Louise Fili : 100 Logos A to Z

The book "Louise Fili 100 Logos A to Z" is a visual catalog of logos designed by typographer Louise Fili. Designed by School of Visual Arts to commemorate her 40-year career, A hand-lettered, almost decorative Serif typeface is used to mimic the style that is unique to Louise Fili. The book is a part of the 28th annual Masters Series Award and Exhibition and is almost part of the exhibition's branding. 

The entire cover consists of a single typeface at different sizes to suggest hierarchy and is colored in red, blue, black and white, classic to the style prevalent in Italy, Fili's home (ancestral) country. "Louise Fili" is printed largest, with space, just to highlight the name, suggesting the importance of the designer, while the exhibition's name is in pale blue, humbly giving way for the information that truly matters. The spine consists of only the words in red on the cover, and are treated similarly, to iterate what information is most relevant about the book.

A horizontal grid of about 10 rows is adhered to, to economize the space, with margins quite close to the edge of the cover. While there might be a risk of overdoing it when coming to ornaments, I think the use of simple curves and circles and placement are deliberate, to further insinuate a hierarchy. The most important information is not accompanied by embellishment, and each row begins to become progressively more ornamented, suggesting to the reader clearly what ideas or words they are to read first.

A challenge in my work is successful design and use of ornamentation, which I think is done quite well in this cover. The grid is used to separate each object in its designated space to allow a free-flowing rhythm of reading, while also creating clean, yet interesting negative space. All the above-mentioned aspects are where I lack and believe that studying more covers like these, and perhaps even mimicking it would allow me to better understand and execute these ideas.