who is louise fili?Louise Fili is a New York-based graphic designer and founder of Louise Fili Ltd, which specializes in logo, package, restaurant, and book design. Formerly senior designer for Herb Lubalin, Louise was art director of Pantheon Books from 1978 to 1989, where she designed close to 2,000 book jackets. She has received Gold and Silver Medals from The Society of Illustrators and New York Art Directors Club.

“I have three interests: food, type, and Italy. My studio is an archive of objects collected from European flea markets, juxtaposed with a hodgepodge of bottles, jars, and boxes that we have designed for specialty food clients. Some visitors enter the conference room and think they are in a supermarket. Coffee, preserves, olive oil, biscotti, or Prosecco, anyone? The bistro chairs arrived one day from a restaurant client in an effort to settle a debt.”

packaging designLouise’s designs are inspired by art deco, old Italian film posters and packaging from the 1940’s. She manages to produce quality designs with a classic look, but a modern twist.

restaurant design“Restaurant branding had always intrigued me, but it was a difficult business to get started in. By the time I would read about a new restaurant endeavor, it was already too late to approach the client about a logo. My first restaurant experience was a complete fluke. I had recommended a local restaurant to a friend, who got to know the owner, who was starting a new venture.”

logos“A logo is a typographic portrait, and in the case of restauarant, it must exude appetite appeal. As I always tell my students, setting a word in a font does not make it a logo!”

books“A logo is a typographic portrait, and in the case of restauarant, it must exude appetite appeal. As I always tell my students, setting a word in a font does not make it a logo!”