Concept

At the Leadership University, we abandon conventions to spark ideas that drive change. The university fosters creativity as a place where we can connect and our minds meet. We want to establish a new and effective leadership style based on the core principles of the university. Here, we can improve our future by exploring new possibilities beyond what’s been accepted and established. We want to unite forward-looking people and add their energizing spirit to every solution, service or division – and thus improve our entire industry.

Our University. For what’s next.

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Descriptor

Versions, sizes and positioning


Single-lined
The descriptor is generally used in the single-lined version and should always be prefered.

Double-lined version
Only when space or technical issues do not allow the single-lined version, the double-lined version can be used.

Sizes
To ensure legibility of the descriptor, there are two sizes for application. The size depends on the medium and the format. The descriptor size I is used generally for all basic applications. (e.g. stationery). On-screen applications, small sizes and special formats use descriptor size II.

Positioning
The minimum distance between logo and descriptor is “2A”. The maximum distance between logo and descriptor is “5A”. The height of descriptor size I aligns with the upper side of the A crossbar. The descriptor sits on the same baseline as the logo.


Single-lined
 

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Typeface: Helvetica Neue LT 65 Medium in capitals

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Descriptor size I

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Descriptor size II

Double-lined
 

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Typeface: Helvetica Neue LT 65 Medium in capitals

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Descriptor size I

Positioning the descriptor
 

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Title block

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Brochures

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Posters

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Banners

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PowerPoint

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Double-lined descriptor

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