Nokia rebrands and changes iconic logo
Nokia has launched a new brand identity and changed its famous logo for the first time in nearly 60 years, as the telecom equipment maker focuses on aggressive growth.
The new logo comprises five different shapes forming the word NOKIA. The iconic blue color of the old logo has been dropped for a range of colours depending on the use. The K in Nokia also takes a new curve.
Finnish 5G equipment maker has redesigned its logo to stop people from associating it with mobile phones — a business it left almost a decade ago. The brand revamp comes alongside a set of new strategic pillars intended to enable faster growth as the world increasingly adopts fifth-generation mobile technologies.
“In most people’s minds, we are still a successful mobile phone brand, but this is not what Nokia is about,” Chief Executive Office Pekka Lundmark said in a Reuters interview ahead of the Mobile World Congress in Barcelona on Sunday. “We want to launch a new brand that is focusing very much on the networks and industrial digitalization, which is a completely different thing from the legacy mobile phones.”
Nokia-branded phones are still sold by HMD Global Oy. HMD, an independent Finnish company got the license after Microsoft, which bought the business in 2014, stopped using the name.
After taking over the top job at the struggling Finnish company in 2020, Lundmark set out a strategy with three stages: reset, accelerate, and scale. With the reset stage now complete, Lundmark said the second stage is beginning.
While Nokia still aims to grow its service provider business, where it sells equipment to telecom companies, its main focus is now to sell gear to other businesses.
Good old days of Nokia and Blackberry
Nokia and Blackberry used to be the most dominant phones in the market. Movies were even made from their names. But they have since been swept off their feet by trendier brands, notably Apple and Samsung.
Nokia and Blackberry have also since moved on into the enterprise space, leaving their past in the history pages of public relations on the meteoric rise and dramatic fall of big brands.