Home ›› 28 Feb 2023 ›› Asia Biz
For the first time in nearly 60 years, one-time smartphone giant Nokia is changing its iconic logo.
On Sunday, before the official start of Mobile World Congress Barcelona, the company unveiled a new brand identity, and it’s a dramatic change. Gone is the iconic typeface and “Yale blue” that defined its previous logo. The company has instead adopted a look it claims is more modern and digital.
“We are updating our strategy, and, as a key enabler, we are also refreshing our brand to reflect who we are today: a business-to-business technology innovation leader pioneering the future where networks meet cloud,” Nokia said in a blog post attributed to CEO Pekka Lundmark. “In most people’s minds, we are still a successful mobile phone brand, but this is not what Nokia is about,” Lundmark told Bloomberg. “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.”
In addition to growing its telecom equipment business, Nokia is going to focus on selling gear to other businesses. Those include private 5G networks and equipment for automated factories, which would position the company as a competitor to Microsoft and Amazon in the field. Lundmark mentioned that Nokia is considering developing and growing in other areas as well.
