Our design language emphasizes clear forms, calls attention to functionality, and avoids ornamental elements. Our signature shapes are an interplay of straight lines, rectangles, circles, and, in selected cases, slants. They communicate precision, innovation, and technical expertise.
Straight lines and rectangular shapes are the dominant elements for all ZEISS designs.
Circles represent optical precision, continuity, and focus. They should be seamlessly added as a secondary design element as needed.
The slant is an optional element to create more distinctive designs.
at a
glance
Rectangles form the primary structural elements in our design language, representing stability, order, and precision.
Use rectangles to establish a clear hierarchy and organization in layouts.
Maintain precise right angles (90°) in standard applications.
Apply consistent spacing between rectangular elements.
Rectangles may be used for grids, as frames, or as containers.
Consider varied proportions while maintaining geometric integrity.
Circles represent optical precision, continuity, and the focused vision that defines ZEISS technology.
Use perfect circles – not ovals – to maintain geometric integrity.
Apply circles to highlight important design elements.
Consider circles for interactive elements.
Circles can be combined with rectangles to create dynamic compositions.
The strategic use of slants adds a distinctive dynamic element to the right angles used in our design. Slants represent dynamism and forward momentum.
Use slants sparingly as accent elements rather than as primary components.
Ensure slants do not compromise readability or functionality.
Implement slants to draw attention, create movement, or emphasize key information.
Integrate slants thoughtfully with rectangular and circular elements.
Use a consistent angle across all applications.
Our signature shapes guide the architectural expression of ZEISS spaces:
Rectangular shapes are the basis for clear, minimalistic environments.
Combining them with round elements makes our architecture look timelessly modern.
Strategic slants create a distinctive look for the ZEISS Brand.
The choice of materials should not distract from these basic shapes but should enhance them.
ZEISS devices physically embody our three signature shapes:
Our devices use precise rectangular and circular elements for a distinctive design language.
Slants enhance ergonomics and functionality and strengthen the device’s specific design language.
Construction details emphasize high-precision engineering.
Our signature shapes are reflected in ZEISS Typography:
Our corporate typeface is based on geometric shapes, primarily rectangles and circles.
Strategic slants in our font ZEISS Head show off our distinctive branding for key moments.
ZEISS Head is used in headlines or applications requiring large letters, such as the product name on a ZEISS system or the lettering on a building.
Corporate Brand, Communications & Public Affairs