Guidance

Typography copy page link

Our brand font

Ericsson Hilda is our custom typeface, designed for clarity and ease of use in digital environments. It’s modern, functional, and friendly — a versatile font that builds trust and consistency across all brand communications.

 

Download the Ericsson Hilda font Ericsson employees only — requires authentication

Do’s and don’ts

Casing

  • Yes:Use sentence case for headings

  • Yes:Capitalize proper nouns

  • No:Don't Title Case OR ALL CAPS

  • No:Don’t capitalize common nouns (e.g., a technology area without a product name)

Emphasis & color

  • Yes:Use bold for emphasis

  • Yes:Use black or white text for maximum readability and contrast

  • Yes:Keep text at 100% opacity

  • No:Don’t use colored text (including gray), except blue for digital links

  • No:Don’t use italics or transparency for emphasis

Alignment

  • Yes:Align copy left (preferred) or centered when appropriate

  • No:Don’t align text right or justify body copy/headlines

Background contrast

  • Yes:Ensure enough contrast for accessibility and legibility

  • No:Don’t place text over busy photography or backgrounds that reduce readability

Arial

There are cases when usage of Ericsson Hilda isn’t possible. For languages not yet supported by Ericsson Hilda and for platforms and devices where it is unavailable, a fallback typeface should be used.

Last Update
August 28th, 2025

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