesting to see how a logo is developed; what are the draft ideas, sketches, etc.? But all-in-all a lovely book!

That was a fun little journey... short and sweet, concise and to the point, just like a logo needs to be. I appreciate that any time there was a word from another language besides English, I got a definition for it. I love learning things unexpectedly like that. And each time was a successful teacher to be able to convey the message with memorable art. Another thing I learned from this book, at the very end: never did I imagine one person creating logos has a whole team helping implement the vision. It's amazing, also, to take oneself out of their art or their craft for the ultimate vision to be realized. How fascinating is that?

I think my very favorite logo here was for Quite Literally Books, for the reason behind the design and how the elements came together in a deceptively simple final form-- namely the linked double o's. I loved the thoughtfulness of the themes, reasons, and design challenges behind some others as well.

From chunky letters to bold colors to provencel to lush, romantic throwbacks evocating memories from time gone by. Some of the pages invite you in with their drawings, the glitzy swirls of the typography, the descriptions of the actual businesses the logos were created. Some logos are sublime in their simplicity while others have more drama in their presentation. From wine labels, business cards, matchboxes, logos small enough to go on a watch winder and be enlarged onto a shed.

This book is an extraordinary collection of exceptional logos. While it is interesting to look through it and study the different works and read Louise Fili's description and choices for each logo, I'm not certain this is a book I would personally invest in. I definitely can see see a graphic artist being very interested in this book.

Thank you to the author, NetGalley, and Chronicle Books for an Advanced Reader's Copy in exchange for an honest review.

This book is an absolute treat for the senses!! All of the designs in this are sumptuous and fun and interesting to flip through. This is exactly the kind of book I would love to curate in a collection of art books to give my brain a creative boost and palette cleanse.

Lovely, five star read!

This was a really interesting read! I loved the first pages with title information in a font shape. As an artist I am very visual so having a single sentence explaining the logos were great. It was easy to look through, and the logos were the focus. I felt out of touch with the brands a bit being outside New York and surrounding areas, so feel this would cater to those familiar with the names and products.

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 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.


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

—ARC Review from NetGalley—

Okay… I’m going to start off and say from a designer point of view, I LOVED the Copyright Page. Yes, you read the correctly. The Copywrite Page. It was designed in the logo of the book which was just a fun idea because who ever does anything special with that page that is passed over in a book 99% of the time?!

Fili’s designs show that she has a signature style. For the most part, her designs are all unique but also feel like they could be related. I wish there had been more information on her creative process. Even if it didn’t go into her process with each logo, a single chapter on how she approaches her initial designs, revisions, style, etc.

This book was a VERY quick read. Each spread is a single logo with 3 lines of text but it was fun to flip through.

Rating: 4/5

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 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

One hundred beautifully designed logos are included in this treasure of a book! Especially appealing are the accompanying descriptions of why the designs were chosen. A must-read for all language lovers!

"...unapologetically offering discounts to anyone with a new business starting with the letters Q or Y"
^The things we do for art.

This is my first art book I have actually read or looked into. I've taken calligraphy in school and I have a natural love of things in the swirly Art Nouveau style but I have never stopped and taken a detailed look at art. I have since learned I need to look into Italian ceramic tile work because I like that style as well.

These Logos and stand alone letters are beautiful to look at. There is so much character and detail to appreciate in them. Thinking about today, logos are sort of boring with the big bold and flat colors.

The book shows a huge range of styles and skill to make these logos iconic in a range of complexities.

As a girl who always wanted to be a graphic artist, I appreciate this book. It is a coffee table book for those of us who LOVE the art of font, color, and design, and bringing the two together. So many recognizable logos in this book. It is just amazing to see how each design captures the essence of the business or purpose. Just stunning artwork. I would have loved to read a little more about each, but maybe that wasn't the point of the book. Regardless, it is beautiful in every way, and I appreciate it. Louise Fili's work is absolute perfection! It is not easy to create art and satisfy the client at the same time. So unbelievably impressed!