Carl Zeiss Vision has introduced a new corporate identity designed to strengthen the impact of its brand in the global market. The realignment will be completed by April, when all communications and materials will adopt the new design format.
The new branding will use black and white documentary imagery and will put the manufacturer's customers and products at the centre of its communications.
Peter Robertson, Carl Zeiss Vision marketing and communications director, said: 'As Zeiss products enable people to experience special and unique moments, we decided that the foundation for the new brand identity should be the recreation of these moments. Our communication perspective has completely changed. We want to be the brand that customers experience fascinating moments with.'