Ericsson

Official Websites

• https://www.ericsson.com/en
• https://www.ericsson.com
• https://www.ericsson.com/ru/ru

Brand Guidelines

2021

Brand Summary

Mission

• Empowering an intelligent, sustainable and connected world by relentlessly innovating technologies that are easy to adopt, use and scale [^1].

Core Values

• innovation
• ease of use
• sustainability
• intelligence
• challenger mindset
• humanity
• integrity
• progress
• customer-centricity
• efficiency
• trust
• clarity
• digital expertise

Target Audience

• Communications service providers, broader general audiences, and specific personas founded on real user behaviors and motivations. Communications are tailored to attract, engage, and convert these groups [^2].

Personality Traits

• challenger
• compelling and frank
• constructively inspiring
• considerate but commercial
• humbly intelligent
• human and heartfelt

Visual Identity Overview

• Minimalist, digital-first identity emphasizing simplicity, trust, and enhanced productivity. Visuals use a white-to-black foundation with accent colors, bespoke typography (Ericsson Hilda), structured grid layouts, and strict logo usage rules for clarity and consistency across all touchpoints [^3].

Categories

Brand Voice

• Our personality is always that of a challenger. As a challenger, there are some key characteristics in the way we express ourselves. In some contexts and with some audiences, certain characteristics should be leaned on more than others. Sometimes, we will need to express ourselves in a more daring way, while other times, we will need to show our more heartfelt side.
• Our tone of voice consists of five pillars that describe the full spectrum of our challenger personality.
• 1. Compelling and frank Amidst a sea of hyped-up marketing, we stand out when we speak in an engaging and straightforward manner. The cold hard facts, however, paint only half the picture. It’s our job to establish how and why the facts are relevant to our audience. It’s not just raining outside; it’s raining outside and you left your windows open. Compelling and frank provides the facts and the context to help our audience invest in what we have to say.
• Bring context, perspective and background to the facts.
• Be honest and balanced.
• Capture interest with relevant examples taken from everyday life.
• 2. Constructively inspiring We drive progress by challenging the status quo and rallying our customers to join us as we reimagine what lies ahead. As a challenger, we question well-trodden paths to illuminate new, efficient and experience-centric solutions. Constructively bold demands change but always shows the way forward.
• Frame the challenge front and center.
• Stimulate debate and provoke new thinking.
• Use questions and lines of inquiry as pathways to new areas of exploration, always seeking the solution.
• 3. Considerate but commercial From generating new revenues to driving relentless efficiency, we continue to deliver best-in-class solutions worldwide. We should champion our hard work, accomplishments, and the added value we bring to our customers, but we don’t need to oversell it. Considerate but commercial allows our skills, experience and successes to shine through naturally.
• Always put our customers first, addressing the pain points and commercial drivers that engage them.
• Be direct and transparent about our goals, motivations and ambitions.
• Provide clear calls to action to prompt our audiences to think and act.
• 4. Humbly intelligent Home to renowned engineers and leading experts in a variety of fields, we’re able to tackle some of the world’s most complex challenges. But talking about all the smart things we’ve done is only part of the challenge. We should also be thoughtful about how we say it. By carefully weaving intelligence — and even wit — into the fabric of our messaging, we can elevate the conversation to surprise, engage and captivate our audience.
• Use wordplay and turns of phrase to create intrigue.
• Use contrast to highlight change, meaning or significance.
• Be topical and unafraid to use cultural references.
• 5. Human and heartfelt Our drive to challenge is powered by the soul of our organization: our people. Customers value us for our integrity and the personal approach we bring to our work. The quest for a more connected world isn’t unique to us — it’s a fundamental part of what it means to be human. We are born to connect. Humanity and heart are the bonds that bring us together.
• Go beyond the what to show the why.
• Focus on the intersection of humanity and technology.
• Tell stories about our people and customers.

Brand Imagery

• Always create your image with a square background. Circular cropping is done automatically by the social media platform. When creating an avatar, the minimum clearance area is one-third of the Econ’s height.
• In round avatars, less clearance area is required. The guidelines below show how to create an image for social media.
• Use the Econ for social media avatars.
• The minimum height of the Econ is 5mm in print and 16px in digital environments.
• When used as a social media avatar, the Econ may be rendered smaller to include the clearance area within the 16px.
• Ericsson Black and Ericsson White are the only color variations allowed for the logo.
• Colors should be limited to a grayscale palette — the logo should never be set in color. Changing the logo’s proportions, angle, or structure is also strictly forbidden.
• Use the Econ in Ericsson Black on a light background.
• Use the Econ in Ericsson White on a dark background.
• Use the Econ in Ericsson Black on a light photographic background.
• Use the Econ in Ericsson White on a dark photographic background.
• Don’t use the Econ in color.
• Don’t use the Econ in outline.
• Don’t change the angle or the proportions of the Econ.
• Don’t fill the Econ or logo with any color other than black or white.

Color Palette

• Color is a powerful tool. The colors a brand chooses affect how it’s perceived on a psychological level, and a carefully chosen and balanced color palette can transform and elevate the user experience.
• Our color palette consists of a white to black foundation along with accent colors. Black or white is the preferred background along with our shades of gray. The color palette for digital product development has optimized values for its particular environment.
• Our approach to color is born from digital interfaces and information design principles. The tones we have selected are digitally native, intentionally bright and rich in contrast. The accent colors are primarily intended to help guide users towards key messages and interactions rather than distract them through unnecessary decorative usage.
• Colors should be limited to a grayscale palette — the logo should never be set in color. Changing the logo’s proportions, angle, or structure is also strictly forbidden.
• Use the Econ in Ericsson Black on a light background.
• Use the Econ in Ericsson White on a dark background.
• Use the Econ in Ericsson Black on a light photographic background.
• Use the Econ in Ericsson White on a dark photographic background.
• Don’t use the Econ in color.
• Don’t use the Econ in outline.
• Don’t change the angle or the proportions of the Econ.
• Don’t fill the Econ or logo with any color other than black or white.
• Ericsson Black and Ericsson White are the only color variations allowed for the logo.
• Never use colored text, except as links on digital devices.
• Our palette: Ericsson Blue, Ericsson Red, Ericsson Orange, Ericsson Yellow, Ericsson Green, Ericsson Purple, Ericsson Gray 1, Ericsson Gray 2, Ericsson Gray 3, Ericsson Gray 4, Ericsson Gray 5, Ericsson White.
• HEX, RGB, CMYK, and Pantone values are specified for each color in the palette.
• We have six accent colors that may be extended with tints (lighter), and one shade (darker), when working with graphics such as charts, diagrams and other data visualizations. Tints and shades of our gray may also be used in charts.

