Core brand assets
Color
Why color matters
Color shapes how people experience our brand. A consistent palette keeps communication clear, accessible, and recognizable.
Primary color palette
- Yes: WCAG-compliant for readability.
- Yes:Works with black or white text.
Our four key colors
Ericsson Blue
Teal
Purple
Coral
Use of Ericsson Blue
- Use blue to guide users — highlight key actions, important elements, and calls to action.
- Smart use makes key steps stand out. For this reason, don’t overuse — avoid “blue washing” materials.
Neutrals
Our neutral shades (grays, blacks, and whites) create balance and structure. They provide a clean backdrop that makes our accent colors stand out.
Black
Ericsson Gray 1
Ericsson Gray 2
Ericsson Gray 3
Ericsson Gray 4
Ericsson Gray 5
White
Extended palette
Use tints and shades of our brand colors for charts, graphs, and illustrations. This adds variety and ensures clear contrast.
Dark blue
Dark teal
Dark purple
Dark coral
Light blue
Light green
Light purple
Light coral
Yellow
Orange
Red
Do’s and don’ts
- Yes: Use the core and extended color palette to improve the effectiveness of information graphics.
- Yes: Use blues to achieve specific design objectives.
- Yes: Use blue as text box or text highlight color.
- No: Don't use extended palette as text box or text highlight color.
- No: Don't use colors outside the approved palette.
- No: Don't apply colors to typography.
- No: Don't create gradients using the brand palette.
- No: Color our logotype or econ.
