Stockholm Design Lab has created a new identity for Swedish technology company Ericsson that prioritises text and logos on digital devices, rather than physical branding. 
Revealed at his year's Mobile World Congress in Barcelona, the rebrand places an emphasis on functionality for mobile and computer screens.
Stockholm Design Lab's (SDL) new identity features a higher resolution version of the original Ericsson logo ? three black lines with rounded edges ? a clearer typeface, simplified iconography and a minimalist webpage design.

"The digital-first brand identity promises simplicity, trust, and enhanced productivity and SDL's work is a response to the aim of making complexity a thing of the past with little space for ambiguity and meaningless decoration," says Björn Kusoffsky, founder of Stockholm Design Lab "The new brand identity focuses on functionality over aesthetics and aims to provide tools for simple communication and product performance, thus reflecting Ericsson's technical expertise," said the designers.
The rebrand forms part of  Ericsson's plans to become a "truly digital brand", with the company describing the changes as a "direct response to the business strategy and brand promise".

To create a smoother identity, the geometry of the logo was altered to align with the pixel grid, meaning it would appear clearly rendered on digital screens.
A new easy-to-read typeface called Hilda ? named after one of the company ...