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“They have been a constant inspiration for me,” says Fili. “I also
love designing with triangles and use any excuse to taper type
to a point.”
Given the shape the type was to fit into, Fili hand lettered it based
on 1930s typefaces. The juxtaposition of an upright script and a
chunky Deco font created a good balance. “I wanted the logo to
have a timeless yet slightly nostalgic mood,” Fili explains.
Because her client had a limited budget, she presented only one
direction, which was the clear winner among three options she
designed at her studio. Fili showed them a number of color schemes
and let them choose the pink-and-orange combination, which ...