Typography

• Brands use typefaces to project their personalities onto the written word. A good typeface paves the way for its message by boosting brand recognition, reinforcing tonality and being smooth and comfortable to read.
• A good custom typeface reinforces brand recognition without distracting its audience. It can be used confidently, independently, and without the aid of an accompanying logo.
• Its distinct voice is expressed through the subtleties of its letterforms and weights as well as through consistent application across all platforms.
• Ericsson Hilda comes in three weights, but more sets are expected for added flexibility.
• Ericsson Hilda is our bespoke typeface, subtly anchored in our company’s roots and tailored to the needs of the digital world. Optimized for our GUI environments, Ericsson Hilda puts functionality and clarity at the forefront.
• Ericsson Hilda includes technical functionality — such as a slashed zero — for situations where live data needs to be processed at a glance.
• Vertical terminals allow for smooth rendering, while open end strokes enhance legibility in small font sizes.
• A capital ”I” is easily distinguished from the lowercase ”L” and the number one. (Example: Illinois 1)
• Ericsson Hilda will initially be delivered in Latin and Cyrillic sets.
• Ericsson Hilda Mono, a monospaced font, is a font whose letters and characters each occupy the same amount of horizontal space. Compared to proportional fonts, monospaced fonts are harder to read, so never substitute Ericsson Hilda for Ericsson Hilda Mono in body or headline texts.
• Use Ericsson Hilda Mono for monospaced numerals so that columns of numbers will line up, or when displaying sofware code (and so on).
• There are cases when usage of Ericsson Hilda isn’t possible. For languages not yet supported by Ericsson Hilda and for platforms and devices where it is unavailable, a fallback typeface should be used.
• Ericsson Hilda currently includes Latin, Greek, and Cyrillic languages.
• For Latin languages, the default fallback is Arial.
• For Japanese, Simplified Chinese, Traditional Chinese and Korean (and as a good fit with Arial), we recommend Source Han Sans. Source Han Sans is made and updated from Kozuka Gothic.
• It’s important to follow a balanced typographic hierarchy. The following example serves as a guideline for defining body copy and headline sizes. A good rule of thumb is to keep a clear mathematical relationship between all text sizes.
• For optimal readability, we recommend following these guidelines for tracking, line feed and word spacing.
• ”Tracking” refers to the overall spacing between letters. If the tracking is too tight, the letters will start to cluster within words. Overly loose tracking causes words to fall apart and lose their coherency.
• Never letterspace lowercase text.
• ”Line feed” refers to the spacing between lines. Here, we recommend two basic settings for easy handling: 120 percent of type size below 12pts and 115 percent of type size above 12pts. (Professional users can adjust these values so as to follow layout baseline grids and compositions with large headings.)
• Large headlines should be set to 110 percent.
• A good rule of thumb is to decrease tracking and line feed as type size increases, especially in headings and large quotes. Adjust word spacing according to line length, and line feed according to columns, margins, layout and page size. Avoid long lines in body text. A general recommendation is 55–75 characters per line. Keep headlines short and to the point rather than stretching them across the entire page.
• While detailed typography guidelines are being developed, some basic overarching principles will be applied to our written content in order to simplify Ericsson Hilda’s use.
• Use sentence case for headings.
• Highlight important content with bold.
• Use white text on colored backgrounds.
• Never use colored text, except as links on digital devices.
• Don’t use boxed headings.
• Don’t use all-caps headings. Some headings in digital applications are an exception to this rule.
• Don’t use italics.
• Don’t use transparent typography.
• This is body copy on a roll-up set in Ericsson Hilda 144pt with a line height of 158.4pt
• Use Ericsson Hilda 8pt for the return address to clearly separate it from the delivery address (Ericsson Hilda 10pt).

Logo Usage

• Our Ericsson logotype comes in three versions: the full lockup (Econ + wordmark), both vertical and horizontal versions, and the “Econ.”
• Each version has a purpose and a preferred context, as specified below.
• The full lockup is our most recognizable brand asset. It’s the entry point for our Ericsson brand experience and it expresses the brand spirit from a high level. Use it to quickly establish our brand from a general point of view, without any particular business message or call to action needed. The black and white application of the lockup is preferred for digital touchpoints, where the combination of the shape optimization and the crisp contrast makes for an optimal render on screen. In case of questions, please contact Brand.
• Although we prioritize a digital-first approach where we favor sharpness, contrast and the performance on screen that the black and white version of the logo provides, the classic blue version of the logo remains valid for touchpoints like building signages, corporate communications, official correspondence, legal documentation and other more traditional offline applications. In case of specific questions on where to use the blue version, please contact Brand.
• Although the horizontal lockup carries the same properties and weight as its vertical cousin, please prioritize the use of the vertical version, as it gives more prominence to the Econ. Use it to establish our brand in contexts where a limitation of space prevents the use of the horizontal lockup. In case of questions, please contact Brand.
• The Econ is the simplest expression of our brand, and it should be used whenever the company’s context is clear, it has been previously established by the formal lockups, or when there’s a specific business topic that would benefit from a concrete call to action. (See the “Call to action” section below.)
• Appendix CTAs are not logo lockups but tags to support specific messages. The only legally registered applications of our logo are described above.
• Appendix CTAs are never to be added to the full lockup.
• CTA must be placed outside of the Econ’s clearance area at one-third of the Econ’s height.
• The length of the CTA is defined by the width of the Econ. As a general rule, use short words when using a single-line CTA, aligning the type size to the body copy text size of your execution. If the CTA is longer, use line breaks.
• CTAs can be left or right aligned depending on your specific layout or template, but the tag is always positioned outside the Econ’s clearance area (at one-third of its height).
• CTAs can run in two lines. For URLs, the content after the slash break goes below.
• Alignment of the appendix depends on the specific position of the Econ within the layout.
• If the position of the Econ is centered (for example, in a PowerPoint end slide), the CTA follows through.
• The logo requires a surrounding clearance area to separate it from other graphic elements and maintain visual impact. When using the logotype in a digital environment, please follow the guidelines shown here.
• When using the logotype in printed applications, please follow the guidelines shown here.
• The recommended clearance area is equal to the height of the Econ in all directions.
• The minimum clearance area is one-third of the Econ’s height.
• This is the recommended clearance area for digital product development. (See UX design guidelines for more detailed instructions.)
• When creating an avatar for social media, the logo should be used in an Econ format. This is because the avatar is almost always accompanied by our Ericsson name.
• Always create your image with a square background. Circular cropping is done automatically by the social media platform. When creating an avatar, the minimum clearance area is one-third of the Econ’s height.
• In round avatars, less clearance area is required. The guidelines below show how to create an image for social media.
• Use the Econ for social media avatars.
• The minimum height of the Econ is 5mm in print and 16px in digital environments.
• The minimum height of the vertical logo is 15mm in print and 34px in digital.
• The minimum height of the horizontal logo is 5mm in print and 16px in digital.
• When used as a social media avatar, the Econ may be rendered smaller to include the clearance area within the 16px.
• Ericsson Black and Ericsson White are the only color variations allowed for the logo.
• Colors should be limited to a grayscale palette — the logo should never be set in color. Changing the logo’s proportions, angle, or structure is also strictly forbidden.
• Use the Econ in Ericsson Black on a light background.
• Use the Econ in Ericsson White on a dark background.
• Use the Econ in Ericsson Black on a light photographic background.
• Use the Econ in Ericsson White on a dark photographic background.
• Don’t use the Econ in color.
• Don’t use the Econ in outline.
• Don’t change the angle or the proportions of the Econ.
• Don’t fill the Econ or logo with any color other than black or white.
• Other company logotypes should be treated as secondary, making sure that the major visual expression comes from our Ericsson elements. In body copy, place other company logotypes within the texts that concern those companies.
• Do place the logotypes as wrapped images in the text concerning the company.
• Don’t group logos outside the content.
• Don’t treat logos as headings.
• Don’t use other companies’ logotypes in the diagrams or charts.

