“Logo design is like childbirth,” explains New York-based graphic designer Louise Fili. “The process is excruciating but once you’re finished you’re ready to do it again.”
The Italian-American’s designs have graced thousands of book covers, and her studio, which launched in 1989, now focuses on restaurants and food packaging.
BBC Designed spoke to the designer in her New York studio, which is filled with the hundreds of colourful Italian designs that both inspire and complement her work.
In the interview, Louise reveals the two very important lessons she learned during the redesign process for her main gelato client, Gelato Fiasco.
“A good design can actually make a product taste better… it’s true!” she exclaims. “And secondly that a bad name came be made better if the typography is good.”
Find out more about Louise Fili’s work in the video above.
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