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Nokia introduces new logo, changes brand identity for first time in 60 years

By Brooke Villanueva Published Feb 27, 2023 10:31 am

Nokia introduced a new look as it announced its plans to change its brand identity at the Mobile World Congress, which kicked off on Monday, Feb. 27 (Philippine time). 

For the first time in almost 60 years, the telecommunications equipment maker changed its logo, which now features five different shapes that spell out NOKIA. Its signature blue color is no more. 

"There was the association to smartphones and, nowadays, we are a business technology company," Chief Executive Pekka Lundmark said in an interview with Reuters. 

Nokia now focuses on selling gear to other companies on top of continuing to target growth for its service provider business. According to a Reuters report, leading technology companies have been “partnering with telecom gear makers such as Nokia to sell private 5G networks and gears for automated factories to customers, mostly in the manufacturing sector.” 

Moving forward, the brand looks to study the growth path of its different departments and take various options into consideration when it comes to making decisions and action plans for the business.

Reuters stated that its direction on factory automation and data centers could see them “locking horns” with tech giants like Microsoft and Amazon.