Nokia launches new logo to reflect change in direction

🌐 Nokia launches new logo to reflect change in direction

The new identity aims to simplify the logo to create a more dynamic approach to the brand, and to signify a shift in strategy and focus
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.
Revealed at the Mobile World Congress Barcelona, the new logo has waved goodbye to the classic Nokia typeface and replaced it with a more geometric and abstract approach. This simplification aims to strike “the right degree of visual evolution so the iconic logo is still instantly recognisable”. But the result is that the individual letters of Nokia have been stripped and chopped so much it’s more a distant echo of the previous logo.
Lippincott, who has worked on the rebrand, and collaborated with Nokia for the last 15 years, says this has been done so that the letters of the logo “only read as ‘Nokia’ when they [appear] together”. Beyond this, the logo’s N, O and K letterforms have been repurposed as bold graphics to use across all content, so every communication from the brand is “distinctively Nokia”.

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