Nokia is a Finnish telecommunications and technology company that was once a leader in the mobile phone industry. However, with the rise of smartphones, Nokia struggled to compete and eventually sold its mobile phone business to Microsoft in 2014.
After the sale of its mobile phone business, Nokia began to refocus its efforts on other areas of technology, such as telecommunications equipment and software. In 2016, Nokia acquired Alcatel-Lucent, a French telecommunications company, in a move to expand its presence in the telecommunications equipment market.
In terms of branding, Nokia has undergone several changes over the years. In 2011, Nokia partnered with Microsoft to create a new line of smartphones under the Lumia brand. This move was seen as an attempt to revive Nokia’s struggling mobile phone business. However, the partnership ultimately proved unsuccessful, and Nokia sold its mobile phone business to Microsoft just a few years later.
In 2016, Nokia made a comeback in the mobile phone market with the release of the Nokia 6, a mid-range Android smartphone. The device was well-received, and Nokia continued to release more Android smartphones under its own name.
In terms of its branding, Nokia has gone through a few changes in recent years. In 2017, Nokia introduced a new logo and brand identity that focused on simplicity and modernity. The new logo features a more streamlined, sans-serif font and a simpler, more iconic design.
And now. for the first time in 60 years, Nokia has launched a new brand identity including an updated logo. The change is to help shift perceptions of Nokia from a mobile phone company – which is how it is still seen by many – to a B2B innovation and tech company.
In a company blog post about the announcement, Pekka Lundmark, president of Nokia says: “Our new visual identity captures Nokia as we are today, with renewed energy and commitment as pioneers of digital transformation. We built on the heritage of the previous logo, but made it feel more contemporary and digital, to reflect our current identity.”
For those still wistful for the old logo, the mobile phones division of Nokia has been owned by HMD Global since 2017, and the company owns the rights to use the Nokia branding for its own phones. It’s unclear whether this new logo will be used by HMD yet, therefore there could be two Nokia logos floating around the ether for the time being.
Overall, Nokia’s journey on rebranding has been marked by its ability to adapt to changing market conditions and to pivot its focus when necessary. While it has faced its share of challenges, Nokia has managed to remain relevant and competitive in the tech industry by constantly innovating and evolving.