Corporate design for the successful paper manufacturer Leipa Group
BrandingBrand StrategyCorporate DesignCommunication StrategyEditorial Design
With the acquisition of the paper mill in Schrobenhausen more than 170 years ago, the foundation was laid for Leipa's success story. Today, the European group of companies offers its paper and packaging products to customers worldwide.
The task
In addition to its current customers, Leipa also wants to win over new target groups in future. Following a restructuring in 2016, a modern brand identity is now meant to contribute to the success of this endeavour. And to satisfy not only customers, but also employees.
The solution
As Leipa operates in a market with often standardised products and services, the corporate design stands out from the competition through strength and conciseness. The company's roots, however, are not disregarded: with more than 170 years of experience, Leipa produces paper and packaging from 100% waste paper out of genuine passion.
The implementation
The new brand identity is understandable to everyone, regardless of cultural and linguistic background. While the typeface creates a technical impression, cyan as the house colour brings the necessary freshness. It is used mainly in the typography and the key visual. The latter plays a significant role as a recurring element.
Deriving the logo
The logo references the dynamic roller process in paper production. It is a word mark and a figurative mark at the same time, characterised by a simplicity that quickly catches the eye.
The forms of presentation
The lettering is used in cyan as well as in black and white. In the so-called clear space around the logo, no other elements are placed; if required, however, the claim “passion process technology” is added as a supplement.
Involving the employees
Constant dialogue during visits to the plants in Schwedt and Schrobenhausen ensures that even the smallest detail can be taken into account in the process. There, we not only get to know the employees personally, but are also shown their day-to-day environment in practice.
As an essential element of communication, colours influence the perception of those who view them.
Colour selection
With cyan, Leipa radiates continuity, clarity and security. The shade of blue can be toned down for special area applications. We define white as a further house colour and also set black as a secondary colour.
Modern and classic at once
Orientation aid
The brochure concept is based on a complex grid system to which all elements such as typography, images, tables and graphics are aligned. It can be transferred to a wide variety of formats and can therefore be applied individually.
A concise key visual
A recurring design element is a line grid, inspired by the visual translation of the fibres in paper material. The resulting complex surface visualises Leipa as a multifaceted partner with extensive expertise.
The key visual is used in white on blue on the business cards, which works without any problem even in smaller formats.
We have packaging for give-aways produced from Leipa material. It can be flexibly adapted to different sizes and, filled with promotional gifts, is distributed to customers as well as employees.
Through a grid-like effect, images stand out particularly well.
The consistent use of the key visual creates a high recognition value.
A collection of Leipa magazine paper provides a clear overview of the entire range – filed in a folder that is likewise adorned with the key visual.
We develop an independent style for illustrations that is matched in form and colour to the successful paper manufacturer. The individual visualisations are particularly suited to the clear depiction of complex processes and cycles.
Image advertisement, greeting card, magazine page, advertising poster: the illustrations are used on all media, so that Leipa can do without elaborate photo shoots.
Analogue or digital – the new brand identity can be flexibly transferred to all necessary media.
Master slide in the Leipa look
The design guidelines are also transferred to a PowerPoint slide master, so that presentations always have a uniform design. Any topics can be added independently to the practical template.
Figures, data, facts
Tables and charts take on an important role, as they communicate not only figures and successes, but also Leipa's style. With a defined presentation in colour and line weight, they are reader-friendly, structured and easy to grasp.
Adaptable corporate design: even large-scale lorries can be lettered in Leipa's style and thus stand out skilfully from the crowd.
We look forward to an initial, no-obligation conversation with you
Christian Malling
Senior Project Manager