The new Nokia: No longer legible – but still good?

Hamburg, 9.3.2023

Nokia hasn't made any mobile phones for a long time now. Yet there are still mobile phones with the Nokia logo. Pretty confusing! That's why Norbert Möller is among those who think it's only logical for the company to adopt a new branding. For W&V he took a closer look.

The Nokia 3310 was iconic, the brand a top dog – perhaps even a love brand. But the launch of Apple's iPhone ended Nokia's supremacy: In 2014 the mobile telephone business was sold to Microsoft, and in 2016 HMD Global took over the global trademark rights for smartphones and tablets. And Nokia itself? The company now makes its money with network and cloud solutions, through the licensing of numerous patents, and is strong in the area of 5G – all B-to-B commerce.

As a result there are currently two companies using the name Nokia and the identical logo. So it was absolutely understandable that the company, which no longer sells mobile phones, wanted to break away from outdated associations and change its visual identity. At the Mobile World Congress in Barcelona, Nokia presented its new branding. For W&V magazine, Executive Creative Director Norbert Möller took a closer look at it.

Read Norbert's guest article online (in German; membership required).

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