Nokia changes logo to signal strategy shift

Nokia will change its brand identity for the first time in nearly 60 years, complete with a new logo, as it shifts from being associated with creating smartphones to being a business technology company focusing on aggressive growth.

The telecom equipment maker’s new logo comprises five different shapes forming the word NOKIA, with the iconic blue color being dropped for a range of colors depending on the use.

While Nokia still aims to grow its service provider business, where it sells equipment to telecom companies, its main focus is now to sell gear to other businesses.

After taking over the top job at the struggling Finnish company in 2020, CEO Pekka Lundmark set out a strategy with three stages: reset, accelerate, and scale.

Nokia is now beginning with the second stage.

After a 21 percent growth last year in enterprise, currently consisting about 8 percent of Nokia’s sales, or 2 billion euros, Lundmark said they aim to “take that to double digits as quickly as possible."