Considering that the company produces digital devices, it should come as no surprise that the new Ericsson rebrand revolves around text and logos that are primarily compatible with digital displays. Rather than concerning itself with the condition of its brand imagery in the physical world, Ericsson is making a bet that its digital identity is far more important.
At first glance, the Ericsson rebrand, which was carried out by Swedish firm 'Stockholm Design Lab', looks much like Ericsson's previous brand identity. However, the new version of the three angled bars has been realigned to fit with the pixel grid, meaning that it will show up cleanly and evenly on any digital device. Further, the new identity features a bespoke typeface called Hilda that's lighter and easier to read when displayed on screens.
Digitally Focused Brand Identities
The Ericsson Rebrand Prioritizes Digital Displays Over Physical
Trend Themes
1. Digital-first Branding - More companies will prioritize digital display compatibility in their rebranding efforts.
2. Pixel Grid Alignment - Branding agencies will emphasize the importance of realigning logos to fit cleanly on digital displays.
3. Custom Typeface Development - More companies will invest in creating bespoke typefaces that are optimized for on-screen legibility and readability.
Industry Implications
1. Technology - Tech companies will prioritize digital brand identities that are optimized for their own products and services.
2. Marketing and Advertising - Agencies in this industry will focus on creating brand identities that resonate on digital platforms and are optimized for display advertising.
3. Design - Design agencies will place greater emphasis on creating pixel-perfect brand identities that can be displayed on a range of different digital devices and platforms.