BASIC TEMPORARY GUIDELINES FOR LG-ERICSSON Partly based on existing Ericsson CVI
The LG-Ericsson logotype 1/2 X Minimum clearspace X 1/2 X
1. PMS LG Red (PMS 27 C) White LG Grey (PMS 431 C) Ericsson Blue (PMS 654 C) White LG Grey (65) Ericsson Blue (1 8 5) White LG Grey (R:89 G:89 B:89) Ericsson Blue (R: G:4 B:94) 2. CMYK LG Red (1 4 2) 3. RGB LG Red (R:197 G: B:61) 4. Black, positive 5. White, negative
Revised page from Ericsson Corporate Identity Guidelines ERICSSON I VERSION 1.1 I TYPOGRAPHY ALL FONTS Ericsson Sans Roman ABCDEFGHIJKLMNOPQRSTVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Ericsson Sans Medium ABCDEFGHIJKLMNOPQRSTVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Arial ABCDEFGHIJKLMNOPQRSTVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 38
Revised page from Ericsson Corporate Identity Guidelines ERICSSON I VERSION 1.1 I TYPOGRAPHY USAGE Ericsson Sans Roman Ericsson Sans Medium Arial WHERE USED Has a strong supporting role: On all above the fold and below the fold applications: Advertisements and print literature Editorial: Body copy Online: Limited presence WHY USED Clean and functional More elegant than a system font Works well in smaller sizes Already in use WHERE USED Has a strong supporting role to highlight within body copy: Advertisements and print literature Editorial: Body copy Online: Limited presence WHY USED Clean and functional More elegant than a system font Works well in smaller sizes Already in use WHERE USED Office package Online WHY USED Universal Already in use 39
Page from Ericsson Corporate Identity Guidelines ERICSSON I VERSION 1.1 I COLORS CORPORATE COLOR PALETTE: CMYK AND COLOR SYSTEM, DIGITAL USE RGB ( S RGB) PRIMARY BRAND COLORS ERICSSON DARK BLUE WHITE LG RED LG GREY 1 8 5 1 4 2 65 654 White paper 27 431 R: G: 4 B: 94 R: 255 G: 255 B: 255 R: 197 G: B: 61 R: 89 G: 89 B: 89 SECONDARY COLORS PURPLE RED ORANGE YELLOW GREEN DARK GREEN PALE BLUE 45 1 3 95 1 55 1 3 1 55 1 1 5 5 45 75 5 5 5 242 485 144 748 376 7474 298 R: 123 G: 6 B: 1 R: 227 G: 34 B: 25 R: 24 G: 138 B: R: 25 G: 187 B: R: 137 G: 186 B: 23 R: G: 98 B: 95 R: G: 169 B: 212 NB. Yellow may be unsuitable for on screen usage. SECONDARY COLORS SUPPORTING BLACK SILVER 1 4 PROCESS BLACK C 877 METALLIC SILVER R: G: B: R: G: B: 177 179 18 42
Page from Ericsson Corporate Identity Guidelines ERICSSON I VERSION 1.1 I PHOTOGRAPHY PHOTOGRAPHIC TONALITY INTRIGUING RESPONSIBLE DISTINCT GENUINE 45
Page from Ericsson Corporate Identity Guidelines ERICSSON I VERSION 1.1 I PHOTOGRAPHY PHOTOGRAPHIC TONALITY INTRIGUING Ericsson photography should immediately capture the eye and hold the viewer s attention. While photographs shot at eye level may be the norm, in order to make the overall composition of a still image more interesting, unusual angles and surprising viewpoints should be explored. A variety of long-shot, medium-shot and close-ups of the same subject can also provide more options for selecting the final image to be used. Photographs shot at slower shutter speeds can result in blurring areas of the composition to provide viewers with a natural sense of movement or speed. Aligning off-center subjects with leading lines, shadows and objects in the foreground or background of an image can also produce interesting compositions. RESPONSIBLE In order to help us draw attention to and communicate our position on issues above and beyond day-to-day corporate settings, a variety of photographic styles can be explored and implemented. The deciding factor in what type of images to use in these communications is the immediate impact and lasting result that they produce. While first and foremost a company built on technology, the selected images should help portray Ericsson in a positive light as a responsible brand within a larger global community that is committed long-term to caring for the environment. With this in mind, think twice about capturing situations in photographs that conflict with our core values. For example, whenever possible, avoid photographing cars, airplanes and other fossil-fuel-driven machines or vehicles. Our focus is communicating the benefits of our innovations. 46
Page from Ericsson Corporate Identity Guidelines ERICSSON I VERSION 1.1 I PHOTOGRAPHY PHOTOGRAPHIC TONALITY DISTINCT A feeling of depth, substance and strong sense of purpose should be immediately evident in Ericsson images. This expression can in part be obtained my maintaining a shallow depth of field that de-emphasizes secondary foreground or background components and puts key elements of the overall photo in sharp focus. Conversely, by shifting focus to secondary elements, the main feature of the image can attract attention in a quieter fashion. Framing subjects with natural foreground elements, such as tree branches, or with the corner of a building or room, can also add scale and depth to an image. Capturing reflections from the water or lens flare caused by the sun can also result in images that have a distinctive look. GENUINE Both literally and figuratively speaking, Ericsson images should inspire an overall feeling of an honest moment captured in time. In order to communicate a feeling of intimacy, the focal point of a subject should clearly highlight one area of the image. The settings that people appear in should communicate a natural slice of life. Although it should be achieved in a subtle manner, Ericsson s Scandinavian heritage can also influence the way people are portrayed in photographs as caring, honest, open and trustworthy. Skin tones should appear natural in color images. Black-and-white photographs can also be used to add drama or provide a photojournalistic approach to subjects. 47
Page from Ericsson Corporate Identity Guidelines ERICSSON I VERSION 1.1 Tone of voice These stories are distilled and turned into crisp messages uncomplicated and easy to understand. Ericsson has a tone of voice that cuts through the clutter and sets it apart from the competition. It looks at Ericsson from the outside in, using the end-users perspective. It starts by asking What is interesting to the reader? and proceeds to answer this in a simple, straightforward way. Together with the color palette, typeface, style of photography and logo, this kind of storytelling will help convey our message: Ericsson is the springboard for creativity that empowers innovation so that people all over the world can make amazing things happen every day. It tells stories from real life, about people that use or are affected by Ericsson solutions. It focuses on the benefits people get from our products or services, preferably by showing how they fit into everyday situations or in human relationships. 1 The complete Ericsson Tone of voice Guidelines is available on the Brand Portal. 52