Packaging is an important part of the ZEISS Brand Experience. It puts the product center stage and creates an incentive to buy. At the same time, packaging protects our products. ZEISS uses different types of packaging based on the application.
Product packaging must be easily recognizable thanks to a consistent design deployed across organizational and national boundaries. This means that the fundamental Brand Design Element guidelines must also be applied to packaging.
The ZEISS Logo must be used – without a tagline – on all product packaging. An exception is made for promotional packaging that is part of a campaign. Please do not overuse the logo or other Brand Design Elements on packaging.
The same visual design, including reduction, is used for packaging. Colors are only used for functional reasons, not for decorative purposes.
Sustainability is firmly anchored in ZEISS’ DNA. This should also be reflected in product packaging, such as when selecting materials.
When packaging serves as sales support, the ZEISS Logo and the product name must be clearly visible. Please also put a product packshot on the packaging.
If a product needs to be easily identifiable through its packaging, such as with medical products, a contextual color can be used. This is only used for functional reasons, not for decorative purposes.
In addition, the ZEISS Logo, the product name, and a product packshot are also mandatory for this packaging. Drawings may be used as product images.
For packaging used only to protect a product, such as during transport, the appearance of the packaging is not critical to sales success. However, ZEISS should be clearly visible as the sender. Therefore, the ZEISS Logo and the product name should be placed on the packaging, if possible.
Oversized logo
Large-scale or completely colored packaging
Logo on protective or sealing material
Corporate Brand, Communications & Public Affairs