Nokia changes its logo after 60 years to shift brand focus away from smartphones

Nokia announced on Sunday it is changing its iconic, 60 year old logo to reflect a company-wide rebrand and shift consumers’ focus from mobile phones, which Nokia no longer makes, to its other successful products.

The telecommunications equipment giant ceased making mobile phones almost ten years ago, transitioning to other fifth generation technology, including 5G networks and digitizing manufacturing. Chief Executive Pekka Lundmark spoke with Reuters this week, explaining “There was the association to smartphones and nowadays we are a business technology company.”

The company announced the change in a public blog post on its website, saying, “Today is another milestone. 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.” 

As part of the change, Nokia also described the six pillars of the company going forward, including:

• Grow market share with service providers, driven by continued technology leadership 
• Expand the share of Enterprises within our customer mix
• Continue to manage our portfolio actively, to ensure a path to a leading position in all segments where we decide to compete 
• Seize opportunities from sectors beyond mobile devices to monetize our IP and continue to invest in R&D for Nokia Technologies 
• Implement new business models, such as as-a-Service 
• Develop ESG into a competitive advantage and become the “trusted provider of choice” in our industry. 

The company proclaimed in the announcement, “It is time to assert our leadership in networking technology. Our new visual identity captures Nokia as we are today, with renewed energy and commitment as pioneers of digital transformation.”