Ericsson wins Red Dot Award for brand design evolution
Ericsson has been named a winner of the Red Dot Award 2026 in the Corporate Design and Identity category for its brand design evolution, developed in partnership with Valtech RADON. The award recognizes how Ericsson’s visual identity now comes to life across corporate, digital and customer-facing channels.
The prestigious, internationally recognized Red Dot Design Award honors entries that stand out for their design quality and creative achievement.
As Ericsson has grown, its visual identity has needed to keep pace with the business. The new approach helps Ericsson create more emotionally engaging experiences for enterprise and industry customers, while retaining the visual cues that make the brand recognizable.
Ericsson’s Brand team, in collaboration with Valtech RADON, developed a distinctive, human and scalable visual language that reflects Ericsson’s leadership in 5G and emerging technologies. It gives teams a shared way to bring the identity to life across experiences, rather than relying on individual assets to tell the brand story.
The Econ, one of Ericsson’s most recognizable brand elements, now helps shape playful, elegant and purposeful key visuals. The color palette has been also redesigned to give the brand a fuller, more vibrant presence and greater flexibility in application, while retaining Ericsson’s established visual character.
Together, the Econ-inspired key visuals and updated palette give Ericsson a clearer visual foundation for expressing its identity and its role in shaping the future of connectivity.
David DeCheser, Global Chief Creative Officer at Valtech, says: “Ericsson entrusted us with one of the most valuable challenges in branding: evolving an iconic identity without losing the equity that made it iconic in the first place. By interpreting the Econ into playful key visuals and enriching the color palette, we helped bring a shared vision to life, one that is both distinctive and purposeful, reflecting Ericsson’s leadership today and its ambitions for the future.”
Niclas Medman, Head of Brand at Ericsson, says: “This work was never about refreshing our brand for the sake of change. It was about creating better brand experiences that support Ericsson’s business strategy and help communicate the value we bring to customers, partners and industries around the world. Through a close partnership with Valtech RADON, we’ve brought greater expression, richness and purpose to our identity, creating a stronger platform for how the brand shows up across experiences. We’re proud to have this collaborative work recognized by Red Dot.”