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Color blends bring a sense of motion and depth from the Ericsson color palette. Each asset contains a hidden Econ curve featured within the design that subtly emphasizes the Ericsson brand.
When to use
Photography should always be the first approach to communicating messages, because photography can illustrate specific stories in a way that is direct and immediate. However, color blends can be used when photography feels less appropriate and should only be used for the first approach to make an impact with the audience.
Yes:Make an impact – use color blends!
No:Stories with depth – don't use color blends
Cropping color blends
Yes:Always ensure that some of the Econ is visible
Yes:Capture the full range of blues, along with the accent color
Dos and don’ts
Yes:Place type so it maximizes legibility.
Yes:Use with small amounts of text only, like headlines or brief callouts.
Yes:Keep the color blend generally unaltered, other than cropping as indicated above.
No:Alter the contrast or color balance or opacity.
No:Stretch, rotate or skew.
No:Use iconography on color blends.
No:Place ANY asset over the digital fabric.
No:Place along side any other visual asset such as digital fabric or photography.
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December 13th, 2024
