100 Logos: A to Z

This endearing coffee table book showcases brand logos made by graphic designer Fili (Louise Fili: A Designer’s Process). One day, Fili, a designer known for her use of typography, realized that throughout her career she had “designed a logo for almost every letter of the alphabet.” (“Had it not been for Zelda,” she muses, “I don’t imagine that I ever would have thought about it.”) Thus she set out to achieve alphabetical totality: “I was unapologetically offering a discount to anyone with a new business starting with the letters Q or Y.” Each logo is accompanied by a brief description of its inspirations and influences: the logo for the Bedford Post, an inn in Bedford, N.Y., projects the business’s deep roots in the community with an image of the owner’s grandfather on a vintage postage stamp; a redesign of the Good Housekeeping Seal of Approval seeks to exude trustworthiness with its simplicity; the logo for the publishing imprint Hyperion incorporates a type of daylily that also goes by that name; and booksellers with a sidelines section will be tickled to note that Fili designed the “vintage Italian” box that old-timey double-sided Perfetto pencils come in. Between the quixotic endeavor and the zen sense of completion, this charms. (Aug.)