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The title of this annual report is “Leveraging Potential”. It highlights the company’s focus on the potential offered by technology, economics, environment and society. Due to its broad service portfolio, Linde is in a position to systematically exploit new opportunities and potential. The spiral key visual which appears on both cover and back page of the two publications – the annual report and corporate magazine – conveys the theme of potential for growth, change and movement. It is continued across both front pages, matching up perfectly to form a visual link between the annual report and the corporate magazine.