The leuK Mark is not a static design — it is a living formula. It represents a set of timeless, universal principles brought together into a visual code:
l .: e .: u = K
Each character in this formula holds deep purpose, both conceptually and visually. Together, they form a clear, harmonious path — a guide for human behavior rooted in clarity, connection, and karmic consequence.
The formula is not decorative. It is declarative. Each element — typographic or symbolic — carries conceptual and philosophical weight. This brand book exists to preserve that weight in every use.
Using this formula in any visual context is a commitment: to clarity, to respect, and to action that resonates — not just looks good.
The lowercase l stands for logical action: rational thinking, critical analysis, and consistency in reasoning. It reflects action that is grounded in clarity and structure. In the design, it is essential that the l features a slight rightward curve at the bottom — distinguishing it from the numeral 1 or uppercase I — to ensure accessibility and accurate interpretation across all uses.
The lowercase e stands for ethical action: compassion, fairness, and moral judgment. It is the human conscience, the heart’s calibration. It anchors the formula in care and responsibility — turning logic into action with soul. Ethically aligned action is what makes intention meaningful.
The lowercase u stands for universal action: action that transcends individual interest and considers the well-being of the whole. It symbolizes interconnectedness — the understanding that each action echoes throughout the system. It is inclusion, planetary responsibility, and collective intelligence.
In mathematics and logic, an operator is a symbol that performs a specific action between elements. It shows how values relate to or influence one another. Think of + for addition, − for subtraction, or / for division. These symbols don’t just sit between numbers — they create meaning through interaction.
In the leuK formula, we introduce a new operator. We call it the amplifier.
We studied characters and alphabets from various cultures and languages to explore different styles. Think of Greek, Arabic, Hebrew, Sanskrit, Maya, Quechua, Ogham (Old Irish), and African and Asian scripts. We looked at ancient pictographic languages like Egyptian, Runes, and Chinese and modern symbols such as emoticons, alt codes, and characters used in math and science. Who knows – we might have found a connection there.
We arrived at a symbol that can easily be represented using a standard keyboard.
The amplifier is a core mechanism in leuK, designed to enhance the interaction between fundamental pillars such as logical (l), ethical (e), and universal (u) action. It strengthens the connection and collaboration between these elements, amplifying their collective impact.
The equals sign signifies direct equivalence. It is not metaphorical — it is mathematical. Acting logically, ethically, and universally is the same as walking the Karmic Path of The Golden Rule. The formula doesn’t suggest — it declares. It leaves no room for partial application.
When we examine the meaning of K, we see that it can be interpreted in various ways (depending on the context):
- Walking the Karmic Path of The Golden Rule (for people in a karmic/spiritual state)
- Walking the Kingly Way of The Golden Rule (for people in a religious state)
- Walking the Kingly Way of The Law (for people in a governmental state)
If possible, we wanted to incorporate these meanings into the K icon. And since all variants of the leuK wordmark can appear in any font, it would be ideal if the K icon could be created – just like the operator .: – using existing keyboard characters. The capital letter K consists of a vertical line and a left-pointing arrow. You can create this on the keyboard with a capital I and the < (less than symbol), resulting in: I<. Depending on the font used, this resembles a K to varying degrees. Could that K be better visualized?
We therefore adopted the pipe symbol |, the vertical line used in mathematics, physics, and computer science. The pipe is straight and has no serifs (the crossbars – ‘shoulders’ and ‘feet’ – at the ends of a letter line, as often seen in old newspaper fonts) in any typeface. Visually, the pipe also represents the one, hence, unity. The < was replaced by the { (curly brace), creating a much better-proportioned overall shape. The curly brace symbolizes:
- the spread of the principle of karma (from the unity/pipe, away from the brace)
- the reciprocity of karma (towards the brace, towards the unity/pipe)
By placing the two characters together and manually tweaking them, we brought the shape more proportionately to the other characters in the formula, and we now have a recognizable and unique icon. At the same time, it can be made in infinite font variations.
Our K icon is truly a ‘Hero with a Thousand Faces’.
Why l, e, and u Are Lowercase — and K Is Capitalized
The design of the leuK formula is intentional — down to the very shape and case of each letter. The choice to present l, e, and u in lowercase and K in uppercase is more than a typographic decision. It reflects the flow of transformation that the formula represents.
Lowercase l, e, u: The Foundation of Humble Action
The use of lowercase letters for l, e, and u is a deliberate design choice that reflects the nature of the actions they represent: logic, ethics, and universality. These qualities form the foundation of conscious human behavior — actions rooted in awareness, reflection, and humility.
The lowercase form symbolizes openness to learning, modesty in approach, and subtlety in intention. It grounds the formula in everyday life, reminding us that powerful change often begins with small, consistent choices.
These are not loud virtues — they are lived ones, quiet in form but transformative in effect. Importantly, l, e, and u are not ends in themselves — they are in service to something greater. Together, they exist to generate and uphold the integrity of K.
Uppercase K: The Elevated Outcome
In contrast, the uppercase K stands apart as the visual and philosophical culmination of aligned action. It represents the Karmic Path of The Golden Rule — the moment when humble inputs rise into expanded clarity.
The capital K symbolizes elevation, realization, and fulfillment. It is the outcome of living according to logic, ethics, and universality. By capitalizing the K, the formula doesn’t just state a conclusion — it reveals a journey.
When l, e, and u are practiced with sincerity and alignment, they do not remain small. They lift the K into being — they give it form. In this way, K is not just a result — it is the reason.
