ENT - Ericsson Nikola Tesla

Ericsson Nikola Tesla (ENT) is a leading regional provider of communication products, ICT solutions and related services. As the company approached its 75th anniversary, it sought to reposition itself from a telecommunications provider to a creator of intelligent technologies that transform society.
The strategy connected ENT's heritage with its future, celebrating 75 years of innovation while redefining the brand around technologies that create meaningful social impact. Inspired by pioneers Nikola Tesla and Lars Magnus Ericsson, the new positioning honours its legacy while looking confidently ahead.
At the heart of the identity is the new slogan Enlightening New Technologies, built around the acronym ENT to reinforce both heritage and ambition. Light became the central brand metaphor, symbolising knowledge, innovation and direction, positioning ENT as a company that shapes change rather than follows it.
This idea informed a completely new verbal and visual identity, including typography, colour palette, motion principles, messaging and launch communications. Dynamic rays of light passing through the ENT logotype express innovation in motion, while a confident visual language reflects engineering excellence and optimism. The tone of voice came to life through messages including “The future's bright when you work on it", “Bright minds, brighter future” and “What day is it? A day to invent something new”, supported by two launch films celebrating both ENT's societal impact and its 75-year legacy.
The identity launched to more than 3,500 employees, shareholders, partners and government representatives, creating a shared sense of pride and marking a new chapter for the company.
The rebrand also inspired tangible initiatives beyond communications. ENT established Inventorium, a research laboratory with the Faculty of Electrical Engineering and Computing in Zagreb, and launched its Summer Camp, bringing together 43 top students from 16 universities to nurture future engineers and innovators.
The transformation generated strong engagement, with 771,000 intranet page views, 274,000 sessions, 32,000 unique visitors and more than 450,000 social media video views. Business performance also strengthened, with Q1 2025 revenue reaching €110.8 million (+1.7% year on year) and net profit rising 24.8% to €9.6 million.