Tone And Messaging

• Brand tonality and tone of voice Our personality is always that of a challenger. As a challenger, there are some key characteristics in the way we express ourselves. In some contexts and with some audiences, certain characteristics should be leaned on more than others. Sometimes, we will need to express ourselves in a more daring way, while other times, we will need to show our more heartfelt side. Our tone of voice consists of five pillars that describe the full spectrum of our challenger personality.
• 1. Compelling and frank Amidst a sea of hyped-up marketing, we stand out when we speak in an engaging and straightforward manner. The cold hard facts, however, paint only half the picture. It’s our job to establish how and why the facts are relevant to our audience. It’s not just raining outside; it’s raining outside and you left your windows open. Compelling and frank provides the facts and the context to help our audience invest in what we have to say.
• How we express it: Bring context, perspective and background to the facts. Example: ”This 5G-enabled factory has zero bottlenecks, creating an annual savings of approximately EUR 27 million.” Be honest and balanced. Example: ”AI is poised to change the world, but not all AI is created equal.” Capture interest with relevant examples taken from everyday life. Example: ”Imagine your autonomous car giving you an hour of entertainment instead of an hour of traffic.”
• 2. Constructively inspiring We drive progress by challenging the status quo and rallying our customers to join us as we reimagine what lies ahead. As a challenger, we question well-trodden paths to illuminate new, efficient and experience-centric solutions. Constructively bold demands change but always shows the way forward.
• How we express it: Frame the challenge front and center. Example: ”Meeting the demands of enterprise IoT connectivity requires a new sales approach.” Stimulate debate and provoke new thinking. Example: ”Is climate change a tech problem?” Use questions and lines of inquiry as pathways to new areas of exploration, always seeking the solution. Example: ”Why settle for a 120 base– station solution when we can do it with 100?”
• 3. Considerate but commercial From generating new revenues to driving relentless efficiency, we continue to deliver best-in-class solutions worldwide. We should champion our hard work, accomplishments, and the added value we bring to our customers, but we don’t need to oversell it. Considerate but commercial allows our skills, experience and successes to shine through naturally.
• How we express it: Always put our customers first, addressing the pain points and commercial drivers that engage them. Example: ”Are humans the weakest link when it comes to network security?” Be direct and transparent about our goals, motivations and ambitions. Example: ”Sustainably driven businesses outperform and outlast the competition. We’re in.” Provide clear calls to action to prompt our audiences to think and act.” Example: ”5G has opened the doors for high-speed connectivity. Imagine what it could do for shipping.”
• 4. Humbly intelligent Home to renowned engineers and leading experts in a variety of fields, we’re able to tackle some of the world’s most complex challenges. But talking about all the smart things we’ve done is only part of the challenge. We should also be thoughtful about how we say it. By carefully weaving intelligence — and even wit — into the fabric of our messaging, we can elevate the conversation to surprise, engage and captivate our audience.
• How we express it: Use wordplay and turns of phrase to create intrigue. Example: ”I’m just stepping inside to get better reception.” Use contrast to highlight change, meaning or significance. Example: ”Running on 4G. Racing on 5G.” Be topical and unafraid to use cultural references. Example: ”If it’s efficiency you’re after, join the queue.”
• 5. Human and heartfelt Our drive to challenge is powered by the soul of our organization: our people. Customers value us for our integrity and the personal approach we bring to our work. The quest for a more connected world isn’t unique to us — it’s a fundamental part of what it means to be human. We are born to connect. Humanity and heart are the bonds that bring us together.
• How we express it: Go beyond the what to show the why. Example: ”For families in this remote village, access to high-performance networks means access to life-saving treatments.” Focus on the intersection of humanity and technology. Example: ”5G is coming home.” Tell stories about our people and customers. Example: ”She never thought she’d be able to drive, but AI is helping her find her way.”

Brand Values

• Here at Ericsson, we’ve defined detailed brand and business strategies to help us succeed in our connectivity mission while enabling our true values and character to shine through in all we do.
• We set the bar high and always challenge ourselves to create maximum value for both our customers and for society overall. We will never stand still but will always move forward, empowering an intelligent, sustainable and connected world.
• We innovate technologies that are easy to adopt, use and scale to enable our customers’ success. “Easy” defines our products and solutions, how we walk with each other, and how we work with our customers, making us agile and responsive to customer needs.
• Our purpose and vision — empowering an intelligent, sustainable and connected world — defines our role in society (why we exist).
• We achieve our purpose and vision by delivering on our business strategy, enabling our customers to capture the full value of connectivity (what we do). Our brand promise — the quest for easy — makes our business strategy come to life in the eyes of our customers, colleagues, the industry and future talent (how we do it).
• The ‘quest for easy’ is a promise we’ve made to our customers and ourselves. But making things easy isn’t easy — that’s why this is about more than just a tagline. We are refocusing our entire organization in terms of culture, development, new innovation and the way we interact with customers to put the quest for easy at the core of everything we do.

Visual Style

• Our grid system consists of a six- or 12-column layout, where gutter size is one-third of column width. Whenever possible, margins are equal to one column width, while rows have the same gutter size as columns. The number of rows should be any even number that is most appropriate for the given application.
• The recommended clearance area is equal to the height of the Econ in all directions.
• The minimum clearance area is one-third of the Econ’s height.
• The minimum height of the Econ is 5mm in print and 16px in digital environments.
• The minimum height of the vertical logo is 15mm in print and 34px in digital.
• The minimum height of the horizontal logo is 5mm in print and 16px in digital.
• Ericsson Black and Ericsson White are the only color variations allowed for the logo.
• Colors should be limited to a grayscale palette — the logo should never be set in color. Changing the logo’s proportions, angle, or structure is also strictly forbidden.
• Use the Econ in Ericsson Black on a light background.
• Use the Econ in Ericsson White on a dark background.
• Use the Econ in Ericsson Black on a light photographic background.
• Use the Econ in Ericsson White on a dark photographic background.
• Don’t use the Econ in color.
• Don’t use the Econ in outline.
• Don’t change the angle or the proportions of the Econ.
• Don’t fill the Econ or logo with any color other than black or white.
• Our color palette consists of a white to black foundation along with accent colors. Black or white is the preferred background along with our shades of gray.
• The color palette for digital product development has optimized values for its particular environment.
• The tones we have selected are digitally native, intentionally bright and rich in contrast. The accent colors are primarily intended to help guide users towards key messages and interactions rather than distract them through unnecessary decorative usage.
• We have six accent colors that may be extended with tints (lighter), and one shade (darker), when working with graphics such as charts, diagrams and other data visualizations. Tints and shades of our gray may also be used in charts.
• Never use colored text, except as links on digital devices.
• Never letterspace lowercase text.
• Line feed refers to the spacing between lines. Here, we recommend two basic settings for easy handling: 120 percent of type size below 12pts and 115 percent of type size above 12pts. (Professional users can adjust these values so as to follow layout baseline grids and compositions with large headings.)
• Large headlines should be set to 110 percent.
• A good rule of thumb is to decrease tracking and line feed as type size increases, especially in headings and large quotes. Adjust word spacing according to line length, and line feed according to columns, margins, layout and page size. Avoid long lines in body text. A general recommendation is 55–75 characters per line. Keep headlines short and to the point rather than stretching them across the entire page.
• Use sentence case for headings.
• Don’t use colored typography.
• Don’t use boxed headings.
• Don’t use all-caps headings.
• Don’t use italics.
• Don’t use transparent typography.

Layout And Composition

• Our grid system consists of a six- or 12-column layout, where gutter size is one-third of column width. Whenever possible, margins are equal to one column width, while rows have the same gutter size as columns. The number of rows should be any even number that is most appropriate for the given application.
• 3X margin = 15mm 3X column = 15mm 1X gutter = 5mm
• The horizontal gutter should match the vertical gutter, while the number of rows used should allow suffcienct flexibility for the given content. Most often, a shape that resembles the application itself will provide the best result.
• In small, narrow, or other extreme formats, a six-column grid with a wider margin might be needed.
• Use the same grid system, but divide by 53 instead of 29.
• Our grid system is designed to work across multiple formats and touchpoints while being easily scalabale to fit all different layouts, from screen-based applications to billboards.
• Many digital applications are not divisible by 53, so — in order to achieve pixel-perfect measurements — the gutter size must be rounded down to the nearest even number. Here’s a quick guide for calculating the grid on a 1920px-wide application. 1920px / 53 = 36.2px Gutter size (x) = 36px Column size = 3x = 108px Total grid size = 1692px Margins = 114px
• When creating printed applications, a grid structure is essential. The grid helps to arrange content in a clear and organized manner. For paper-based applications, use our standard grid. For other kinds (such as vehicle branding, for example), optical alignment is a more practical alternative.
• All communication layouts are based on our 12-column grid system for easy placement of various elements. Use the template files as a starting point and adapt them to your specific needs. The included layouts and styles should always be your primary choice — try not to deviate from them unless it’s absolutely necessary.
• White papers are important documents, and their contents and layout should reflect our company’s expertise and spearhead position in the industry. With this in mind, we’ve designed a clear, structured system for creating them based on our grid layout. Please adhere to the following structure and grid guidelines when creating white papers.
• Our brochures are designed to inform and inspire, showcasing product features and real-life benefits while also providing comprehensive technical specifications. We have designed a clear, structured system for creating them based on our grid layout. The brochure grid has a wider inner margin to accommodate for binding. Please adhere to the following structure and grid guidelines when creating product brochures.
• Our datasheets are designed to inform and inspire, showcasing product features and real-life benefits while also providing comprehensive technical specifications. We have designed a clear, structured system for creating them based on our grid layout in A4 format. Please adhere to the following structure and grid guidelines when creating datasheets.
• The documents we interact with on a daily basis are important carriers of our brand. They should convey digital expertise and professionalism, whether used internally or externally. We keep them neat and simple, basing their template structure on our grid layout.
• We have designed a set of easily adaptable templates, based on our grid layout, that allow for quick and smooth production.
• Use the following templates as a starting point to create envelopes and the included grid system to position addresses and other information.

