Key visuals
What they are
Key visuals are branded graphics that help tell stories in a clear, recognizable way. They simplify complex ideas and bring consistency across Ericsson materials.
Types of key visuals
Angles of use
Both Econ and Theme key visuals are available in three angles for flexibility:
- Wide → Best for intros with short headlines.
- Detail → Works well as dividers or with medium-length text.
- Macro → Provides subtle backgrounds for longer text.
*This asset is intended for screen use. Please request a large format for print from the design team via the request form.
Where to apply key visuals
Key visuals can add richness to all forms of content:
- PowerPoint presentations
- Videos
- Online banners
- Social Media
- .com
- Reports
- Events
- Product launches or campaigns
Do’s and don’ts
- Yes: Choose the right visual for the need (Econ, theme, or digital fabric)
- Yes: Use hi-res details for impact
- Yes: Ensure legibility — especially around Econ curves
- No: Don’t use key visuals behind graphs, text-heavy slides, or highlight boxes
- No: Don’t modify (rotate, stretch, recolor, deconstruct)
- No: Don’t use AI to recreate them
- No: Don’t combine multiple key visuals or mix with product photography
