Guidance

Typography

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

hilda-font.png

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
typography-dosanddonts-1.jpg

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.