Brand Architecture

• Co-branding relates to initiatives where our brand is promoted in association with one or more other brands.
• seek and select co-branding partners based on benefits for our company through a proactive, structured, and consistent approach
• avoid co-branding situations and partners that represent a risk of diluting or damaging our brand
• adhere to a structured approach building on uniform solutions for how we visually coexist with other brands
• Applications for these co-branding principles include any situation where our brand is visible with another brand or several other brands. Co-branding situations can be part of anything from basic promotional agreements to long-term partnerships and strategic alliances where co-branding is a recurring undertaking.
• To be considered a worthy co-branding initiative, the following high-level criteria must be met: Business objectives All initiatives must be based on sound business rationale. Brand objectives All initiatives must clearly show how they (a.) support the master brand or (b.) why they must deviate to protect the mother brand or the business of the initiative. Defined life cycle plan All initiatives must have a time plan consisting of (a.) a start-up, (b.) a lifetime, and (c.) an end date. Defined activation plan All initiatives must contain an activation plan and must be able to carry the costs of potential trademarks, communications, and so on.
• Co-branding hierarchies: 1. Joint venture: A legal business arrangement between two or more parties to work together for a particular purpose or on a particular project 2. Strategic alliance: Cooperation among two or more independent parties to work together toward common objectives (Unlike in joint ventures, firms do not form a new entity to further their aims, but rather collaborate while remaining apart and distinct.) 3. Channel partner: A third party that markets and sells products, services, or technologies for another party through a partnering relationship 4. Supplier partner: Supply-specific partnership with a supplier for a finite period of time 5. Customer communication partner: A specific effort between two parties to communicate a joint success, progress, or similar 6. Sponsorship partner: Collaboration where we provide competencies, time, or a budget to the other party 7. Other partner: Other beneficial co-initiative between our company and another party that does not fall under any of the other categories
• The first question should be ‘Who is leading?’ This will guide the overall execution and is the natural starting point.
• Some questions to help get the answer include: • Whose customers are being targeted? • Whose channels are used? • Whose offering is being promoted? • Who pays for the activity? (Note: Sometimes, no party has the definitive lead, and, instead, there’s an even balance of mutual effort.)
• Lead: 01. We lead 02. Partner leads 03. Mutual lead Message origin: Us Partner Both Visual identity: Ours Partner’s Neutral/generic Logo placement: Our company in the lead position Partner in lead position Depending on situation
• This type of co-branding is used when we are the leading partner of a proposition or have the lead in the communication of a certain joint offer or message. In these cases, we use corporate branding and our identity. The partner is a secondary sender and is presented as a signature brand under our logo and byline.
• As the main sender, our logotype and brand identity are to be used. The partner’s logotype along with an explanatory text should be used to provide a context for the signature brand.
• Whenever we use our logo alongside other logos, we should allways use it with the full wordmark.
• When we are the driver in cooperative branding, our identity and its associated elements (such as photography, typography, color pallette, and other graphic elements) are to be used. Never mix partner identities with ours.
• For print ads, our logotype and our partner’s are both placed at the bottom right of the page. We are always positioned above the partner’s logotype when we have the lead.
• In PowerPoints, the partnering logos should take the Econ’s place in the upper right corner on content slides, using the horizontal lockup (this to give slide content space and margins). On cover slides, the vertical lockup should be retained and placed in the upper right corner.
• For rollups, our logotype and our partner’s are both positioned at the top left-hand corner of the rollup, with our logotype always positioned to the left of the partner’s logotype.
• The preferred byline in a standard co-branding scenario is ‘In collaboration with,’ but the byline can be adapted specifically to the partner’s or our own contribution.
• Our logo should be placed according to our design guidelines, grid, and, preferably, after main messages in print and online communications. In PowerPoint, the partnered logos should take the Econ’s place in the upper right corner. For rollups, the upper left corner placement should be retained to ensure that the logos are always visible in busy environments.
• The visual hierarchy should have our logo read first and the partner’s logo second.
• It’s important that the two logotypes are seen to be in proportion to one another in terms of size and contrast. The partner’s logo should never appear larger, taller, or wider than our logo. Use the size of our logo as a reference, but the partner’s logo may have to be scaled down at times even further so as not to appear to have more body/look larger.
• Using both logos in a unanimous monochrome state — white or black — is preferred, but if partner logos are not able to be reproduced in monochrome colors, partner brand colors may be used.
• The minimum clearance area is equal to one-third of the Econ’s height. This also defines the distance between the partnered logos and the byline.
• To get the correct size of the byline, type ‘Ericsson’ and scale it to fit within the Econ. (Always center align.)
• At times when a vertical lockup would render too small logotypes, a horizontal lockup may be used.
• To get the correct size of the byline, type ‘Ericsson’ and scale it to fit within the Econ. Always left align the text to accentuate ourselves as the sender of the message.
• When the partner brand is the driver, no elements of our brand identity are used (other than our logotype).
• We reserve the right to refuse use of our logotype if the proposed solution does not follow our rules.
• We are unable to dictate to a partner exactly where the logotype should be displayed, but we never mix partner identities with our own. (Make sure that the free space around our logotype remains intact.) It’s very important that both brands are seen as working together visually, even if we are not taking the lead in the design.
• Rules and a checklist for how our cooperative partners use our logotype: • Whenever possible, use our vertical logotype with our wordmark. • Always make sure that our logotype is given enough free space. • Always make sure that the correct logotype is used for the chosen environment (that is, the color background), as stated in our Ericsson Visual Guidelines.
• Our company and other companies are equals. For this reason, company logos are typically side by side and the same size (the same visual weight, that is, as the aspect ratio may be different), since there is equal responsibility for the offering.
• Remember to obtain appropriate written permission to use a trademark not owned by your company. A copyright statement should be agreed upon by authorized representatives of all participants.
• To qualify for this scenario, the first item in the list below must be present along with at least two other items in the list: 1. a joint call to action (stating that the user can contact the company for information or containing a single contact point that reaches both companies) 2. joint technical or sales support (the user can contact either company for support) 3. joint sales calls (a sales representative from each company is present) 4. joint funding (each company donates money and/or resources) 5. joint liability (each company takes responsibility for the offering) 6. joint venture (joint R&D effort)
• In a mutual lead proposition, it’s important that no brand seems to have the lead, meaning that: • Respective logos should be used with equal prominence, size, and position. • Typefaces, colors, and other brand identity carriers should be neutral. (For example, use Arial — a universally available typeface that carries little or no brand association.) • When placing photos, graphs, and so on that use colors or other graphical elements from the respective brand, the sender should be stated clearly through a photo byline.
• All communications in a mutually led proposition are unique, and each execution should be created along with our respective partner or partners.
• The first point of contact is the Market Area or Business Area Head of Marketing. On a group level, it’s the GF Marketing and Corporate Relations Director of Brand Architecture.
• These solutions apply when promoting our products and offerings in a partner’s communication or sales channels.
• This solution applies when promoting our products and offerings in a certified reseller partner’s communication. Only use the relationship marks in approved channel partner programs.
• All of our partners and resellers are strongly urged to only use the relationship mark for which they have been certified.
• If nothing else is agreed, the mark is the only identity carrier of ours that a reseller partner is allowed to use in their communication.
• This is the general channel partner mark. Use this mark or the specific mark according to the partner’s level in the program.
• Select channel partner: This is the mark specific to the Select level.
• Premier channel partner: This is the mark specific to the Premier level.
• Strategic channel partner: This is the mark specific to the Strategic level.
• The descriptive text should always include ‘Ericsson.’ This is to indicate that the user of the mark is the channel partner to our company and not the other way around.
• When we are mentioned in our partners’ marketing material, the state of the cooperation must be communicated along with our logo. Be sure to follow our logo guidelines regarding free space, colors, and so on.
• When our material is going to be used by a partner/reseller in their own sales channels, a box containing partner/ reseller information should be added to the bottom of the last page. Information that should be present includes their logo, contact details, and a short descriptive text on the nature of their collaboration with us. If the partner is a channel partner, they should also add our channel partner logo.
• Ericsson-LG is part of our Ericsson family. This means that all rules, guidelines, and assets that are available through the Brand Portal are also applicable for Ericsson-LG. The only visual difference between Ericsson-LG and Ericsson is the logotype solution (the combined Ericsson-LG logo). Accordingly, all templates using a logotype have been created in an Ericsson-LG version.

