After 60 years, Nokia changed its logo to reflect its new strategy
Finnish telecoms equipment maker Nokia on Sunday announced a rebranding change to reflect its current focus on restoring strong growth in technology.
"Our new visual identity embodies Nokia as we are now, with renewed energy and commitment as pioneers in digital transformation," said the company's CEO (Becca Lundmark) in a post on the company's blog.
After more than 60 years of the previous Nokia logo, the new logo includes 5 different shapes that form the word NOKIA, and the distinctive blue color of the previous logo was changed to a group of different colors.
Lundmark explained that the new logo is based on the previous logo, "but we made it look more contemporary and digital, to reflect our current identity."
The launch of the new brand comes on the eve of the launch of the MWC 2023 Mobile World Congress in Barcelona, Spain, and the company has started publishing it through its websites and assets.
(Lundmark) indicated that the change is not only related to the company's appearance, but also to its strength in communication, innovation, collaborative partnerships, and leadership in the field of technology. It also relates to the company's offerings in current and future markets.
Lundmark said in an interview with Reuters that people used to associate Nokia with smartphones, but now it is a business technology company.
After Lundmark assumed management of the troubled company in 2020, he developed a three-stage strategy: rearranging and coordinating, accelerating, and upgrading. And with the completion of the stage of rearrangement and coordination, (Lundmark) said that the second stage has begun.
While Nokia still aims to grow its service business, selling equipment to telecom companies, its main focus is now selling equipment to other companies.
Big tech companies have partnered with telecoms equipment makers such as Nokia to sell private 5G networks and technical equipment for automated factories to customers, most of whom work in the manufacturing sector.
The Finnish company plans to review the growth path of its various businesses and consider alternatives, including: Divestment.
It is believed that Nokia's move towards automating factories and data centers will put it in confrontation with major technology companies, such as Microsoft and Amazon.