The leuK Mark, in its complete form, is a formula. And like any formula, its effectiveness depends on clarity, structure, and fidelity to form. Typography is not just how we shape letters — it’s how we shape purpose.
That’s why selecting the right typeface was not a cosmetic choice. It was a quest.
The Quest for the Perfect Font
We had two key principles before starting the design of our logo:
- We wanted to choose a font that remained highly legible in both small and large sizes. Instead of using a Light, Regular, or Bold version, we opted for the Medium weight.
- The lowercase letter “l” needed to have a slight rightward curve at the bottom to prevent it from being mistaken for the number “1” or an uppercase “I.”
As a bonus, it would be ideal if the entire logo could be typed using a standard keyboard, though this was not a strict requirement.
After reviewing and testing many typefaces, we discovered Ubuntu. We immediately saw a beautiful connection to the purpose of this word. It felt like it was meant to be.
Why Ubuntu?
After reviewing dozens of typefaces, the choice became obvious: Ubuntu.
Born in 2010, the Ubuntu font is more than just typography – it’s a visual philosophy. Created by the renowned London-based type foundry Dalton Maag, this font carries the spirit of its namesake: an African concept of community and human connection.
Just like leuK’s core values, Ubuntu represents a profound belief in collective strength and shared purpose. Its African roots embody the principles of mutual understanding, collaboration, and genuine human relationships – precisely the ethos that defines our brand’s character.
Designed specifically for digital screens, the font embodies clarity and modern simplicity. Its clean, humanist lines make it incredibly versatile, equally at home in tech interfaces, corporate branding, and creative projects.
Typographic Flexibility — Within the Frame
While Ubuntu Medium is integral to the leuK Mark, it’s important to note that these logos function as standalone elements, distinct from your brand’s overall visual identity.
As you incorporate the leuK Mark into your brand ecosystem, you have the freedom to select and apply your own brand fonts for all other design elements. This approach allows you to maintain your unique brand voice and visual consistency across your communications, while still featuring leuK’s distinctive logo as a complementary element within your broader design framework. Please visit the allowed and not allowed presentations.
Flexibility is key in applying typography within the leuK Mark but within clear boundaries. While the leuK Mark is essentially a label with a fixed typeface, we offer the unique opportunity to customize the Mark with a typeface of your choice for all applications.
We encourage creative typographic exploration in all other applications – such as digital media, marketing materials, presentations, and brand communications. This creative freedom allows you to adapt the logo to various contexts and moods, from stylish to classic to playful and futuristic. However, it’s crucial to emphasize that regardless of the chosen typography, the original characters and glyphs of the Mark must be maintained. This ensures that leuK’s core message, philosophy, and recognizability remain intact, even as the appearance changes.
The Mark may be adapted typographically, as long as the essential characters and relationships remain unchanged.
Accessibility Considerations
When selecting typography for our brand identity, it’s crucial to prioritize accessibility and legibility for all audiences. While we encourage creative freedom in typeface selection, certain key features must be present to ensure clarity and prevent confusion:
- The chosen typeface must have a lowercase ‘l’ (el) that curves slightly to the right at the bottom. This distinguishes it from the numeral ‘1’ or uppercase ‘i’, preventing potential misreadings.
- The typeface should include a clear and distinct pipe symbol (|).
- The character set must have a well-defined curly brace ({).
Combining the pipe symbol and curly brace should allow for designing a clear and recognizable uppercase ‘K’ when needed.
Beyond these specific requirements, there’s considerable flexibility in typeface selection. You may opt for bold or light weights, straight or italic styles, and modern or classical designs. The key is to maintain readability across all applications and for all users.
Remember to consider contrast ratios, both in online and offline applications, to ensure that text remains legible for users with visual impairments, including those with color blindness. While creativity is encouraged, the primary goal is constantly clearly communicating our brand message. By adhering to these guidelines, we can create a typographic identity that is both visually appealing and accessible, reinforcing our commitment to inclusive design and clear communication.
