Leonhard Stuttgart

Working environments 4.0, coworking, design thinking – innovation processes begin with spatial planning, as Leonhard GmbH, one of the most innovative office and commercial interior designers and specialist planners for working environments, knows only too well. Accordingly, the company also took a critical look at its own image. The new corporate design is based on the content of the claim “Lebensraum Büro” (Office as a living space). This title will also be used for the company's own periodical magazine, which is brought to life editorially and graphically by typenraum.
In the beginning, there was a line. The neon green line of a highlighter, an object that can probably be found in every office in the world. Inspired by this, the design agency typenraum created Leonhard's new, modern, and timeless corporate design, which now shapes the company's visual image. The idea of marking runs like a thread through the entire design. The basis of the key visual is an extremely enlarged geodesic model, which appears in sections on many objects branded with the corporate design. Two versions of the logo were created for the Filderstadt-based office and commercial interior designer: one with the striking neon green line and a second with the slogan “Lebensraum Büro” (Office Living Space), which is used wherever the company name needs to be specified.

Based on the two versions of the company logo and the key visual, various specific applications of the corporate design were developed: starting with classic stationery items, notebooks, image advertisements, bags, and packaging materials, through to various event decorations. The application examples for the new corporate design also extend to the branding of company vehicles and employee clothing in the new Leonhard look for employer branding.
Typraum also developed the new presentation template, which is used by Leonhard both internally and externally, for example in customer presentations. The designers also created event invitations, such as the invitation card in the style of a boarding pass for the “Architect Tour” to Copenhagen organized by Leonhard. In addition to the corporate design, the design of this invitation reflects the nature of the trip and also picks up on the company's proximity to Stuttgart Airport. Inspired by a neon green highlighter, a complete corporate design was created that conveys the Leonhard brand in a variety of ways.