Nokia is changing its logo for the first time in 60 years.
The Finnish maker of 5G equipment announced Sunday (Feb. 26) that it will introduce new branding , consisting of five different shapes that form the word NOKIA. According to Reuters, it also replaces Nokia’s iconic blue color with a range of colors, depending on the use case .
“The company’s new logo symbolizes a vibrant, dynamic and modern Nokia, demonstrating its values and purpose. It was designed as a symbol of collaboration, which Nokia believes is critical to realizing the exponential potential of networks: unlocking advances in sustainability, performance and accessibility,” the company said in a press release .
Nokia, whose motto in the early 2000s, when it was the market leader in cell phones, was “connecting people,” is trying to distance itself from its image of phones in the first place. The company left the handset business almost a decade ago and is now a “business technology company.
Nokia’s business in numbers
24.9 billion euros ($26.3 billion): Nokia’s sales for all of 2022. The company’s ability to serve wireless service providers with networking equipment has grown especially amid weaker competition due to restrictions on Chinese competitor Huawei .
8%: Nokia’s share of last year’s revenue from its corporate business – selling private 5G networks to companies – approached 2 billion euros. According to CEO Lundmark, the next goal is to take the segment into “double-digit” territory through organic growth and small acquisitions.
Kia’s problem with the new Nokia logo
When Kia unveiled its new logo, many people were confused . Because the company didn’t put a crossbar on the letter “A,” the automaker’s logo looked like it said “KN.” Last year, about 30,000 people googled KN cars every month.
Some Twitter users diagnosed a similar ” deconstructed letter business ” with Nokia’s new, more futuristic logo. With the semi-final “N,” it created a similar readability problem for Kia. Even the “K” looked like an “S” to some. It read like ” AOCIA ” – a far cry from Nokia.