Nokia reveals new logo to remind you it doesn’t make phones anymore

Finnish telecoms agency Nokia has redesigned its logo to remind the world that it doesn’t make cell phones anymore.

“In most individuals’s minds, we’re nonetheless a profitable cell phone model, however this isn’t what Nokia is about,” Nokia CEO Pekka Lundmark told Bloomberg. “We wish to launch a brand new model that’s focusing very a lot on the networks and industrial digitalization, which is a very completely different factor from the legacy cell phones.”

Nokia revealed its new brand identity on Sunday at MWC — the primary main redesign of the agency’s brand in almost 60 years. The corporate has come a great distance since its founding as a single paper mill operation in 1865. Its unique brand featured a salmon head — a reference to the Nokianvirta river by which the mill was established and which gave the corporate its identify.

Nokia as soon as dominated the cellular world however did not adapt to the smartphone period spearheaded by Apple and Google. The corporate offered its cell phone enterprise to Microsoft in 2014, however the deal was a catastrophe.

By 2016, Microsoft had lost at least $8 billion on the acquisition and commenced winding down its personal smartphone enterprise, which did not tackle iOS and Android. That yr, the Nokia cellular model was sold to a new entity based by former Nokia workers, HMD International. Android handsets started being offered below the Nokia identify as soon as extra, although they’re now manufactured by Foxconn subsidiary FIH Cellular.

Nokia itself now makes cash by way of companies together with the sale of networking tools and the licensing of its many patents, together with to cellular makers. The corporate has additionally been pushing laborious into 5G, with this portion of its enterprise buoyed by bans on tools manufactured by Chinese language rival Huawei.

In a blog post, Lundmark mentioned the corporate’s new brand “captures Nokia as we’re at this time, with renewed vitality and dedication as pioneers of digital transformation.”

Stated Lundmark: “We constructed on the heritage of the earlier brand, however made it really feel extra modern and digital, to replicate our present id … That is Nokia … however not because the world has seen us earlier than.”