Leica Geosystems

Official Websites

• https://leica-geosystems.com
• https://leica-geosystems.com/en-us
• https://leica-geosystems.com/en/services-and-support/product-services/myworld—customer-portal
• http://www.leica-geosystems.com

Brand Guidelines

2014

Brand Summary

Mission

• To provide reliable measurement and surveying solutions, emphasizing precision and quality for professionals who require accurate spatial information. The tagline ‘when it has to be right’ encapsulates the brand’s commitment to dependability and excellence in geospatial technology [^1].

Core Values

• precision
• quality
• dependability
• service
• global consistency
• trusted results

Target Audience

• Professional surveyors, engineers, and business partners (distributors and service partners) who operate in measurement, surveying, and geospatial industries, requiring high-quality, reliable instruments and support [^2].

Personality Traits

• professional
• trustworthy
• innovative
• global
• consistent

Visual Identity Overview

• The visual identity is defined by the prominent use of the Leica Geosystems logo in bold red (Pantone 185C/U) on a white background, with strict rules for logo usage, proportions, and color palette. The brand employs clean, minimalistic layouts, technical imagery, and consistent application of logos and taglines across all materials. The font Signa Column is used for typography, and visual elements emphasize clarity, professionalism, and technical expertise [^3].

Categories

Brand Imagery

• Business Partners shall use only colour pictures of Leica Geosystems products with a resolution of at least 72 dpi and in JPG format. Such pictures can either be downloaded from Leica Geosystems’ website or from the Leica Geosystems’ MediaSource (see hereinafter under “Download”). These downloaded pictures may be reduced, but shall never be enlarged, as the resolution is not sufficient for an enlargement, which would result in a reduced quality of the picture. In case of need of larger pictures or graphics, please get in touch with your local marketing contact or dowbload images from the Leica Geosystems MediaSource.
• Pictures and graphics shall never be modified (such as, but not limited to, modification of the colours, forms, alignments, backgrounds, brightness, special effects or collage) and shall never be put in an inappropriate context.
• Business Partners hereby assure that all pictures and graphics shall always be of Leica Geosystems’ latest edition and shall correspond with the Leica Geosystems’ product offering currently advertised and offered for sale. It is Business Partners’ sole responsibility to keep all information, pictures and graphics up-to-date with respect to Leica Geosystems’ product offerings.
• Make sure to print in as high a screen density as possible. Also please ensure that all photos are available in the right resolution. For offset print, the images must be CMYK converted. Finally, you should check the colours on an electronical proof print before sending it to the printer. In case of doubt or questions please contact the Leica Geosystems Marketing Communication Department.

Color Palette

• The letters of Leica Geosystems logo shall be red (matching Pantone 185C for coated paper or 185U for uncoated paper) on a white background. For four-colour printing CMYK (0/100/75/00) shall be used.
• The letters in the tagline “- when it has to be right” shall be grey (matching Pantone 432C for coated paper or 432U for uncoated paper) on a white background, except the word “right” which has to be written in red (see logo above). For four-colour printing CMYK (20/00/00/80) shall be used. The red letters in the tagline are identical in colour to the red of the Leica Geosystems logo.
• The use of the red logo on transparent backgrounds, e.g. signage on windows or perspex display stands, shall be allowed.
• The use of a white logo or of a white Leica logo in a red circle as background and any similar combination shall be exclusively reserved to the Leica Camera Group and shall be strictly forbidden for Business Partners of Leica Geosystems.
• A black logo on a white background may be used where permanent media is printed in black and white (e.g. faxes, some newspapers) or where advertising is placed in black and white. The logo shall not be used in any other colour unless extraordinary circumstances prevail, e.g. building codes require standard signage colours, but then Leica Geosystems’ prior written consent is needed.
• The use of special patterns, outlines, background shapes or shadow effects is not allowed. The use of shadow effects is allowed only for electronic media, such as videos and shows. All retouches, animations, changes, etc. require Leica Geosystems’ prior written consent.
• Pantone 185 0C 100M 75Y 0K RAL 3020 Hexa-Code FF0033 255R 0G 51B
• White 0C 0M 0Y 0K RAL 9016 Hexa-Code FFFFFF 255R 255G 255B
• Pantone Process Black 0C 0M 0Y 100K RAL 9005 Hexa-Code 000000 0R 0G 0B
• Pantone Cool Gray 10 0C 2M 0Y 60K RAL 7011 Hexa-Code 666666 102R 102G 102B
• Pantone Cool Gray 6 0C 0M 0Y 31K RAL 7042 Hexa-Code 999999 153R 153G 153B
• Pantone Cool Gray3 0C 0M 0Y 17K RAL 7035 Hexa-Code CCCCCC 204R 204G 204B

