Leica ‘living up to life’

Leica Microsystems has looked to the past for inspiration in launching its new branding campaign.

The company has based a new slogan on the "legendary" claim made by Ernst Leitz I who introduced industrial production in his optics company Wetzlar more than 100 years ago.

‘With the user, for the user’ was Mr Leitz’s saying and now his firm’s successor company, Leica, has evolved this into a new marketing plan for the firm.

‘Living up to life’ is the firm’s new slogan and is based on five values that the company bases its long traditions on: pioneering, high-end quality, team spirit, dedications to science and continuous improvement.

A company statement said: "The redefinition of these corporate values and the new claim ‘living up to life’ apply to the whole company and have been carefully researched and selected based on customer feedback as well as positive influences from our ownership change and recent acquisitions."

Leica Microsystems designs and produces high-tech precision optics systems for the analysis of microstructures.

It consists of nine manufacturing facilities which service companies in more than 20 worldwide locations.