Trade show brand kit copy page link

Purpose

Our trade show presence is one of the most visible expressions of the Ericsson brand. This guide provides a focused set of visual building blocks—drawn from corporate brand direction—to ensure consistency across a wide range of events, audiences, and booth sizes. It translates high-level brand assets into practical guidance for real-world environments, where space, scale, and production needs can vary significantly.

Key components

Primary asset: Key visuals

Key visuals are the required foundation for all Ericsson trade shows. This is our most brand-forward asset, helping to create consistency across events and introduce a modern, atmospheric aesthetic using cool blues, violets, and subtle iridescence.

Key visual types — ‘Detail’ or ‘wide’ 

There are 3 angles available within the key visual brand assets: Wide, detail and macro. Different key visual angles tell a different story and present the brand in different ways. The detail or wide key visuals show more of the Econ, and work well as intros to the Ericsson brand, especially when paired with short headlines.

For dominant backdrops, major walls, and other large-scale surfaces, the econ should be clear and center stage. For large surfaces, use detail or wide key visuals. 

‘Macro’ key visuals

When a simple, high-impact brand element is needed, use ‘macro’ key visuals for smaller surfaces like this. Macros pair nicely as a support graphic with the more econ-forward, center stage key visual.

Dos and don’ts for key visuals

More key visual dos and don’ts

Support asset: Photography

Photography plays a supporting role within the trade show system. It should complement key visuals — never replace or blend with them — and help bring real-world context, human connection, and operational credibility to our storytelling.

Usage guide:

Subject matter & tone:

• Focus on people actively working—scanning, inspecting, assisting, installing, collaborating.
• Imagery should show people with visible, authentic expressions, not just hands or cropped torsos.
• Use soft lighting, neutral palettes, and uncluttered compositions to stay cohesive with the key visual palette.
• Aim for imagery that communicates quality, precision, trust, and real operational excellence.

Storytelling:

• Select authentic, in-motion moments that highlight partnership and momentum.
• When using multiple images, build a clear narrative — steps in a workflow or complementary roles across the customer journey

Usage context:

• Place photography adjacent to key visuals, never blended or composited.
• Use photography when you need human context, product clarity, or narrative depth while keeping the key visual as the primary brand-forward element.

IMPORTANT: Understand the guidelines around photography selection.

How the assets work together

Color palette

This trade show palette is a focused selection from the full Ericsson brand system. It supports the atmospheric tones of the key visuals while providing dependable, high-contrast surfaces for typography, messaging, and structural elements.

The palette moves from electric blue → deep violet → midnight navy, mirroring the gradient logic and tonal depth of the key visual.

Booth sizing

Booth size guidance & visual placement

10×20 corner booth

Elements:

Logo usage & placement

The Ericsson logo should appear with clarity, intention, and restraint across all trade show environments. Correct placement and sizing help reinforce brand recognition without overwhelming the visual system.

Usage guide:

Frequency & hierarchy

• Avoid overuse — one logo per primary viewpoint to avoids visual clutter and redundancy.
• On secondary surfaces within the same sightline (e.g., counters, reception points), use the Econ mark instead of repeating the full logo.

Placement

• Place the logo in the top left or top right of the hero wall or main focal panel, aligned with the primary message visible from 20–50 feet.
• Always use clean, unobstructed backgrounds for maximum clarity and contrast.
• Follow brand-standard clear space and padding requirements.
• Use the vertical logo lockup whenever possible; switch to the horizontal version only when space is too constrained.

IMPORTANT: Know the proper Ericsson logo usage and guidelines as our most important brand asset.

Usage guide:

Solid panels & background blocks: Use these colors when large surface areas require a clean, uninterrupted background, especially for typography, diagrams, product descriptions, or navigation.

Complement to key visuals: These colors should support the key visuals, not compete with them. Ideal applications: side panels, secondary surfaces, information zones, footers or header bands, wayfinding tiles

Hierarchy & balance:

• Use Ericsson Blue Primary for highest-visibility surfaces and brand-forward moments.
• Use deeper tones (Dark Blue 2, Dark Purple 2, Dark Teal 2) to create contrast, separation, and modular structure.
• Use Purple Primary sparingly as an accent or highlight—especially for CTA frames, small callouts, or content dividers.

Accessibility: Always ensure text placed on these colors meets contrast standards. White typography works best on the deeper tones.

See all color swatches

Accent graphics: Callouts, labels & overlays

Use accent graphics to highlight key features, products, or solution moments within photography. They add clarity and context without competing with primary visuals.

Usage guides:

• Icons are optional; use them only when they add meaning. Use Ericsson icon library assets only.
• Keep treatments minimal and consistent: clean shapes, simple text, restrained color.
• Place callouts near the point of focus without obscuring important details.
• Use sparingly to avoid visual clutter.

COMING SOON: Messaging guidance

Headlines

Headlines should be treated as the primary visual anchor and should not be rewritten on a per-event basis outside of the approved modifier structure.

Subheads & benefit bullets

Subheads and benefit bullets are the flexible layer of the messaging system. When space allows, they may be customized to reflect:

• Event audience and role
• Vertical focus or use case
• Priority outcomes or benefits

These elements should extend and support the headline — not replace it — allowing teams to tailor the message without reinventing core copy for each show.

Usage guide:

Headline styling: Large headlines should use Hilda Light, with Hilda Extra Bold for emphasis to create strong contrast and a clear visual focal point.

Bullet points:

• Bullets are intended for near-field reading (5–10 feet) and should not compete with primary messaging.
• Limit to 3–5 bullets max per surface to preserve scannability.
• Use short, benefit-led phrases, not full sentences.
• Maintain generous line spacing to avoid visual density on busy show floors.

Scale for visibility:

• Main messaging must be sized for legibility at 20–50 feet, ensuring it captures attention and draws attendees into the space.
• Subheads should be scaled noticeably smaller than the headline (approximately 60–70% of the headline size) and use lighter visual emphasis, ensuring the headline carries from 20–50 feet while subheads are intended for mid-range and close-range reading.
• Benefit bullet sizing & usage should be sized at approximately 40–50% of the headline size, ensuring they are readable at close range while remaining clearly secondary to both the headline and subhead.

Governance & approvals

All trade show creative developed outside the BEWS design team must go through a formal brand review. Please submit all materials via the designated Asana request form and allow a minimum of 2 business days for review and feedback.

This ensures every asset — regardless of creator or region — meets Ericsson brand standards and maintains consistency across events. Thank you!