Typography

• The font for Leica Geosystems is Signa Column. Signa Column has been licensed to Leica Geosystems worldwide. Agencies and printing companies are required to purchase their own licensed copy of Signa Column. Please note that it is illegal to hand over fonts to suppliers. The license only covers use by Leica Geosystems.
• When using fonts in other alphabets than Latin, use fonts that are as close to the visual feel of a Signa Column as possible. That means they should be grotesque – without serifs – and slightly square or blockish in appearance.
• When used within a product name, “Leica” must be typed in normal fonts, never use the Leica logo!

Logo Usage

• Any use of the intellectual property of Leica Geosystems, such as, but not limited to, trade names, trademarks, logos, logos, communication and marketing material, is strictly prohibited except as provided for in these guidelines or in any other contractual agreement with Leica Geosystems. Distributors and Service Partners are hereby advised that Leica Geosystems will aggressively enforce its intellectual property rights to the fullest extent permissible.
• It is hereby strictly forbidden to use any trademark, marketing and communication material and/or any information of Leica Geosystems in a way that will impair the perception in the markets of the quality image associated with such trademarks and/or information or that will cause any confusion in the markets as to the relationship between Distributors and/or Service Partners on the one side and Leica Geosystems on the other side.
• The Leica logo shall exclusively be used on products and product packaging material. Business Partners shall not place the Leica logo on any of their local products and/or packaging material. The Leica logo shall not be removed, covered or modified in any way whatsoever.
• Local terms of the Leica logo such as “General Distributor” or other modifications are strictly forbidden.
• The Leica Geosystems logo with the tagline “when it has to be right” (hereinafter referred to as “logo“) is used for communication purposes to clearly distinguish Leica Geosystems Group from the Leica Camera Group and Leica Microsystems Group which are entirely autonomous groups and whose shareholders are totally independent of Leica Geosystems’ shareholders.
• The logo with tagline shall not be modified or recreated as a new model or new artwork. The only exception to this are on signs, exhibition booths and very small giveaways where the tagline can be omitted. The logo shall never be used on products.
• The logo is made available to Business Partners for download on the Leica Geosystems MediaSource in various formats.
• The logo shall never appear in a line of text or be mixed-up with other words and/or graphics. The words “Leica Geosystems” may be used in a line of text.
• The letters of Leica Geosystems logo shall be red (matching Pantone 185C for coated paper or 185U for uncoated paper) on a white background. For four-colour printing CMYK (0/100/75/00) shall be used.
• The letters in the tagline “- when it has to be right” shall be grey (matching Pantone 432C for coated paper or 432U for uncoated paper) on a white background, except the word “right” which has to be written in red (see logo above). For four-colour printing CMYK (20/00/00/80) shall be used. The red letters in the tagline are identical in colour to the red of the Leica Geosystems logo. The use of the red logo on transparent backgrounds, e.g. signage on windows or perspex display stands, shall be allowed.
• The use of a white logo or of a white Leica logo in a red circle as background and any similar combination shall be exclusively reserved to the Leica Camera Group and shall be strictly forbidden for Business Partners of Leica Geosystems.
• A black logo on a white background may be used where permanent media is printed in black and white (e.g. faxes, some newspapers) or where advertising is placed in black and white. The logo shall not be used in any other colour unless extraordinary circumstances prevail, e.g. building codes require standard signage colours, but then Leica Geosystems’ prior written consent is needed.
• The use of special patterns, outlines, background shapes or shadow effects is not allowed. The use of shadow effects is allowed only for electronic media, such as videos and shows. All retouches, animations, changes, etc. require Leica Geosystems’ prior written consent.
• Authorised Leica Geosystems Distributors who use the Leica Geosystems logo in their written communication will be provided with a special Distributor logo.
• The Distributor logo must always contain all its elements: the red bar, the “Authorised Leica Geosystems Distributor”, the logo Leica Geosystems, and the tagline “-when it has to be right”, except for stationery such as business cards, letterheads and envelopes where the red bar and border can be omitted (please see hereinafter under “Business Cards” and “Letterheads/Envelopes”).
• The size of the logo can be changed as needed, but the proportions of the elements must remain the same.
• Basically, there are two options for Distributors and Service Partners to use the Leica Geosystems logo on communication tools: • on their own stationery and communication tools and • on material provided by Leica Geosystems and then “branded” by the Distributors and/or Service Partners.
• On the following pages the use of the logo in both communications is shown and explained. The rules apply for business cards, letterheads, envelopes, brochures, flyers, manuals, adverts, newsletters, TruStories (Case Studies), exhibition stands, advertising on cars and CD labels and covers. Please read it carefully. In case of doubt please do not hesitate to contact Leica Geosystems Marketing Communication Department.

