AFTER:

A new logo was designed again making use of a large “L” as the primary element. This time the letterform took on the shape of a stylized steel beam, with gradations giving the symbol the appearance of reflective metal. A stronger font was introduced in representing the name, as it should read. The “L” is also a recognizable identifier for the company as a stand-alone graphic. When reproduction specifications make gradations not possible, the “L” may be presented in solid black or gray.

NOTE: This makeover appears in the new book "Logos Redesigned: How 200 Companies Successfully Changed Their Image" (http://tinyurl.com/ahx36) by David E. Carter. The book was recently released by Harper Design, an imprint of HarperCollins Publishers.

Alina's Feedback:

Jeff's redesign is much "stronger" than the original logo (sorry, couldn't resist). It says "steel" far more expressively than the original design through the bold, steel-shaped and colored letter "L" and sans-serif typeface for the name. As Jeff noted, the original logo had legibility issues with the word "steel" stacked vertically in the upper right-hand corner. It reads before the word "Lampros," which makes it come across more as a decorative element rather than part of their name. The new logo reads quickly and more accurately due to word position, simple, bold typeface, and strong black color.

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