The logo has been redesigned for the first time in decades to help redefine the brand.
Nokia has unveiled the newest redesign of its logo, something it hasn’t done in decades, to help place the spotlight on the fact that it is no longer a cell phone company.
The company has been working to rebrand itself now that smartphones aren’t what it’s about.
The new logo is a clear move away from being a cell phone company. It contains five different shapes which each come together to spell the NOKIA name. It also has a sleeker and more modern font to give it an updated appearance. The blue that was the classic color traditionally associated with the brand has been replaced with several different colors.
“We built on the heritage of the previous logo, but made it feel more contemporary and digital, to reflect our current identity,” said a statement in a press release by Pekka Lundmark, chief executive officer at Nokia.
Nokia was once the largest cell phone company in the world, particularly when flip phones were hottest.
When it did identify as a cell phone company, Nokia’s name was once synonymous with flip phones. That said, as well as it did, its time was limited before Apple, Samsung and other top brands made their place in the smartphone market and created considerable competition there. In 2014, Nokia sold its mobile phone business to Microsoft. The deal didn’t work out nearly as well as Microsoft had hoped, causing that tech giant to face a tremendous $8.4 billion write-down in 2015.
Since that time, Nokia has been struggling to shake its reputation as a cell phone company. It had been such a big brand in that market that people continued to see it that way, despite not having seen its logo on a device in years. Nokia now makes a large chunk of its revenue through business-to-business sales, with intentions to broaden its reach into the enterprise market.
“To signal this ambition we are refreshing our brand to reflect who we are today – a B2B technology innovation leader,” said Lundmark. “This is Nokia, but not as the world has seen us before.”
The logo changes were announced right before the Mobile World Congress that was held in Barcelona. Lundmark, who has been with Nokia since 2020, gave a keynote address during the event in order to share a “development that will change the way you look at Nokia forever,” said Nokia’s official website.