Tone And Messaging

• Brand presence and brand consistency are one of the most important aspects of being recognisable on a global scale. A brand is an intangible asset and it can sometimes appear difficult to see what operational steps you can and should take to preserve the brand.
• When you as a Leica Geosystems Distributor and/or Service Partner use the Leica Geosystems logo, you get the benefit of one of the strongest brands in the world. At the same time, you help us reach local markets, which means that you are given the option of adapting Leica Geosystems marketing materials to local conditions.
• It is hereby strictly forbidden to use any trademark, marketing and communication material and/or any information of Leica Geosystems in a way that will impair the perception in the markets of the quality image associated with such trademarks and/or information or that will cause any confusion in the markets as to the relationship between Distributors and/or Service Partners on the one side and Leica Geosystems on the other side.
• Leica Geosystems encourages its Business Partners to use the Logo “Leica Geosystems” with the tagline “when it has to be right”, its other trademarks and all communication and marketing material in order to reinforce and communicate the positive attributes of these trademarks and information in the worldwide markets and to communicate Business Partners’ business relation with Leica Geosystems, provided, however, such use is in strict compliance with these guidelines.
• The logo with tagline shall not be modified or recreated as a new model or new artwork. The only exception to this are on signs, exhibition booths and very small giveaways where the tagline can be omitted. The logo shall never be used on products.
• The logo shall never appear in a line of text or be mixed-up with other words and/or graphics. The words “Leica Geosystems” may be used in a line of text.
• The use of Leica Geosystems’ slogans, straplines, taglines and similar (not including product related advertising headlines) which are used by Leica Geosystems in combination with the Leica logo, the Leica Word or the Logo shall be exclusively reserved to the unfettered use by Leica Geosystems. Any modification of such slogan, strap-line, tagline or similar as well as any unauthorised use in combination with the Logo or Business Partner’s trade name and logos is strictly forbidden. This applies in particular to the tagline “when it has to be right”, the rules for which are set out above.
• Translations of marketing material, including all product documentation, by Business Partners are permitted, provided that the content and intended message is complete and not altered in any way whatsoever. Any translation of texts of any kind and in whatever form or appearance that may have an impact on the warranty and/or product liability obligations of Leica Geosystems, such as, but not limited to, product documentation, handbooks, user manuals, warning labels, product or technical descriptions, labels, signs and pictograms, is subject to prior approval in writing by Leica Geosystems. In case of doubt whether a translation is subject to Leica Geosystems’ prior approval, please contact the Leica Geosystems Marketing Communication Department.

