Nokia, a one-time smartphone giant and now a telecoms firm, has unveiled a new brand identity to signal a strategy shift. Namely, the company redesigned its iconic logo for the first time in nearly 60 years to relaunch the brand and move away from being associated with phones.
The changes are dramatic: gone is the iconic Yale blue typeface, which was firmly associated with Nokia and the brand slogan Connecting People. The new logo consists of five different shapes that form the word NOKIA. The old logo's iconic blue color has been dropped for a range of colors depending on usage.
"In most people's minds, we are still a successful mobile phone brand, but this is not what Nokia is about," Nokia CEO Pekka Lundmark explained to 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," he added.
"We are updating our strategy, and, as a key enabler, we are also refreshing our brand to reflect who we are today: a B2B technology innovation leader pioneering the future where networks meet cloud," Nokia said in a blog post.
Lundmark said the company's strategy consists of three phases: reset, accelerate, and scale. With the first stage now complete, the second stage is beginning.
Although Nokia is still looking to grow its service provider business, where it sells equipment to telecom companies, its main focus now is on selling gear to other businesses.
It should be noted that Nokia's phone business hasn't been a part of Nokia since 2014, when the company sold it to Microsoft, with the deal ultimately being a disaster.