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Logo Size
The logo must be distinctive, subtle, friendly, and confident in its appearance – namely, in a form appropriate to Leica. At the same time, it need not be of a large size. The minimum permissible diameter of the logo is 10 mm. This applies as a standard siz e for all formats between DIN A4 and business cards. In larger formats, the diameter of the logo is increased in proportion to the format size. The table on the right shows the logo sizes for use with all typical DIN formats, rounded to whole numbers.
Print Size
DIN formats
Logo diameter (Ø) in mm*
DIN long, 105 × 210 mm
10
DIN A5, 148 × 210 mm
10
DIN A4, 210 × 297 mm
10**
DIN A3, 297 × 420 mm
14
DIN A2, 420 × 594 mm
20
DIN A1, 594 × 841 mm
28
DIN A0, 841 × 1189 mm
40
* All values are rounded to whole numbers.
** For DIN A4 ads, the logo size is different from the specified value.
Digital Size
Logo diameter (Ø) in px
minimum size
28
small size
36
ideal size
48
Values refer to display sizes. Export graphics in higher resolutions, to accomodate for high quality display on high pixel density screens (Retina Display).
The logo exists only in this form. It may not be altered, distorted, or enhanced in any way. The logo may not be constructed. Only the original logo files provided may be used. The use of the Leica script form alone without the coloured background is not permitted.
Logo Colour
Logo in red (standard version)
HKS 13
Pantone 185
CMYK 0/100/100/0
RGB 226/0/26
RAL 3020
In exceptions
Logo in black (for use in b/w media, e.g. fax forms)
Pantone Black 6 C
HKS 88 K
CMYK 0/0/0/100
RGB 0/0/0
RAL 9005
Logo in gray(special version for use on black backgrounds in b/w media)
Pantone Cool Gray 8
HKS 88 K (55 %)
CMYK 0/0/0/40
RGB 177/179/180
RAL 9006
Position
As a rule, the logo is located in the top-left corner of each format. If a banderole is employed, the logo is centered vertically and is usually left-aligned. The precise location is dependent not only on the format, but also on the advertising medium in which it is used, and is therefore defined individually in the corresponding chapters. The logo may appear only once per viewed page in all media.
Freedom of Space
Ideal distance: 1 x Logo diameter
Minimum distance: 0,5 x Logo diameter
Different distances apply for Logo + Headline or Logo + Claim combinations. See Claim.
Logo Don'ts
Don't combine the logo with the LEICA word-mark.
Don't outline.
Don't use logo without the dot.
Don't outline the dot.
Don't change the colour.
Don't apply a drop shadow.
Don't put on a coloured background. Type must be white.
Don't overlay the logo with other elements.
Don't change the type.