Nokia said it plans to change its brand identity for the first time in nearly 60 years, complete with a new logo, as the telecom equipment maker focuses on aggressive growth.
The technology said “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.”
The new logo comprises five different shapes forming the word NOKIA. The iconic blue colour of the old logo has been dropped for a range of colours depending on the use.
“There was the association to smartphones and nowadays we are a business technology company,” Chief Executive Pekka Lundmark told Reuters in an interview.
