ZEISS Brand Portal
ZEISS Brand Portal
IconographyVisual language

A set of patterns applies to every icon for a consistent visual language. Some of these patterns help meet technical requirements, while others ensure formal and conceptual consistency.

Visual language
Level of detail

The size of the grid and the stroke weight define the level of detail in each icon and the ability to add additional design features.

As a result, story icons will have more details than functional or expressive icons.

Level of detail
Patterns
Patterns - Shape
Shape

To depict familiar objects, we capture their essence while conforming to the design guidelines.

Icons should remain recognizable even when reduced to basic shapes.

Patterns - Simplicity
Simplicity

Every concept is represented with as few elements as possible. Avoid unnecessary visual complexity to ensure readability.

Elements
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Monoline thickness

The thickness of the strokes does not change.

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Geometry

Following the grid, lines and curves are combined using basic geometric shapes.

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Counter space

Shapes must be separated by at least 2 px.

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Overlays

Overlapping elements must be separated by a 2 px cutout.

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Stroke endings

Stroke endings are always straight, never rounded.

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Edges

Corners are rounded or sharp depending on their relationship to the physical object.

Slants

We use a consistent diagonal cut at stroke endings when it enhances functionality and personality without compromising legibility.

Slants
Application
Application

The slant is applied to stroke endings.

The slant is not used on overlays.

The slant is not used with small lines that function as dots.

Proportion
Proportion

The slant is constructed using a 1:2 grid proportion, maintaining a consistent diagonal angle throughout the icon set.

Non-orthogonal and orthogonal style

Curves should follow non-orthogonal constructions within the grid. Orthogonal curves can be used in special cases.

Non-orthogonal and orthogonal style
Handle ratio
Handle ratio

The handle ratio is defined as 1:1.2. This means that the relationship between the horizontal and vertical Bézier handles remains consistent across all curves.

When dividing the horizontal handle by the vertical handle, the result should always be 1.2.

Exceptions
Exceptions

Use orthogonal curves only when the object is physically orthogonal. This ensures clarity and accuracy.

Alignment and application
Grid alignment
Grid alignment

All icons should be centered vertically and horizontally inside the 32 x 32 grid.

Optical corrections to balance weight are acceptable but should always follow the grid lines.

Buttons
Box

When placed inside a box, icons must be enlarged by a factor of 1.5 to guarantee accessibility and visual harmony. Example: A 32 px icon fits within a 48 x 48 px box container.

Accessibility
Accessibility

There must be sufficient contrast in the shape of the icon to ensure instant recognition.

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