Visual Style

• The logo with tagline shall not be modified or recreated as a new model or new artwork. The only exception to this are on signs, exhibition booths and very small giveaways where the tagline can be omitted. The logo shall never be used on products.
• The logo shall never appear in a line of text or be mixed-up with other words and/or graphics. The words “Leica Geosystems” may be used in a line of text.
• The letters of Leica Geosystems logo shall be red (matching Pantone 185C for coated paper or 185U for uncoated paper) on a white background. For four-colour printing CMYK (0/100/75/00) shall be used.
• The letters in the tagline “- when it has to be right” shall be grey (matching Pantone 432C for coated paper or 432U for uncoated paper) on a white background, except the word “right” which has to be written in red (see logo above). For four-colour printing CMYK (20/00/00/80) shall be used. The red letters in the tagline are identical in colour to the red of the Leica Geosystems logo. The use of the red logo on transparent backgrounds, e.g. signage on windows or perspex display stands, shall be allowed.
• The use of a white logo or of a white Leica logo in a red circle as background and any similar combination shall be exclusively reserved to the Leica Camera Group and shall be strictly forbidden for Business Partners of Leica Geosystems.
• A black logo on a white background may be used where permanent media is printed in black and white (e.g. faxes, some newspapers) or where advertising is placed in black and white. The logo shall not be used in any other colour unless extraordinary circumstances prevail, e.g. building codes require standard signage colours, but then Leica Geosystems’ prior written consent is needed.
• The use of special patterns, outlines, background shapes or shadow effects is not allowed. The use of shadow effects is allowed only for electronic media, such as videos and shows. All retouches, animations, changes, etc. require Leica Geosystems’ prior written consent.
• Pantone 185 0C 100M 75Y 0K RAL 3020 Hexa-Code FF0033 255R 0G 51B
• White 0C 0M 0Y 0K RAL 9016 Hexa-Code FFFFFF 255R 255G 255B
• Pantone Process Black 0C 0M 0Y 100K RAL 9005 Hexa-Code 000000 0R 0G 0B
• Pantone Cool Gray 10 0C 2M 0Y 60K RAL 7011 Hexa-Code 666666 102R 102G 102B
• Pantone Cool Gray 6 0C 0M 0Y 31K RAL 7042 Hexa-Code 999999 153R 153G 153B
• Pantone Cool Gray3 0C 0M 0Y 17K RAL 7035 Hexa-Code CCCCCC 204R 204G 204B
• The size of the logo can be changed as needed, but the proportions of the elements must remain the same.
• Any use of the intellectual property of Leica Geosystems, such as, but not limited to, trade names, trademarks, logos, logos, communication and marketing material, is strictly prohibited except as provided for in these guidelines or in any other contractual agreement with Leica Geosystems.
• It is hereby strictly forbidden to use any trademark, marketing and communication material and/or any information of Leica Geosystems in a way that will impair the perception in the markets of the quality image associated with such trademarks and/or information or that will cause any confusion in the markets as to the relationship between Distributors and/or Service Partners on the one side and Leica Geosystems on the other side.
• The Leica logo shall exclusively be used on products and product packaging material. Business Partners shall not place the Leica logo on any of their local products and/or packaging material. The Leica logo shall not be removed, covered or modified in any way whatsoever.
• Local terms of the Leica logo such as “General Distributor” or other modifications are strictly forbidden.
• The use of the former trade names, trademarks and logos, such as, without limitation, Wild, Wild Heerbrugg, Wild Leitz, Kern, Magnavox, Cyra, Laser Alignment and/or LH Systems, whether on their own or in combination with the logo (e.g. Leica Geosystems/Magnavox) is strictly forbidden.
• The font for Leica Geosystems is Signa Column. Signa Column has been licensed to Leica Geosystems worldwide. Agencies and printing companies are required to purchase their own licensed copy of Signa Column. Please note that it is illegal to hand over fonts to suppliers. The license only covers use by Leica Geosystems.
• When using fonts in other alphabets than Latin, use fonts that are as close to the visual feel of a Signa Column as possible. That means they should be grotesque – without serifs – and slightly square or blockish in appearance.
• Business Partners shall use only colour pictures of Leica Geosystems products with a resolution of at least 72 dpi and in JPG format. Such pictures can either be downloaded from Leica Geosystems’ website or from the Leica Geosystems’ MediaSource (see hereinafter under “Download”). These downloaded pictures may be reduced, but shall never be enlarged, as the resolution is not sufficient for an enlargement, which would result in a reduced quality of the picture. In case of need of larger pictures or graphics, please get in touch with your local marketing contact or dowbload images from the Leica Geosystems MediaSource.
• Pictures and graphics shall never be modified (such as, but not limited to, modification of the colours, forms, alignments, backgrounds, brightness, special effects or collage) and shall never be put in an inappropriate context.
• Business Partners hereby assure that all pictures and graphics shall always be of Leica Geosystems’ latest edition and shall correspond with the Leica Geosystems’ product offering currently advertised and offered for sale. It is Business Partners’ sole responsibility to keep all information, pictures and graphics up-to-date with respect to Leica Geosystems’ product offerings.
• It is allowed to place logos and logos of competitors of Leica Geosystems (such as, without limitation, Trimble, Zeiss, Topcon, Sokkia, Ashtech, Nikon, Pentax) on the same media as the logo, provided that such logos and logos are not larger than the Leica Geosystems logo. Reasonable space (minimum safety space of 40 mm on A4/US letter formats) must be provided between the competitors’ information and the logo to clearly and visibly distinguish them and to ensure that they are understood as separate companies in the markets.
• Logos or logos that stand for political and religious membership on the same permanent media as the logo are strictly forbidden. Logos or logos that stand for sporting memberships are not allowed, unless prior written agreement is received from Leica Geosystems Marketing Communication Department.

