Guidance
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Version 1.0.0
Ericsson logo usage
The Ericsson logotype comes in three versions: the full lockup (Econ + wordmark), both vertical and horizontal versions, and the “Econ.”
Vertical lockup
The full lockup is our most recognizable brand asset and the preferred lockup as it gives more prominence to the Econ than the horizontal lockup.
Horizontal lockup
Use the horizontal lockup in contexts where a limitation of space prevents the use of the vertical lockup.
Econ
The simplest expression of the Ericsson brand. Use only when the full company context has been previously established by the formal lockups.
Minimum clear space
The recommended clearance area is equal to the height of the Econ in all directions.
Color
Black and white are the only color variations allowed for the logo.
Minimum size
- Vertical logo — The minimum height of the vertical logo is 15mm in print and 34px in digital.
- Horizontal logo — The minimum height of the horizontal logo is 5mm in print and 16px in digital.
- Econ — The minimum height of the Econ is 5mm in print and 16px in digital environments.
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Basic dos and don’ts
Product logos
There are two main products lines that fall under the master brand of Ericsson for the Enterprise Wireless business area:
- Ericsson Cradlepoint
- Ericsson NetCloud
Note: There will not be a unique logo for either of these products; Ericsson does not use logotypes for offerings, products, teams, divisions, or specific events.
For guidance on applying names in the above examples to visual elements, please make a request from the brand team.
Referencing Ericsson Enterprise Wireless
Our business area designation Ericsson Enterprise Wireless is not a brand and does not have a unique logo.
- When using “Enterprise Wireless” with the Ericsson logo, an ample amount of separation must appear between the two elements to avoid looking like a logo treatment.
- For guidelines on how to use our division name, please refer to company names and solution descriptions.
For assistance on how to use the Ericsson lockup with any subtext, please seek guidance from the brand team.
Co-branding
When creating co-marketing assets, the key question to ask is who takes lead of the activity.
01. Ericsson leads
When Ericsson takes lead, it’s primarily Ericsson’s channels that are used, our stakeholders that are being targeted and the assets are therefore in line with the Ericsson corporate branding and identity.
Checklist for using the Ericsson logotype:
- The visual hierarchy should have the Ericsson logo read first and partner logo second.
- The Ericsson logo should follow the Ericsson logo guidelines and preferably placed after main messages.
- The primary lockup is the default option to be used for the majority of partnerships. When suitable the logo can also be done in a horizontal lockup or with a text version replacing the partner logo.
- The secondary orientation is only used in exceptional cases when the partnership is deemed of strategic importance.
Byline options
The byline can be adapted to the partnership and co-branding activity in question. For example, the following bylines could be relevant:
- In partnership with
- Powered by
- In collaboration with
- Based on
- Lead technology partner
To get the correct size of the byline, type “Ericsson” and scale to fit within the Econ. Always center align.
02. Partner leads
When the partner takes lead, Ericsson can put restrictions on how our brand is exposed, but ultimately it’s the other party who’s in charge of deciding the layout, the channels used and who to target.
Checklist for using the Ericsson logotype:
- Whenever possible use our vertical logotype with Ericsson wordmark.
- Always make sure that our logotype is given enough clear space. The logos should be clearly separated.
- Always make sure that the correct logotype is used given color background etc, per the logo guidelines.
03. Mutual lead
When Ericsson and the partner take mutual lead, it’s a balanced effort to develop and activate the assets; however to avoid an appearance that is too ambiguous, advocating the Ericsson brand heavily .
Checklist for brand elements:
- The co-branded relationship should be made clear (see “Byline options” in “01. Ericsson leads”) and the respective logos should be appear in equal prominence, size (same visual weight, as the aspect ratio may be different) and position (preferably shown side by side).
- Ericsson brand elements should be utilized: fonts, main messaging, enterprise fabric. Alternatively, an image can be used to create a more impartial approach.
- Note: When using photos, graphs, or other graphical elements from respective brand, the sender should be stated clearly as a byline.
- Use specific sub-messaging to illustrate the benefit of the relationship to the enduser: “Ericsson and [Partner XYZ] solutions help your business…”
October 21st, 2024
