Leica Camera's Slogans & Taglines

Leica Camera AG is a German manufacturer of cameras, optical lenses, photographic lenses, binoculars, and rifle scopes founded in 1869 by Ernst Leitz in Wetzlar. The company revolutionised photography in 1913 with the introduction of the Ur-Leica, the prototype for the first practical 35mm camera, which was commercially launched as the Leica I in 1925. This innovation established the 35mm format as the global standard for photojournalism and documentary photography. Today, Leica operates production facilities in Wetzlar, Germany, and Vila Nova de Famalicão, Portugal, and maintains a worldwide network of retail stores and galleries. Its core portfolio encompasses rangefinder cameras, SLR and mirrorless systems, sport optics, and premium lenses renowned for exceptional optical performance and German craftsmanship.

Brand messaging has evolved from the classic claim The Leica legend to the 1980s advertising campaign Say Cheese, Say Cream, which positioned the brand with characteristic wit. In 2021, the company launched the global platform The World Deserves Witnesses, celebrating the power of photography to document the beauty and poetry of the world. More recently, it has embraced When you keep being different from everything, changing makes no sense, underscoring its commitment to timeless design and enduring quality.