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.

Initial exploration

Brainstorming & studies.

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

Early iterations of the National Leek Council logo.

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.

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.

Final design & applications