Layout And Composition

• The Distributor logo must always contain all its elements: the red bar, the “Authorised Leica Geosystems Distributor”, the logo Leica Geosystems, and the tagline “-when it has to be right”, except for stationery such as business cards, letterheads and envelopes where the red bar and border can be omitted (please see hereinafter under “Business Cards” and “Letterheads/Envelopes”).
• The size of the logo can be changed as needed, but the proportions of the elements must remain the same.
• Basically, there are two options for Distributors and Service Partners to use the Leica Geosystems logo on communication tools: • on their own stationery and communication tools and • on material provided by Leica Geosystems and then “branded” by the Distributors and/or Service Partners.
• On the following pages the use of the logo in both communications is shown and explained. The rules apply for business cards, letterheads, envelopes, brochures, flyers, manuals, adverts, newsletters, TruStories (Case Studies), exhibition stands, advertising on cars and CD labels and covers.
• Distributor logo (border -no bar): 19.7 mm height, 45 mm width.
• Distributor logo (no border -no bar): 19.7 mm height, 45 mm width.
• Distributor logo (no border): 19.7 mm height, 45 mm width.

Stationery Guidelines

• Due to the reduced size of business cards, an exception is defined for the rule established above. On business cards the Distributor logo is to be used without the red bar and the border, namely only the logo with the tagline.
• Similar to business cards, on letterheads and envelopes there is not enough place to insert the whole Distributor logo. The red bar and the border around the Distributor logo should be omitted in this case.
• This rule can, however, be modified for the envelope to be in accordance with postal rules and regulations.

Business Partner Promotional Material Guidelines

• In the Business Partners’ own corporate design, the Distributor logo should always be used with the red bar and the border. Thus it places the reference to Leica Geosystems in a manner that is prominent, but keeps the individuality of the brand. The Distributor logo can also be placed on coloured backgrounds, in pictures etc.
• In the Business Partners’ own advertisements the Distributor logo with red bar and border can be used as following:
• In the Business Partners’ own newsletters the Distributor logo with red bar and border shall be placed as following:
• Business Partners shall not use the Leica Geosystems word and/or the logo in press releases without prior written agreement by Leica Geosystems Marketing Communication Department. Uses in special advertisements announcing that the Business Partner has received a quality award from a branch of industry are allowed.
• The same is valid for other communication material, such as CD ROMs, their covers and labels.

