Chris McGregor
Sign Design & Graphics Ltd.
My journey into design began over 20 years ago, fresh out of advertising school and diving into the world of freelance work. I found myself scanning countless ultrasound negatives for a company while exploring the importance of personal identity in design. As a young designer, I couldn’t afford to turn down any opportunity—each project was a chance to discover who I was as an artist and how I wanted my creative journey to unfold. But over time, I started feeling like I was recycling the same ideas. The work began to feel repetitive, and that’s when I stumbled upon the idea of Phenomenology—the concept of allowing things to manifest on their own. It was a revelation that sparked something in me.
During this time, I created L’B, a character designed to inspire curiosity. A conversation at OCAD, where someone referred to God as an unattainable version of oneself, led me to envision L’B as my own unreachable alter ego. The reactions people had when encountering L’B fascinated me, as their interpretations seemed to reflect their own psyches. Although I initially didn’t claim L’B as my own creation, over time it became central to my life—more than just a logo, it became my guiding principle and a reminder of where I started and where I’m headed.
Now, through Sign Design & Graphics Ltd., I apply that same philosophy of simplicity and meaningful design to every project. Whether it’s a logo, vehicle wrap, or signage, our process always starts with one idea—because I believe that the best-designed logos and concepts often have humble beginnings. In every design, I focus on clean lines, bold shapes, and a thoughtful approach that speaks for itself and endures over time. Simple design, for me, is the most powerful form of expression—uncomplicated yet impactful.
At Sign Design & Graphics Ltd., we live by that principle: transforming visuals into something tangible, creating designs that are not only functional but also enduring. Our work is a continuous evolution, grounded in simplicity, passion, and a belief that good design can change the way people experience the world around them.
