A Word in a Font is Not a Logo

I finally had time to sit down and read the latest edition of Inspire – The Magazine About Packaging & Design by Iggesund. I was delighted to see the feature on famed designer Louise Fili.


The article talks about her start in the industry working for Herb Lubalin, her work at Pantheon where she created over 2,000 books covers and how it led the way for her evolution into logo design. Today, as she designs food packaging she has remained true to the pillars of her work since she launched as an independent designer: “food, type and all things Italian.”


The piece was a perfect read on this late December afternoon. As we head into the new year, here is an excerpt from the article where Fili provides some tips to designers:

  • You can’t just set a word in a font and call it a logo.
  • Don’t even think about designing a book jacket until you read the book first.
  • Never illustrate the title, whether for a book jacket or a logo.
  • Never use blue when designing for food, except for Saltine crackers and chocolate.
  • Combine design with something you are passionate about.

For more inspiration in the new year, join Parse & Parcel.

Images via Louise Fili Ltd.

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