i
General
The design and layout of ads, posters, and POS materials are also determined by strict rules. Complete compliance with the following guidelines ensures a uniform and consistent global image of the Leica brand.
1
Headlines/
Subheadings
Fundamentally, headlines are set in caps and subheadings in mixed case. On posters, in ads, and on advertising materials intended for use at the POS, each headline is accompanied by a subheading. The headlines are informative and incisive, concisely summarizing the subsequent content. Subheadings are emotive in content. No punctuation mark is set after headlines. A punctuation mark is set at the end of subheadings.
Examples:
NEW: THE LEICA D-LUX 5
Inspiration demands creative flexibility.
LEICA M9
The freedom to capture the decisive moment.
2
Copy
The copy permits both direct and indirect forms of address. It positions the respective products advertised within the brand portfolio. At the same time, it focuses on the product’s key features and special characteristics. The amount of copy is determined by the size of the medium. Fundamentally, the copy should be shor t and precise. It is a mixture of emotive and informative content.
Example:
The Leica D-Lux 5 is the ideal camera to fire your inspiration when you encounter unusual subjects. Compact, with intuitive handling, and featuring a fast Leica Summicron zoom lens with focal-lengths from 24 to 90 mm (35 mm equivalent), it is the perfect camera for many different situations: from architectural to available-light photography. Manual setting options and an extensive range of accessories provide even greater creative freedom. Capture your inspiration in pictures with breathtaking quality – with the new Leica D-Lux 5.
3
Call to Action
The call to action motivated by the individual advertising media depends on the respective objective of each medium. As a matter of principle, all advertising media copy ends with a call to action. This is set after a gap and in bold type to strongly differentiate it from all other text content.
Example:
Find more inspiration at www.d-lux-5.leica-camera.com
4
Captions
Emotive images displayed in ads, on posters, or on POS materials are not accompanied by captions. Illustrations of products and product details may however be accompanied by captions. These are purely informative. The text is set in mixed case. Captions may contain several unrelated blocks of information, which are separated by semicolon. The captions end with a punctuation mark. Exceptions: The caption “Full-size view” and single-word captions are written without a punctuation mark.
Example:
An extensive range of accessories makes the D-Lux 5
as versatile as a system camera.
Please also refer to chapter “advertisements”