Co Branding

• Co-branding relates to initiatives where our brand is promoted in association with one or more other brands.
• Objectives • gain brand value and maximize impact from our joint presence with other brands • support partnering activities, ecosystem opportunities, and increase our overall attractiveness as a partner • minimize image risks by securing the right partners and contexts for co-branding • avoid brand dilution resulting from poorly selected co-brandings or inconsistent applications
• Principles • seek and select co-branding partners based on benefits for our company through a proactive, structured, and consistent approach • avoid co-branding situations and partners that represent a risk of diluting or damaging our brand • adhere to a structured approach building on uniform solutions for how we visually coexist with other brands
• Applications for these co-branding principles include any situation where our brand is visible with another brand or several other brands. Co-branding situations can be part of anything from basic promotional agreements to long-term partnerships and strategic alliances where co-branding is a recurring undertaking. To be considered a worthy co-branding initiative, the following high-level criteria must be met: Business objectives All initiatives must be based on sound business rationale. Brand objectives All initiatives must clearly show how they (a.) support the master brand or (b.) why they must deviate to protect the mother brand or the business of the initiative. Defined life cycle plan All initiatives must have a time plan consisting of (a.) a start-up, (b.) a lifetime, and (c.) an end date. Defined activation plan All initiatives must contain an activation plan and must be able to carry the costs of potential trademarks, communications, and so on.
• Co-branding hierarchies 1. Joint venture: A legal business arrangement between two or more parties to work together for a particular purpose or on a particular project 2. Strategic alliance: Cooperation among two or more independent parties to work together toward common objectives (Unlike in joint ventures, firms do not form a new entity to further their aims, but rather collaborate while remaining apart and distinct.) 3. Channel partner: A third party that markets and sells products, services, or technologies for another party through a partnering relationship 4. Supplier partner: Supply-specific partnership with a supplier for a finite period of time 5. Customer communication partner: A specific effort between two parties to communicate a joint success, progress, or similar 6. Sponsorship partner: Collaboration where we provide competencies, time, or a budget to the other party 7. Other partner: Other beneficial co-initiative between our company and another party that does not fall under any of the other categories
• Co-branding guidelines The first question should be ”Who is leading?” This will guide the overall execution and is the natural starting point.
• Some questions to help get the answer include: • Whose customers are being targeted? • Whose channels are used? • Whose offering is being promoted? • Who pays for the activity? (Note: Sometimes, no party has the definitive lead, and, instead, there’s an even balance of mutual effort.)
• Lead: 01. We lead 02. Partner leads 03. Mutual lead Message origin: Us Partner Both Visual identity: Ours Partner’s Neutral/generic Logo placement: Our company in the lead position Partner in lead position Depending on situation
• This type of co-branding is used when we are the leading partner of a proposition or have the lead in the communication of a certain joint offer or message. In these cases, we use corporate branding and our identity. The partner is a secondary sender and is presented as a signature brand under our logo and byline.
• As the main sender, our logotype and brand identity are to be used. The partner’s logotype along with an explanatory text should be used to provide a context for the signature brand.
• Whenever we use our logo alongside other logos, we should allways use it with the full wordmark.
• When we are the driver in cooperative branding, our identity and its associated elements (such as photography, typography, color pallette, and other graphic elements) are to be used. Never mix partner identities with ours.
• For print ads, our logotype and our partner’s are both placed at the bottom right of the page. We are always positioned above the partner’s logotype when we have the lead.
• In PowerPoints, the partnering logos should take the Econ’s place in the upper right corner on content slides, using the horizontal lockup (this to give slide content space and margins). On cover slides, the vertical lockup should be retained and placed in the upper right corner.
• For rollups, our logotype and our partner’s are both positioned at the top left-hand corner of the rollup, with our logotype always positioned to the left of the partner’s logotype.
• The preferred byline in a standard co-branding scenario is ”In collaboration with,” but the byline can be adapted specifically to the partner’s or our own contribution. For example the following could be relevant: • ”Lead technology partner” • ”In partnership with” • ”Powered by”
• Our logo should be placed according to our design guidelines, grid, and, preferably, after main messages in print and online communications. In PowerPoint, the partnered logos should take the Econ’s place in the upper right corner. For rollups, the upper left corner placement should be retained to ensure that the logos are always visible in busy environments.
• The visual hierarchy should have our logo read first and the partner’s logo second.
• It’s important that the two logotypes are seen to be in proportion to one another in terms of size and contrast. The partner’s logo should never appear larger, taller, or wider than our logo. Use the size of our logo as a reference, but the partner’s logo may have to be scaled down at times even further so as not to appear to have more body/look larger.
• Using both logos in a unanimous monochrome state — white or black — is preferred, but if partner logos are not able to be reproduced in monochrome colors, partner brand colors may be used.
• The minimum clearance area is equal to one-third of the Econ’s height. This also defines the distance between the partnered logos and the byline.
• To get the correct size of the byline, type ”Ericsson” and scale it to fit within the Econ. (Always center align.)
• At times when a vertical lockup would render too small logotypes, a horizontal lockup may be used.
• To get the correct size of the byline, type ”Ericsson” and scale it to fit within the Econ. Always left align the text to accentuate ourselves as the sender of the message.
• When the partner brand is the driver, no elements of our brand identity are used (other than our logotype). We reserve the right to refuse use of our logotype if the proposed solution does not follow our rules. We are unable to dictate to a partner exactly where the logotype should be displayed, but we never mix partner identities with our own. (Make sure that the free space around our logotype remains intact.) It’s very important that both brands are seen as working together visually, even if we are not taking the lead in the design.
• Rules and a checklist for how our cooperative partners use our logotype: • Whenever possible, use our vertical logotype with our wordmark. • Always make sure that our logotype is given enough free space. • Always make sure that the correct logotype is used for the chosen environment (that is, the color background), as stated in our Ericsson Visual Guidelines.
• Our company and other companies are equals. For this reason, company logos are typically side by side and the same size (the same visual weight, that is, as the aspect ratio may be different), since there is equal responsibility for the offering.
• Remember to obtain appropriate written permission to use a trademark not owned by your company. A copyright statement should be agreed upon by authorized representatives of all participants.
• To qualify for this scenario, the first item in the list below must be present along with at least two other items in the list: 1. a joint call to action (stating that the user can contact the company for information or containing a single contact point that reaches both companies) 2. joint technical or sales support (the user can contact either company for support) 3. joint sales calls (a sales representative from each company is present) 4. joint funding (each company donates money and/or resources) 5. joint liability (each company takes responsibility for the offering) 6. joint venture (joint R&D effort)
• In a mutual lead proposition, it’s important that no brand seems to have the lead, meaning that: • Respective logos should be used with equal prominence, size, and position. • Typefaces, colors, and other brand identity carriers should be neutral. (For example, use Arial — a universally available typeface that carries little or no brand association.) • When placing photos, graphs, and so on that use colors or other graphical elements from the respective brand, the sender should be stated clearly through a photo byline.
• Note: All communications in a mutually led proposition are unique, and each execution should be created along with our respective partner or partners.
• The first point of contact is the Market Area or Business Area Head of Marketing. On a group level, it’s the GF Marketing and Corporate Relations Director of Brand Architecture.
• These solutions apply when promoting our products and offerings in a partner’s communication or sales channels. (Note that this may be done through a certified channel partner cooperation or as part of a regular cooperation.)
• This solution applies when promoting our products and offerings in a certified reseller partner’s communication. Only use the relationship marks in approved channel partner programs. All of our partners and resellers are strongly urged to only use the relationship mark for which they have been certified. If nothing else is agreed, the mark is the only identity carrier of ours that a reseller partner is allowed to use in their communication.
• The channel partner mark This is the general channel partner mark. Use this mark or the specific mark according to the partner’s level in the program. • Select channel partner This is the mark specific to the Select level. • Premier channel partner This is the mark specific to the Premier level. • Strategic channel partner This is the mark specific to the Strategic level. • Descriptive text The descriptive text should always include ”Ericsson.” This is to indicate that the user of the mark is the channel partner to our company and not the other way around.
• When we are mentioned in our partners’ marketing material, the state of the cooperation must be communicated along with our logo. Be sure to follow our logo guidelines regarding free space, colors, and so on.
• When our material is going to be used by a partner/reseller in their own sales channels, a box containing partner/ reseller information should be added to the bottom of the last page. Information that should be present includes their logo, contact details, and a short descriptive text on the nature of their collaboration with us. If the partner is a channel partner, they should also add our channel partner logo.
• Ericsson-LG is part of our Ericsson family. This means that all rules, guidelines, and assets that are available through the Brand Portal are also applicable for Ericsson-LG. The only visual difference between Ericsson-LG and Ericsson is the logotype solution (the combined Ericsson-LG logo). Accordingly, all templates using a logotype have been created in an Ericsson-LG version.

