ORTOVOX asked me to develop a new product logo for their upcoming avalanche transceiver called "zoom". It has the simplest of handling, most up-to-date technology and a fresh design. First the named it "go" and I developed four different concepts "DIN Round", "Track", "Arrow" and "Rays" which each connect to the avalanche transceiver, the technology or the search and find issue. But after a lawyer's advice the changed the name into "zoom". We decided to keep following the concepts "DIN Round" and "Rays" and also added a new design concept "Linear". So here you can see the evolution of the logo design and of course the final version. It is designed with a vanishing point perspective which symbolizes the three dimensional space that you are in when you're outdoors and that the transceiver finds you in that environment.