Nokia after 60 years decides to propose a rebranding of its iconic logo. A will that reflects a change in brand positioning.
Nokia Connecting People
Known by all thanks to its indestructible mobile phones such as the 3310between the 90s and 2000s Nokia was a truly iconic and popular brand, with an unmistakable design, various customizations and ring tones still in our memories.
Innovative tool for the time, in which already the animation ofmeeting of two hands when it was turned on it gave the impression of entering the future of technology. Precursor of mobile games such as the unforgettable Snakeprotagonist of endless challenges between friends.
But then what happened?
In the boom of its success, the 1998, Nokia’s sales revenue amounted to 20 billion dollars with a profit of 2.6 billion: the Finnish brand it controlled 30% of the mobile telephony market.
Dal 2010 but everything changes: Symbianthe operating system created in-house, is soon surpassed in terms of performance and technology by its competitors Android and iOS.
Nokia prefers to invest more in its system instead of following the growing needs and evolving demands of this new market. Despite the efforts, investments and changes implemented, Nokia has not managed to keep up with its competitors, so much so that over the years it has ended up in the friendzone of cell phones.
Is rebranding the input for real change?
After many years, Nokia intends to give a new perception of himself. No longer B2C mobile company but technology and innovation company B2B. And she does it by communicating a new logo image that reflects the peculiarities of her new mission. A new brand focused on networks and industrial digitization that has little to do with the Nokia of our memories.
The old characterization of the logo is replaced by a set of letters inspired by shapes and geometry. Although the letters N K e A have been cut to give trim clean it’s more futuristicoverall it is not difficult to recognize the Nokia logo.
Presented on colorful, gradient and bright backgrounds that evoke energy, the rebranding implemented by Nokia, in collaboration with the design consultancy Lippincottis accompanied by a series of images that refer to technology, digital transformation and the power that human synergy generates in the world.
Credits: Nokia & Lippincott
So much so that the previous one payoff Connecting People it does not totally detach itself from the new concept but evolves following a more contemporary panorama: “We create technology that helps the world work together” as he claims Pekka LundmarkCEO of Nokia.
Credit: Nokia & Lippincott
The weaknesses
Although the Nokia rebranding is focused on contemporaneity and digitization, not everyone liked the realization.
The poor legibility and conceptual abstractionism pushed to the limit have met with various criticisms, including the association with another not very appreciated rebranding, that Come on.
The Ultimate Rebrand: AOKN #nokia # to #aocia #kn pic.twitter.com/NnbewtTFfu
— Pawel Ludwiczak (@ludwiczakpawel) February 27, 2023
Not appreciated but which has, in the meantime, generated a great search for cars on the web KN brand.
Since KIA introduced its new logo, online searches for “KN car” soared.
Y’all ready for NOCIA? pic.twitter.com/IbKoIUsxQr
— charlota (@0xCharlota) February 28, 2023
It must be said that the decision to enter pastel colors and gradients at the moment they are almost obligatory choices for companies B2B who intend to speak to the public in contemporary non-detached way.
What we shouldn’t expect for sure is that this rebranding will help Nokia to get back into vogue as it once was because with its new placement seems to have definitively closed his memorable cell phones in the drawer, as sadly we did too.
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The new simple and energetic look of 7Up
The new visual identity of Amazon Prime Video
Zoom’s rebranding: new visual identity and new products
Burberry’s new logo is an ode to Britishness
The new SACE brand identity to grow together with Italian companies