Social Media Guidelines

• When creating an avatar for social media, the logo should be used in an Econ format. This is because the avatar is almost always accompanied by our Ericsson name.
• Always create your image with a square background. Circular cropping is done automatically by the social media platform. When creating an avatar, the minimum clearance area is one-third of the Econ’s height.
• In round avatars, less clearance area is required. The guidelines below show how to create an image for social media.
• Use the Econ for social media avatars.
• The minimum height of the Econ is 5mm in print and 16px in digital environments.
• When used as a social media avatar, the Econ may be rendered smaller to include the clearance area within the 16px.
• Ericsson Black and Ericsson White are the only color variations allowed for the logo.
• Colors should be limited to a grayscale palette — the logo should never be set in color. Changing the logo’s proportions, angle, or structure is also strictly forbidden.
• Use the Econ in Ericsson Black on a light background.
• Use the Econ in Ericsson White on a dark background.
• Use the Econ in Ericsson Black on a light photographic background.
• Use the Econ in Ericsson White on a dark photographic background.
• Don’t use the Econ in color.
• Don’t use the Econ in outline.
• Don’t change the angle or the proportions of the Econ.
• Don’t fill the Econ or logo with any color other than black or white.

Print Guidelines

• When creating printed applications, a grid structure is essential. The grid helps to arrange content in a clear and organized manner. For paper-based applications, use our standard grid. For other kinds (such as vehicle branding, for example), optical alignment is a more practical alternative.
• 3X margin = 15mm 3X column = 15mm 1X gutter = 5mm
• Margins, 3X
• Gutter, 1X
• Column, 3X
• Use the guidelines below when creating communication materials and other simple, one-page applications. All communication layouts are based on our 12-column grid system for easy placement of various elements. Use the template files as a starting point and adapt them to your specific needs. The included layouts and styles should always be your primary choice — try not to deviate from them unless it’s absolutely necessary.
• The template package includes all standard international and US sizes.
• International standard formats
• US standard formats
• US ANSI formats
• White papers are important documents, and their contents and layout should reflect our company’s expertise and spearhead position in the industry. With this in mind, we’ve designed a clear, structured system for creating them based on our grid layout.
• Please adhere to the following structure and grid guidelines when creating white papers.
• Each of our white papers is a document with a very high standard of objectivity, offering either an overview or an in-depth study of technology, products, solutions, and standards (among other things) while explaining their usage, importance, and benefits. White papers have emerged as the standard way of conveying scientific, political, business, and other information. Be sure to follow the instructions given here before publishing any white papers.
• Rollups are often seen in large, open spaces, and their typography should be treated with this in mind.
• The key message should be printed large for maximum readability, while additional information should be easy to read from a standing position, whether up close or from a distance. Avoid placing information too far down, where it risks being blocked from view by feet and bags.
• The template files include layouts for both external and internal use (with and without logotype).
• This is body copy on a roll-up set in Ericsson Hilda 144pt with a line height of 158.4pt
• Our brochures are designed to inform and inspire, showcasing product features and real-life benefits while also providing comprehensive technical specifications. We have designed a clear, structured system for creating them based on our grid layout. The brochure grid has a wider inner margin to accommodate for binding.
• Please adhere to the following structure and grid guidelines when creating product brochures.
• Brochure grid system
• Brochure front and back cover template
• Brochure spread template
• Our datasheets are designed to inform and inspire, showcasing product features and real-life benefits while also providing comprehensive technical specifications. We have designed a clear, structured system for creating them based on our grid layout in A4 format.
• Please adhere to the following structure and grid guidelines when creating datasheets.
• From business cards to envelopes, every part of our stationery plays its own small but important role in bringing our Ericsson brand out into the world.
• Business cards hold the same information as your email signature.
• The documents we interact with on a daily basis are important carriers of our brand. They should convey digital expertise and professionalism, whether used internally or externally. We keep them neat and simple, basing their template structure on our grid layout.
• Use Templafy in Word, PowerPoint, and so on to access the correct templates.
• We have designed a set of easily adaptable templates, based on our grid layout, that allow for quick and smooth production.
• Use the following templates as a starting point to create envelopes and the included grid system to position addresses and other information.
• As return address placement may vary from country to country, we have not specified where it should be placed. Use Ericsson Hilda 8pt for the return address to clearly separate it from the delivery address (Ericsson Hilda 10pt).
• Ericsson envelope layout (international standard)

