Ericsson Brand GuidelinesExtract from Ericsson Brand House v.1.0Valid until: June 30, 2021All recipients of this document must be aware that the content included in this guideline is not a replacement or equivalent for our Brand House page. The Brand House page must be prioritized when looking for information on Ericsson brand guidelines, and this document should only serve as a supporting material to any inquiries.04 Our story05 Our vision and purpose05 Our business strategy06 Our brand strategy07 Introducing our brand promise08 The components of our story09 The experience principles11 Audiences and personas12 Brand tonality16 Logo30 Typography38 Color42 Tints and shades44 Print54 The grid58 Co- and relationship branding76 Tier-1 projects76 Preferred suppliers76 Approved suppliers and our employeesStrategy overviewTarget audiencesand personasVisual identityBrand consistencyContents3Ericsson Brand Guidelines3Ericsson Brand GuidelinesHere at Ericsson, we’ve defined detailed brand andbusiness strategies to help us succeed in our con-nectivity mission while enabling our true valuesand character to shine through in all we do.Strategy overview4Ericsson Brand GuidelinesOur storyBuilding on our founder’s core mission to make communication availablefor all, we have been the driving force behind some of the most innovativetechnologies known to mankind. Our industry is one of the few that touchesalmost everyone, everywhere, on a daily basis. We hold more than 50,000patented innovations that have transformed lives, industries, and societyas a whole.Today, our mission is no longer onlyabout communications for all; it’s aboutinternet for all. With the advent of 5Gand IoT, real-time connectivity — fromconnected cars to smart grid technology— will fundamentally change our world.5G will give birth to new businessesand fuel new innovations, changingthe way we communicate and enablingnew solutions for a more intelligent,sustainable and connected world.Our customers, communicationsservice providers, are looking to newtechnologies to help them tap intonew revenue streams, go fully digitaland be more efficient in responseto skyrocketing data traffic on theirnetworks. For that to happen, we mustcontinue to create technologies that areeasy to adopt, use and scale. We aresetting out to decode complexity. The results will show in how we designour products, how we interact witheach other within the company, how wework with our customers and how webring value to the world. For more thana century, we’ve been putting smarttools in the hands of people in everysector of our society, creating intelligenttechnologies that drive positive change.We remain committed to this effort,leaving no one behind.5Ericsson Brand GuidelinesOur vision and purposeOur business strategyEmpowering an intelligent, sustainable and connected world by relentlesslyinnovating technologies that are easy to adopt, use and scale.T...