Internet Guidelines

• This section regulates the use, either directly or indirectly, fully or in part, of Leica Geosystems’ trade names, trademarks, logos, logos or marketing and communication material on Business Partners’ websites or in Business Partners’ domain names (hereinafter referred to as “Internet Use”).
• For any Internet Use, the same regulations shall apply as for all other media as set out above in these guidelines, except for the specific regulations hereinafter, which take precedence. The legal provisions included on the internet sites of Leica Geosystems shall apply. These guidelines take precedence over such provisions on “Website Legal”.
• The use of Leica Geosystems’ trade names, trademarks, logos, logos and/or marketing and communication material for, or in connection with, the Internet Use (e.g. use of pictures and images, banners, mentions or links) shall be subject to prior written approval by Leica Geosystems (such approval being in Leica Geosystems’ exclusive and unfettered discretion) and shall be subject to full compliance with these guidelines, the legal provisions on fair and honorable competition and any other relevant legal requirements, as applicable from case to case.
• For use of Leica Geosystems’ marketing communication material on your internet sites please contact your local sales representative or your local marketing contact.
• In particular the Internet Use of Leica Geosystems’ trade names, trademarks, logos, logotypes and/or marketing and communication material, either fully or in part, on web-platforms not owned by Business Partners, such as, but not limited to, emarketplaces, portals, search engines or similar, are subject to prior written approval by Leica Geosystems.
• In the event that a Business Partner intends to make any modifications to the Internet Use after the original receipt of approval by Leica Geosystems, such modifications shall again be subject to prior written approval by Leica Geosystems.
• Leica Geosystems shall at any time be entitled by way of injunction by a competent court to order discontinuation of Business Partners’ Internet Use, either fully or in part, provided Leica Geosystems establishes a violation of these guidelines or any relevant legal provision by Business Partner. Leica Geosystems hereby reserves its right to claim for any loss and damage (including reasonable attorney’s fees) that it may incur as a consequence of the Internet Use by Business Partners in violation of these guidelines or any applicable legal provision.
• Business Partners may use Leica Geosystems’ logo, trademarks and product names on their websites, provided, however, that the objective of such website is to advertise and sell Leica Geosystems products.
• The provisions in as mentioned before shall apply to the use of the logo.
• The logo as well as the trademarks of Leica Geosystems that appear on Business Partners’ websites shall have a link to the websites of Leica Geosystems under the internet address www.leica-geosystems.com or to a local Leica Geosystems website, if existing.
• Product webpages can also contain so called “Deep Links” to Leica Geosystems product websites.
• The Distributor logo shall be positioned on top of the page (of the content area, not of the outside frames), on the right side.
• Business Partners shall use only colour pictures of Leica Geosystems products with a resolution of at least 72 dpi and in JPG format. Such pictures can either be downloaded from Leica Geosystems’ website or from the Leica Geosystems’ MediaSource (see hereinafter under “Download”). These downloaded pictures may be reduced, but shall never be enlarged, as the resolution is not sufficient for an enlargement, which would result in a reduced quality of the picture. In case of need of larger pictures or graphics, please get in touch with your local marketing contact or dowbload images from the Leica Geosystems MediaSource.
• Pictures and graphics shall never be modified (such as, but not limited to, modification of the colours, forms, alignments, backgrounds, brightness, special effects or collage) and shall never be put in an inappropriate context.
• Business Partners hereby assure that all pictures and graphics shall always be of Leica Geosystems’ latest edition and shall correspond with the Leica Geosystems’ product offering currently advertised and offered for sale. It is Business Partners’ sole responsibility to keep all information, pictures and graphics up-to-date with respect to Leica Geosystems’ product offerings.
• Links from Business Partners’ websites to Leica Geosystems’ websites are welcome, notwithstanding whether in form of a logo link, a product-picture link or a text link.
• The wording of such link may include the allowed statement of Business Partner’s business relationship with Leica Geosystems, such as “Authorised Leica Geosystems Distributor”, “Authorised Leica Geosystems Service Partner” or combination of both.
• Links to the websites of Leica Geosystems shall be notified to Leica Geosystems prior to their installation via email to webteam@leicageosystems.com, in order to assure that the domains and URL’s are correct and to enable Leica Geosystems to inform Business Partner about any needed modifications or changes of its domains and URL’s.
• Subject to agreement by Business Partner, Leica Geosystems may install a link from its own websites to Business Partner’s website. Each party installing a link shall be responsible for and shall bear all costs related to such link.
• The use, directly or indirectly, of Leica Geosystems’ trade names, product names or trademarks in domain names of Business Partners’ websites shall be strictly prohibited. Same shall apply for any form of combination with Leica Geosystems’ trade names or trademarks. Business Partner acknowledges and accepts that Leica Geosystems will not tolerate any violation of this provision. Leica Geosystems hereby reserves its right to claim for any loss and damage (including reasonable attorney’s fees) that it may incur as a consequence of the violation of this clause by Business Partner.
• In special cases Leica Geosystems may grant certain exceptions to this rule. Please direct any request in this regard to Leica Geosystems Marketing Communication Department.

Downloads Guidelines

• The downloads are subject to strict compliance with these guidelines and the use of such downloads is restricted to Business Partners of Leica Geosystems only.
• There is a media database called MediaSource, available to download the artwork of all marketing communication material. You can register for access at the following url: http://mediasource.leicageosystems.com/pdot/

Additional Properties

Employees History