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.