ZERO. How do you change an icon?
23 September 2026 - Archivio
Why did we wait so long for a new ZERO?
It’s a question you have asked us many times.
The simplest answer is this: because we didn’t want to simply make another ZERO.
After so many years, replacing a product that had become so recognisable
meant facing a problem far more complex than a standard redesign.
We had to create something genuinely new.
But it still had to be ZERO.
Change it. Without losing ZERO.
Its circular shape had become part of its identity. Changing it completely would have meant losing what had made it recognisable over the years. Keeping it, however, raised an even more difficult question: how can you deeply transform a product without transforming its identity?
That is where the work began.
Ideas. Prototypes. Attempts.
Paths abandoned.
Problems to solve.
Until we found a direction.
The answer was not to change the shape.
It was to change what happened around it.
The way ZERO recognises a person.
The way it opens.
The way it communicates.
The way it can become personal.
The silhouette could remain the one everyone knew.
Everything else could change.
And that is where the new ZERO was born.