How do you translate performance into form? What does user-oriented design mean? Can precision be visualised? How do you give a traditional company like ZEISS a design language that does justice to both technical innovations and historical corporate values? The new design language transfers 150 years of ZEISS DNA into a timeless, forward-looking form. We call this a brand-typical design.
ZEISS lenses are among the most light-intense in the world and push the limits of what is technically possible. In order to translate this performance into a design language, an upwardly open contour based on the light funnel was created - a subtle but concise recognition feature for an entire lens series. To this day, the "Carl Zeiss Planar f/0.7" - originally developed for NASA - is considered the fastest lens in the world. The design language was developed from within, i.e. technical-functional parameters significantly shape the design process and define form, colour, material.