ZEISS Corporate Language does not regulate language, but rather provides guidance for the brand-appropriate use of language in writing and speech.
We formulate with the audience in mind.
We prefer active, clear, and precise words and short sentences.
Smart phrasing and metaphors are desirable. ​​​​‌
at a
glance
The Brand Experience Principles translated into language are:
We write in a dialogue-oriented and approachable way.
We respond empathically to the needs of our target groups.
We look ahead and show the way.
We formulate powerfully and decisively.
We touch and inspire, with surprising and relevant statements or questions.
We point out and explain.
We get to the point.
We always provide the right details.
We combine value propositions with values.
We substantiate our statements and give them meaning.
At its core are the Brand Experience Principles translated into language.
We formulate with the customer or user in mind.
We prefer active, clear, and precise words and short sentences.
Smart phrasing and metaphors are desirable.
We use colons for gender-sensitive language in German.
Our Corporate Language consists of guidelines because they are intended to support the right linguistic decisions and provide access to certain formal specifications. The aim is not to establish a rigid, sanctioned set of rules. Language is too individual and dynamic for that. The bottom line: By applying the Corporate Language guidelines, you make a positive contribution to the ZEISS Brand. Please also note: Before the release, the scope and the content were aligned with ZEISS entities to ensure that the guidelines create the case for coherent language and do not ignore or hinder single entities.
Exceptions will be necessary in different ZEISS strategic business units to meet the needs of various channels, countries or target groups. The Corporate Language guidelines cannot address these exceptions. In this sense, the Corporate Language guidelines are as adaptable as language itself and should be understood, used, and lived in exactly the same way!
According to our Corporate Language guidelines, headlines should generally be short. Two sentences in one headline are therefore an exception. If this cannot be avoided, a period/full stop can be placed at the end of the second sentence.
Corporate Brand, Communications & Public Affairs