Nokia Changes Logo, Cements Strategy Shift Away From Phones
Nokia announced the first overhaul of its branding and logo in nearly 60 years.
The new logo comprises five different shapes that form the word NOKIA, and it switches from the bold blue of its previous, widely recognized logo, to a range of colors depending on use.
The ex-mobile phone maker’s CEO, Pekka Lundmark, tells Reuters(Opens in a new window) that the rebrand is part of a conscious strategy to move away from being associated with smartphones, which the Finnish company hasn’t made for more than 10 years, following its ill-fated deal with Microsoft.
“There was the association to smartphones and nowadays we are a business technology company," Lundmark says. “In most people’s minds, we are still a successful mobile phone brand, but this is not what Nokia is about," he adds in a separate interview(Opens in a new window) with Bloomberg.
He also made it clear that the company is focused on new challenges: “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.”
The logo update comes before Mobile World Congress(Opens in a new window) (MWC) in Barcelona, which starts on Monday and runs until March 2. Nokia-branded phones are still being sold and developed by partner company HMD Globall, which unveiled the Nokia G22 just this week. But Nokia itself has long since moved away from manufacturing phones.
Nokia is now looking to rapidly expand its focus on selling gear for automated factories and technology such as private 5G networks for clients in the manufacturing sector.
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