Shuyan Wu

National Leek Council

Logo design · branding & identity


We are the folks who say... "leek!"

National Leek Council

Logo & identity system for the fictional National Leek Council.

The leek symbol highlights two contrasting qualities: the bold vertical stem showcases the leek’s robust and hearty nature, while the nested form up top reveals the leek's inner complexity and geometric elegance.

National Leek Council - process

Initial exploration

Brainstorming & studies.

National Leek Council

Sketches and stampings that explored the formal and structural qualities of leeks.

National Leek Council

Early iterations of the National Leek Council logo.

National Leek Council

Further exploration & refinement

The logo was redrawn to place more emphasis on the elongated stalk and subtle changes in its curvature; shapes were simplified without losing the intricately nested pattern up top.

National Leek Council

Helvetica was the designated typeface. Different weights, letterspacing and casing were considered for the accompanying text, "National Leek Council". Helvetica 43 Lite was ultimately chosen to complement the strong graphic form of the logo while alluding to the refined structure and texture that subtlely lies under the leek's bold impression.

National Leek Council National Leek Council

Final design & applications

National Leek Council
National Leek Council