Digital Guidelines

• We are on our way to becoming a truly digital brand. As part of our quest for easy, our digital-first brand identity promises simplicity, trust, and enhanced productivity.
• The geometry of the Econ has been refined to align smoothly and naturally with the pixel grid. Its angle, curvature and spacing have all been adjusted for knife-sharp performance in digital environments.
• The Econ’s 18.435° inclination angle has been fine-tuned to harmonize with a pixel grid. The new angle ensures a uniform pixel distribution, which in turn means smoothly rendered edges on any screen.
• On digital screens, the edges of angular shapes are rendered through a series of pixels, set at different levels of opacity for a blurred effect.
• The new 18.435° angle, however, ensures a uniform three-pixel repetition along the edges of the Econ. It’s an extremely subtle tweak, but it means clean, sharp edges regardless of size.
• Continuous curvature is a familiar principle in industrial design, where seamless transitions between lines and curves provide both functional and aesthetic benefits. We’ve translated this principle to our Econ, optimizing the edges to create the impression of a smooth, continuous curve without any interruptions.
• The black and white application of the lockup is preferred for digital touchpoints, where the combination of the shape optimization and the crisp contrast makes for an optimal render on screen.
• Although we prioritize a digital-first approach where we favor sharpness, contrast and the performance on screen that the black and white version of the logo provides, the classic blue version of the logo remains valid for touchpoints like building signages, corporate communications, official correspondence, legal documentation and other more traditional offline applications.
• Whenever your communication requires a more actionable outcome, you can add a “call to action” (CTA) appendix to the Econ. This will help drive your audience to a specific digital platform or to promote a specific action related to your message.
• Appendix CTAs are for both internal and external use, but they’re only allowed for marketing and communications executions or campaigns.
• Appendix CTAs are not logo lockups but tags to support specific messages. The only legally registered applications of our logo are described above.
• Typical appendix CTAs include (short) URLs on ericsson.com or hashtags but never slogans or promotional messages. Not every instance of the Econ should carry a CTA. Appendix CTAs are optional and should be used only when relevant. They should be kept short and straightfoward.
• Appendix CTAs are never to be added to the full lockup.
• CTA must be placed outside of the Econ’s clearance area at one-third of the Econ’s height.
• The length of the CTA is defined by the width of the Econ. As a general rule, use short words when using a single-line CTA, aligning the type size to the body copy text size of your execution. If the CTA is longer, use line breaks.
• CTAs can be left or right aligned depending on your specific layout or template, but the tag is always positioned outside the Econ’s clearance area (at one-third of its height).
• CTAs can run in two lines. For URLs, the content after the slash break goes below.
• Alignment of the appendix depends on the specific position of the Econ within the layout.
• If the position of the Econ is centered (for example, in a PowerPoint end slide), the CTA follows through.
• The logo requires a surrounding clearance area to separate it from other graphic elements and maintain visual impact. When using the logotype in a digital environment, please follow the guidelines shown here.
• The recommended clearance area is equal to the height of the Econ in all directions.
• The minimum clearance area is one-third of the Econ’s height.
• This is the recommended clearance area for digital product development. (See UX design guidelines for more detailed instructions.)
• When creating an avatar for social media, the logo should be used in an Econ format. This is because the avatar is almost always accompanied by our Ericsson name.
• Always create your image with a square background. Circular cropping is done automatically by the social media platform. When creating an avatar, the minimum clearance area is one-third of the Econ’s height.
• In round avatars, less clearance area is required. The guidelines below show how to create an image for social media.
• Use the Econ for social media avatars.
• The minimum height of the Econ is 5mm in print and 16px in digital environments.
• The minimum height of the vertical logo is 15mm in print and 34px in digital.
• The minimum height of the horizontal logo is 5mm in print and 16px in digital.
• When used as a social media avatar, the Econ may be rendered smaller to include the clearance area within the 16px.
• Ericsson Black and Ericsson White are the only color variations allowed for the logo.
• Colors should be limited to a grayscale palette — the logo should never be set in color. Changing the logo’s proportions, angle, or structure is also strictly forbidden.
• Use the Econ in Ericsson Black on a light background.
• Use the Econ in Ericsson White on a dark background.
• Use the Econ in Ericsson Black on a light photographic background.
• Use the Econ in Ericsson White on a dark photographic background.
• Don’t use the Econ in color.
• Don’t use the Econ in outline.
• Don’t change the angle or the proportions of the Econ.
• Don’t fill the Econ or logo with any color other than black or white.
• Many digital applications are not divisible by 53, so — in order to achieve pixel-perfect measurements — the gutter size must be rounded down to the nearest even number. Here’s a quick guide for calculating the grid on a 1920px-wide application. 1920px / 53 = 36.2px Gutter size (x) = 36px Column size = 3x = 108px Total grid size = 1692px Margins = 114px

Brand Partnerships

• Co-branding relates to initiatives where our brand is promoted in association with one or more other brands.
• Objectives • gain brand value and maximize impact from our joint presence with other brands • support partnering activities, ecosystem opportunities, and increase our overall attractiveness as a partner • minimize image risks by securing the right partners and contexts for co-branding • avoid brand dilution resulting from poorly selected co-brandings or inconsistent applications
• Principles • seek and select co-branding partners based on benefits for our company through a proactive, structured, and consistent approach • avoid co-branding situations and partners that represent a risk of diluting or damaging our brand • adhere to a structured approach building on uniform solutions for how we visually coexist with other brands
• Applications for these co-branding principles include any situation where our brand is visible with another brand or several other brands. Co-branding situations can be part of anything from basic promotional agreements to long-term partnerships and strategic alliances where co-branding is a recurring undertaking.
• To protect our brand and secure company benefits, all co-branding undertakings need approval on a case-by-case basis. (Remember to seek approval prior to developing any visuals or initiating any execution activities.)
• Business objectives All initiatives must be based on sound business rationale.
• Brand objectives All initiatives must clearly show how they (a.) support the master brand or (b.) why they must deviate to protect the mother brand or the business of the initiative.
• Defined life cycle plan All initiatives must have a time plan consisting of (a.) a start-up, (b.) a lifetime, and (c.) an end date.
• Defined activation plan All initiatives must contain an activation plan and must be able to carry the costs of potential trademarks, communications, and so on.
• The first question should be ”Who is leading?” This will guide the overall execution and is the natural starting point.
• Some questions to help get the answer include: • Whose customers are being targeted? • Whose channels are used? • Whose offering is being promoted? • Who pays for the activity? (Note: Sometimes, no party has the definitive lead, and, instead, there’s an even balance of mutual effort.)
• Lead: 01. We lead 02. Partner leads 03. Mutual lead Message origin: Us Partner Both Visual identity: Ours Partner’s Neutral/generic Logo placement: Our company in the lead position Partner in lead position Depending on situation
• This type of co-branding is used when we are the leading partner of a proposition or have the lead in the communication of a certain joint offer or message. In these cases, we use corporate branding and our identity. The partner is a secondary sender and is presented as a signature brand under our logo and byline.
• As the main sender, our logotype and brand identity are to be used. The partner’s logotype along with an explanatory text should be used to provide a context for the signature brand.
• Whenever we use our logo alongside other logos, we should allways use it with the full wordmark.
• When we are the driver in cooperative branding, our identity and its associated elements (such as photography, typography, color pallette, and other graphic elements) are to be used. Never mix partner identities with ours.
• For print ads, our logotype and our partner’s are both placed at the bottom right of the page. We are always positioned above the partner’s logotype when we have the lead.
• In PowerPoints, the partnering logos should take the Econ’s place in the upper right corner on content slides, using the horizontal lockup (this to give slide content space and margins). On cover slides, the vertical lockup should be retained and placed in the upper right corner.
• For rollups, our logotype and our partner’s are both positioned at the top left-hand corner of the rollup, with our logotype always positioned to the left of the partner’s logotype.
• The preferred byline in a standard co-branding scenario is ”In collaboration with,” but the byline can be adapted specifically to the partner’s or our own contribution.
• Our logo should be placed according to our design guidelines, grid, and, preferably, after main messages in print and online communications. In PowerPoint, the partnered logos should take the Econ’s place in the upper right corner. For rollups, the upper left corner placement should be retained to ensure that the logos are always visible in busy environments.
• The visual hierarchy should have our logo read first and the partner’s logo second.
• It’s important that the two logotypes are seen to be in proportion to one another in terms of size and contrast. The partner’s logo should never appear larger, taller, or wider than our logo. Use the size of our logo as a reference, but the partner’s logo may have to be scaled down at times even further so as not to appear to have more body/look larger.
• Using both logos in a unanimous monochrome state — white or black — is preferred, but if partner logos are not able to be reproduced in monochrome colors, partner brand colors may be used.
• The minimum clearance area is equal to one-third of the Econ’s height. This also defines the distance between the partnered logos and the byline.
• To get the correct size of the byline, type ”Ericsson” and scale it to fit within the Econ. (Always center align.)
• At times when a vertical lockup would render too small logotypes, a horizontal lockup may be used.
• To get the correct size of the byline, type ”Ericsson” and scale it to fit within the Econ. Always left align the text to accentuate ourselves as the sender of the message.
• When the partner brand is the driver, no elements of our brand identity are used (other than our logotype).
• We reserve the right to refuse use of our logotype if the proposed solution does not follow our rules.
• We are unable to dictate to a partner exactly where the logotype should be displayed, but we never mix partner identities with our own. (Make sure that the free space around our logotype remains intact.) It’s very important that both brands are seen as working together visually, even if we are not taking the lead in the design.
• Rules and a checklist for how our cooperative partners use our logotype: • Whenever possible, use our vertical logotype with our wordmark. • Always make sure that our logotype is given enough free space. • Always make sure that the correct logotype is used for the chosen environment (that is, the color background), as stated in our Ericsson Visual Guidelines.
• Our company and other companies are equals. For this reason, company logos are typically side by side and the same size (the same visual weight, that is, as the aspect ratio may be different), since there is equal responsibility for the offering.
• Remember to obtain appropriate written permission to use a trademark not owned by your company. A copyright statement should be agreed upon by authorized representatives of all participants.
• To qualify for this scenario, the first item in the list below must be present along with at least two other items in the list: 1. a joint call to action (stating that the user can contact the company for information or containing a single contact point that reaches both companies) 2. joint technical or sales support (the user can contact either company for support) 3. joint sales calls (a sales representative from each company is present) 4. joint funding (each company donates money and/or resources) 5. joint liability (each company takes responsibility for the offering) 6. joint venture (joint R&D effort)
• In a mutual lead proposition, it’s important that no brand seems to have the lead, meaning that: • Respective logos should be used with equal prominence, size, and position. • Typefaces, colors, and other brand identity carriers should be neutral. (For example, use Arial — a universally available typeface that carries little or no brand association.) • When placing photos, graphs, and so on that use colors or other graphical elements from the respective brand, the sender should be stated clearly through a photo byline.
• Note: All communications in a mutually led proposition are unique, and each execution should be created along with our respective partner or partners.
• The first point of contact is the Market Area or Business Area Head of Marketing. On a group level, it’s the GF Marketing and Corporate Relations Director of Brand Architecture.
• These solutions apply when promoting our products and offerings in a partner’s communication or sales channels.
• This solution applies when promoting our products and offerings in a certified reseller partner’s communication. Only use the relationship marks in approved channel partner programs.
• All of our partners and resellers are strongly urged to only use the relationship mark for which they have been certified.
• If nothing else is agreed, the mark is the only identity carrier of ours that a reseller partner is allowed to use in their communication.
• This is the general channel partner mark. Use this mark or the specific mark according to the partner’s level in the program.
• Select channel partner This is the mark specific to the Select level.
• Premier channel partner This is the mark specific to the Premier level.
• Strategic channel partner This is the mark specific to the Strategic level.
• The descriptive text should always include ”Ericsson.” This is to indicate that the user of the mark is the channel partner to our company and not the other way around.
• When we are mentioned in our partners’ marketing material, the state of the cooperation must be communicated along with our logo. Be sure to follow our logo guidelines regarding free space, colors, and so on.
• When our material is going to be used by a partner/reseller in their own sales channels, a box containing partner/ reseller information should be added to the bottom of the last page. Information that should be present includes their logo, contact details, and a short descriptive text on the nature of their collaboration with us. If the partner is a channel partner, they should also add our channel partner logo.
• Ericsson-LG is part of our Ericsson family. This means that all rules, guidelines, and assets that are available through the Brand Portal are also applicable for Ericsson-LG. The only visual difference between Ericsson-LG and Ericsson is the logotype solution (the combined Ericsson-LG logo). Accordingly, all templates using a logotype have been created in an Ericsson-LG version.

