Key visuals copy page link
Key visuals are a powerful asset intended to add expression to our brand experiences, and to act as refined entry doors to the Ericsson brand. When designed and used properly they can transform complex ideas into visually compelling stories, as they blend playfulness and storytelling in a single asset.
The primary key visual for our Enterprise Wireless remains the enterprise digital fabric.
Types of key visuals
Econ key visuals
Econ key visuals are playful interpretations of our Econ, infused with iconic visual moments from the Ericsson world. As they have a direct visual link to one of our most important assets, the Econ, they can be especially useful to introduce the Ericsson brand from a general point of view.
Theme key visuals
Theme key visuals are flexible graphics that go beyond Econ geometry, adapting to various concepts like product launches, events, campaigns, values, and branding. They effectively illustrate hardware, software, research, and more for concept-specific communication.
Enterprise digital fabric / key visual
The enterprise digital fabric should be distinctly used as an introduction to Enterprise Wireless Solutions, especially when photography feels less appropriate.
It can be cropped to provide an image that has more dynamic colors and shapes or a more subdued, minimalist look.
The key visuals also come in different variations (or angles) for added versatility: wide, detail, and macro.
Wide angles show more of the Econ, and work well as intros to the Ericsson brand, especially when paired with short headlines.
Detail angles are well suited for chapter dividers as they can carry slightly longer headlines, quotes or statements
Macros offer a more homogeneous background, making them suitable for longer pieces of text, or even simple monochrome graphics
Key visual examples:
Where to apply key visuals
Key visuals can add richness to all forms of content:
- PowerPoint presentations
- Videos
- Online banners
- Social Media
- .com
- Reports
- Events
- Product launches or campaigns
Do’s and don’ts
Yes:Remember we have a wide range of storytelling assets. Choose depending on your needs.
Yes:Find interesting details from hi-res key visuals.
Yes:Focus on ensuring legibility and prioritize details where the Econ curvature is evident or implied.
No:Don’t use key visuals as backgrounds for graphs, color boxes or text-heavy slides.
No:Do not recreate key visuals using AI tools.
No:Do not rotate, stretch, colorize or modify key visuals in any way.
No:Do not use more than one key visual at a time.
No:Do not combine key visuals and product photography.
No:Do not deconstruct or use parts of key visuals as separate design elements.
No:Do not use key visuals as highlight boxes.
*This asset is intended for screen use. Please request a large format for print from the design team via the request form.
May 15th, 2025
