The ZEISS Brand’s tagline, Seeing beyond – enabling you to realize ambitions, is derived from the Brand Essence and provides orientation on the highest messaging level. “Seeing” creates a connection to the offerings in the ZEISS portfolio. The combination of "seeing" and "beyond" expands the concept, moving from seeing to understanding. This reflects ZEISS’ forward-thinking focus: to help customers achieve long-term success.
As a rule, the tagline, Seeing beyond, must be used in external communications. It may also be used for internal communications but is not mandatory. The tagline is only used in English. The tagline must not be used for purely functional media, such as letterhead, business cards, email signatures, building signs, or product labels.
For maximum flexibility, there is no fixed logo tagline size ratio. The minimum size for the dynamic tagline is 20 mm for printed materials and 100 px for digital applications. You will find additional information in the layout section.
The dynamic tagline is written in white on a dark background and in black on a light background. The dynamic tagline is usually placed in a corner, either vertically, horizontally, or diagonally relative to the logo.
The distance of the dynamic tagline to the logo should always be at least twice the width of the logo. The tagline should be between 1.5 and 3 times larger than the logo and must always be easy to read.
The dynamic tagline can be used without a logo when the context is clear and the viewer knows that they are in a ZEISS environment. This includes the ZEISS website, social media channels, or a trade show booth.
Changes to font style
Graphic changes
Changes to the color
Color gradients
Different font
Font rasterization
There are two instances where the tagline is used directly with the logo: on the final PowerPoint slide and for video endings. In both cases, only the static tagline is used.
In order to ensure optimum brand presentation, the minimum distance – the protective zone – around the logo and tagline must be maintained. The minimum width of the logo, including the tagline, is 75 px for digital applications, and 12 mm for print applications.
The tagline is placed under the logo and is written in black on a white background or white on a black background.
Corporate Brand, Communications & Public Affairs