Nokia redesigns iconic logo to remind the world it’s no longer a phone company | CNN Business

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Nokia redesigned its logo for the first time in decades to distance itself from its public image as a phone company.

The new logo, announced on Sunday, features five different shapes that come together to spell NOKIA. The font is sleeker and the classic blue tone associated with the brand is replaced by a variety of colors depending on the location.

“We built on the heritage of the previous logo, but made it feel more contemporary and digital, to reflect our current identity,” CEO Pekka Lundmark wrote in a statement on Sunday.

Once the largest mobile phone seller and synonymous with the mobile phone era, Nokia later struggled to compete with Apple, Samsung and others in the smartphone market. Nokia sold its mobile phone business to Microsoft in 2014 in a disastrous deal that resulted in Microsoft taking a massive $8.4 billion cut the following year.

Since then, the company has struggled to shed its reputation as a phone company while focusing on mobile and cloud networking technologies. Nokia now makes much of its revenue from business-to-business sales, with plans to expand its footprint in the enterprise market.

“To signal this ambition, we are updating our brand to reflect who we are today: a leader in B2B technology innovation,” said Lundmark. “This is Nokia, but not as the world has seen us before.”

The changes were announced ahead of the Mobile World Congress in Barcelona, ​​which started on Monday. Lundmark, who joined the company in 2020, will deliver a keynote address on Tuesday to share a “development that will change the way we see Nokia forever,” according to the company’s website.