Other cameras take pictures; a Leica captures breathtaking images. A brand with the ability to make photography live and breathe in such a manner also needs an emotive language to express its unique qualities. For this reason, its tonality is dynamic, passionate, and captivating. Leica tells stories and has a passion for telling them in pictures. The language used is always appropriate to the premium character of the brand, and is precise and authentic at all times. Exactly like all Leica products.
To ensure that we speak with the same voice wherever we are present, we have formulated some rules for wording and spelling, illustrated here by numerous practical examples. Only by complying with these guidelines can a uniform and consistent brand image in terms of language be assured. This ensures the immediate recognition of the Leica brand.
Grammar, style, and punctuation must comply with the guidelines of the Merriam-Webster Dictionary.
Slang and colloquialisms should be avoided.
Leica headquarters deliver documents in British English.
Claim
The claim "Das Wesentliche." can be used in two different ways:
Logo, claim in all caps, no dots.
Upper/lowercase, with dots.
More info about the claim can be found in Design Principles - Claim.
Language and Wording
Tonality
The tonality of Leica Camera is characterized by dependability, superior quality, and authenticity. It communicates the true strengths of the company. There is a differentiation between emotive and informative passages of text. In emotive passages, the focus is on the storytelling, which is tangible in every sentence. The stories are moving, which generates fascination and positions the product. Informative text provides product descriptions. In this case, the aim is the communication of precise information.
The Brand Name
The name Leica and Leica as a company name are set in caps in headlines (HLs) and mixed case in copy.
in HLs | A LEICA, LEICA M, LEICA ENGINEER, LEICA CAMERA AG |
in copy | a Leica, Leica M, Leica engineer, Leica Camera AG |
The brand name Leica always stands alone. It is never hyphenated, coupled, or pluralised with an 's'.
Only exception: the Ur-Leica
Leica as a company name is taken to be a collective noun and therefore takes the plural form of the verb (have).
Example: Leica have a range of lenses available.
Wording Conventions for Partnerships
The wording for partnerships (e.g. ‘co-engineered with Leica’ ) needs prior approval and must be individually requested.
Product Names
Product names in headlines and image captions are always set in caps. Product names in copy are set in mixed case. The Leica name and the next letter or word are never hyphenated when used as part of product names.
Wording for cameras
in HLs and captions | LEICA M9, LEICA S2, LEICA X1, LEICA D-LUX 5, LEICA V-LUX 2 |
in copy | Leica M9, Leica S2, Leica X1, Leica D-Lux 5, Leica V-Lux 2 |
Wording for systems
The letters of the M- and S-Systems are always linked to established expressions by a hyphen.
in HLs and captions | S-SYSTEM, M-PHOTOGRAPHY, S-LENSES |
in copy | S-System, M-Photography, S-Lenses |
Exception: The hyphen is not used when system-related terminology is set before the letter referring to the system.
Example:
handgrip M, multifunctional grip S
Wording for lenses (English)
A period is always set after ASPH. (the abbreviation of aspherical).
in HLs and captions | LEICA TRI-ELMAR-M 16-18-21 f/4 ASPH., LEICA NOCTILUX-M 50 f/1.2 ASPH. |
in copy | Leica Tri-Elmar-M 16-18-21 f/4 ASPH., Leica Noctilux-M 50 f/1.2 ASPH. |
Wording for lenses (German)
A period is always set after ASPH. (the abbreviation of aspherical).
in HLs and captions | LEICA TRI-ELMAR-M 1:4/16-18-21 ASPH., LEICA NOCTILUX-M 1:1,2/50 ASPH. |
in copy | Leica Tri-Elmar-M 1:4/16-18-21 ASPH., Leica Noctilux-M 1:1,2/50 ASPH. |
Wording for flash units
in HLs and captions | LEICA SF 58, LEICA SF 24D |
in copy | SF 58, Leica SF 24D |
NOTE
Update on spelling of lenses: "mm" is not part of the wording anymore.
Please note that lens names are spelled differently in german and english.
Accessories
Accessory names are always set in mixed case – this also applies to captions or when written alone.
Examples:
comfort carrying strap, handgrip M
Composite Expressions
Hyphens are used in accordance with the guidelines in the Chicago Manual of Style and the Merriam-Webster Dictionary to aid legibility. These guidelines must be applied consistently at all times.
Examples:
red-eye correction, high-quality photography
Abbreviations are written as follows.
Examples:
seven-segment digital LED display, mini USB port
Punctuation
Headlines are written without a period in all advertising media. The subheading always ends with a period, even when it is not a complete sentence.
Only exception: A headline ending with the term ASPH.
Example:
LEICA M-LENSES
The world’s best.
Abbreviations
To ensure comprehensibility in copy, only commonly used and familiar abbreviations should be employed.
Examples:
e.g., etc., i.e.
A period is always set after the abbreviation ASPH. (for aspherical).
No period is set after abbreviations denoting units, systems, or dimensions.
Examples:
mm, s, kg, RGB, MB
Common abbreviations may also be employed in copy.
Examples:
DIN (German standards association), LED (light-emitting diode), CMYK (cyan, magenta, yellow, key), JPEG (standardized compressed image format)
In the case of less familiar abbreviations, it is recommended that the term is written out in full and followed by the appropriate abbreviation in brackets the first time it is used. The abbreviation thus defined may then be employed for all subsequent mentions of the term.
Examples:
digital negative format (DNG), megapixels (MP), gigabytes (GB)
Numbers / Numerical Characters
Numbers between one and ten are written out in full in copy and captions when not followed by dimensions or units. The numbers 11 and greater are set in numerical characters.
Example:
The camera delivers images in four formats in both capture and review mode.
Exception: When larger and smaller numbers are directly related, both are written in numerical characters:
Example:
Leica is raffling off 2 weekend trips to Havana and 11 to Berlin.
Expressions containing numbers/numerical characters and words
Whole numbers with four or more digits are separated by commas into units of three digits to improve legibility, beginning from the last digit.
Examples:
€10,000, 230,000 pixels, 1,000 employees
Exceptions: No comma is set in the case of RAL colors, ISO values or four-digit units.
Units are separated by commas only when the y are five digits or longer. Order numbers are segmented exclusively by predefined spaces, not by periods or commas.
Examples:
4272 × 2856 pixels, ISO 3200, 1/2000 s, 230,000 pixels, 1000 g, 1000 mm
When used as an attributive compound before other nouns, units of measurement (not abbreviated) keep their singular form and are hyphenated.
Examples:
two-line subheading, 2.5-inch screen
Exception: No hyphen is used in conjunction with product types.
Example:
SF 24D
Mathematical signs
No space is set between plus or minus signs and numerical characters.
The minus sign is depicted by an en dash.
Examples:
±3 EV, –3 EV
Units and dimensions
Numbers and units/dimensions are separated by spaces.
Examples:
10 mm, 1/2000 s, 25 MB, 12.2 MP, 3 fps, 1900 mAh, +3 EV
Note: Numbers followed by abbreviations are not hyphenated, even when used attributively, Example: 35 mm photography
Consistency of Expressions
Please observe the Merriam-Webster Dictionary guidelines.
Example:
digitalisation, digitise
Addresses
German | Leica Camera AG I Am Leitz-Park 5 I 35578 WETZLAR I DEUTSCHLAND |
English | Leica Camera AG I Am Leitz-Park 5 I 35578 WETZLAR I GERMANY |
PR Guidelines
For further PR guidance, please contact the Global PR Coordination Team.