Promotion Insights

Color Analysis

Statistics computed across 402 images

Tone Distribution

Sample Images

Image 1

#ICYMI: #Airtel and #Ericsson conduct India’s 1st LAA trial in a live network. More on the story here:

Attributes:

• Caption: A man standing in front of a wall of blue foam squares.
• Keywords: man, blue, foam, squares, wall

Image 2

#ICYMI: #Airtel and #Ericsson conduct India’s 1st LAA trial in a live network. More on the story here:

Attributes:

• Caption: A man is standing in front of a blue wall and holding a cell phone.
• Keywords: man, cell phone, blue wall, standing, holding, technology, communication, smartphone, device, hands, arms, body language, expression, focus, concentration, attention, work, business, professional, indoors, room, office, office space, office environment

Image 3

Magnus Ewerbring talks about how #Ericsson is enabling operators turn on #5G. More updates from his keynote to follow. Stay tuned!

Attributes:

• Caption: A man standing in front of a projector screen.
• Keywords: projector, screen, man, business, presentation, technology, global update, news, video, image, website, information, communication, businessman, tie, suit, white shirt, black suit, computer, laptop, internet, SGS global update

Image 4

#ICYMI: Ericsson’s Priyanka Anand recently spoke to @PeopleMatters2 about creating a future-ready workforce and shared some insights on Industry 4.0, employee reskilling & more. Read the full story here:

Attributes:

• Caption: A woman in a black suit smiles for the camera.
• Keywords: woman, suit, black, smiling, camera, portrait, professional, office, business, hair, makeup, lipstick, red, eyeshadow, blush, foundation, face, earrings, necklace, collar, businesswoman, career, corporate

Image 5

Speed is coming to #mobile! Our latest report looks at how #microwave networks will handle the shift to #5G. Read it here: #microwaveradio

Attributes:

• Caption: A man holding a phone with the words Speed is coming to mobile on the screen.
• Keywords: speed, mobile, phone, man, bus, street, advertisement, ericsson

Image 6

#ICYMI: Know how we are supporting @smilefoundation in delivering healthcare at the doorstep of urban poor in India through Mobile Health Clinics:

Attributes:

• Caption: A man in a white lab coat is explaining something to a group of people.
• Keywords: man, white coat, crowd, green bus, medical, explanation, outdoor, informative, important, gathering, information, community, healthcare, medical professionals, medical truck

Image 7

📢 Fireside chat coming up on 25th Feb Catch Ericsson’s Nitin Bansal, at the #5GCongress in conversation 🎥with @ETTelecom’s @DanishKh4n Stay tuned for updates.

Attributes:

• Caption: Three men are discussing 5G opportunity in India
• Keywords: 5G, opportunity, India, telecom, technology, business, management, networking, entrepreneurship, innovation, growth, development, infrastructure, investment, market, competition, future

Image 8

“The benefit of virtualization is that it provides OPEX efficiencies along with the ability to deploy s/w upgrades & new functionalities quickly for our customers networks.” Ericsson’s Ludvig Landgren on a panel discussion at IMC @exploreIMC #IMCVirtual2020 #IMC2020

Attributes:

• Caption: Man smiling and wearing a suit and tie
• Keywords: man, suit, tie, smiling, professional, blue eyes, white shirt, brown hair, black jacket, beard, ear, nose, mouth, chin, neck, collar, tie, white shirt, suit, jacket, business, professional

Image 9

The best from #MWC19 is now coming to India. Stay tuned as we bring you the future of connectivity & unleash new products, innovations and solutions at #BarcelonaUnboxed. Catch all the LIVE updates here! Coming soon.

Attributes:

• Caption: A man wearing goggles and a black shirt
• Keywords: Barcelona, unboxed, mobile world congress, man, goggles, black shirt, hand, fingers, glasses, cell phone, technology, conference, india, ericsson

Image 10

We are set to unleash the power of #5G and showcase how it can transform the future of #India. Join us on 3rd July and witness the potential of 5G in action! #5GForIndia

Attributes:

• Caption: A man is holding a tablet with an antenna on it.
• Keywords: man, tablet, antenna, 5G, india, showcasing, power, ericsson, blue shirt, cell phone, technology, advertisement, communication, business, innovation

… and 392 more images

Additional Properties

Net Profit History

Employees History