Ericsson, the Swedish telecom equipment provider is making efforts of making the brand more vibrant. The brand wants to move on from being an equipment provider to one which manages services as well.
Ericsson recently launched the new logo in India as a part of this exercise. ‘We want to be a part of the changing times. The telecommunications industry is changing rapidly from voice to data across the globe and even in India with 3G auctions just round the corner,” says Ericsson’s global chief marketing officer Johan Bergendahl.
The new logo has Ericsson in dark blue instead of white and the background which was earlier dark blue is now white. The tag line “Taking You Forward” has been dropped, suggesting that the company has already moved forward.
According to Bergendahl the new logo is simple but powerful enough to convey the message that the company is at the forefront of providing data technology around the globe.
He adds, “We will have more colour now in things related to our work. The brand would look more vibrant, dynamic and colourful.”
“That we are moving forward is a given as we are taking leadership on cutting edge technology in the ICT space. Also, the colour was made more vibrant so that they reflect the dynamism of the new company.” says an executive.
“Changing a brand is a long-term process, so it would not happen overnight,” Bergendahl says.
Ericsson has undergone a logo change five to six times before, and the last time was about seven to eight years back.
Bergendhal says India is among the top five markets for the company, as the country contributes 6-7 per cent of the revenues. Bharti Airtel is one of the company’s main customers.
At present Ericsson’s top markets are US, China and Sweden. The company also has an R&D centre, manufacturing hub and a global network operating center in India that supports Ericsson’s operations in 23 different markets as India is one of its global competence hubs.