Nokia’s first rebranded logo in 45 years

Old logo 

New Logo

Credits https://www.nokia.com/blog/this-is-nokia/?ref=ux-news.com

Nokia unveiled its first major rebrand in 45 years in February 2023, ditching the familiar blue handset brand icon in favor of a modern, abstract logo. The redesign is associated with the company's fresh approach, outlined in three phases: reset, accelerate, and scale, as detailed by the Chief Executive, Pekka Lundmark, in 2020. As per Lundmark, the initial phase has been successfully navigated, and the commencement of the second phase is underway. He emphasizes the company's transformation from a strong association with smartphones to its current identity as a business technology company. Here's the gist of rebranding:

Design:

• Minimalist and angular: The chunky lettering of the old logo is gone, replaced by slender, geometric shapes that vaguely hint at the letters "N," "O," and "K."
• Color update: The iconic deep blue has been swapped for a brighter, more vibrant shade.
• Abstract concept: The new logo is intended to be more than just letters, symbolizing the interconnectedness and adaptability of technology.

Meaning:

• Shift in focus: The rebrand aims to reflect Nokia's move away from its legacy as a mobile phone giant towards its current focus on B2B tech solutions like 5G networks and industrial digitalization.
• Modernity and innovation: The clean, sharp lines and vibrant colors signify a forward-thinking and dynamic company.
• Flexibility: The abstract nature of the logo allows it to be used in various ways and across different contexts.

Reception:

• Mixed reactions: While some praised the logo as bold and forward-thinking, others criticized it for being bland and forgettable. Some even saw similarities to other recent rebrands like Kia.
• Still early days: It's still too early to say how successful the rebrand will be in achieving its goals.

Overall:

Nokia's rebranded logo represents a significant shift in the company's identity and aims to project a modern, innovative image. Whether it ultimately succeeds in resonating with its target audience remains to be seen.

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