Nokia 2023 logo (Nokia PR photo)
The veteran Finnish communications company, which will celebrate 160 years of activity in two years, this morning (Sunday) presented a new logo, for the first time in 58 years. The familiar blue logo, which was first revealed and underwent a very minor change in color in 1978 (45 years ago) was replaced by a completely new font, in which some of the letters are “truncated” – that is, parts of them appear to be missing, as was the vertical line in the K in the previous logo (and in the current one) .
The new logo was designed for Nokia by the American brand consulting company Lippincott, which in recent years has designed logos and campaigns for huge companies such as Bombardier (the company that produces the double-decker cars of the Israel Railways, as well as private planes), Marriott Hotels, Nissan, Delta and South Airlines West, eBay, Tees R Us, Walmart, Taco Bell, Starbucks, Timberland and more.
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It is interesting to note that the logo is supposed to appear as solid, smooth colored text (usually white on various colored backgrounds), but the official version of it published on the company’s website places it above what is supposed to look like colored communication fibers, but looks more like a Havdalah candle.
Nokia’s CEO since 2020, Pekka Lundmark, told Reuters that “there was the link with smartphones, and now we’re a business technology company,” so rebranding was necessary, to separate the company from the area where it had completely failed. Now, he said, he is in the midst of Implementation of a three-phase plan for the company: initialization, acceleration and growth. The initialization ended with the unveiling of the new logo, and now the acceleration and growth phases will come – that is, unlike the neighboring competitor, Ericsson, which announced the layoffs of 8,500 employees in recent days, Nokia actually intends to hire more employees. Lundmark said Because the company will try to increase its market share in cellular networks, and at the same time compete with its customers by proposing the establishment of private networks for companies.
“We had very good growth of 21% last year in business (customers), which currently account for 8% of our sales, or about €2 billion. We want to take that to double digits as soon as possible,” he said. “The signaling is clear: we only want to be in business where we can see global transport.”
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