Last week saw the rebrand of one of the world’s most significant innovation technology leaders, Nokia, with an entire new identity being released at the Mobile World Congress 2023 in Barcelona.
This rebrand came into play in order to unlock the next stage of growth for the brand, helping Nokia to showcase its move from creating consumer products to becoming a pioneer in the technology market.
Therefore, in order to better reflect Nokia’s brand positioning the organisation worked with New York-based consultancy, and longstanding partner, Lippincott, to provide a fresh and contemporary feel to the branding whilst still including the heritage of the company.
In this post, we will be diving into the new logo, exhibition stand design, and website, graphics, and advertisements that place Nokia as both an inventor and innovator of technologies.
The brand positioning and messaging continues to run throughout the new identity, particularly in the logo letterform graphics.
The N, O, and K, in particular, have been used to create bold graphics across the website and brand imagery that centre around growth, innovation, and sustainability using wildlife and Artificial Intelligence image cut outs.
For example, each graphic ensures that every letter stands for something related to the brands values, with the worldwide presence being shown through the globe, and the dedication to sustainability represented through the use of AI and bots.
The website contains these logo letterform graphics, but for the most part, remains simple and doesn’t overcomplicate itself.
With short and snappy website copy and simple navigational features, it makes for a solid website that is positioned as a technology company and less so a technology provider.
Finally, moving onto the advertisements which are much like the website as they are simple, colourful and use letterform graphics as a base for the design.
The language used certainly pushes Nokia’s new identity with phrases such as “At Nokia, we create technology that helps the world act together”.
This creates a shift away from what the brand is currently known for, and instead pushes the identity linked with technological innovation and the integration of networks and the cloud.
Innovation at its Finest: The Nokia Rebrand Explored
In order to be a pioneer in your market you need to have an identity to show you mean business. That’s exactly what Nokia has done with the help of the Lippincott agency.
With a refined and agile new logo, and logo letterforms that capture the brand’s core values and commitments to future technology, this new brand identity helps to place Nokia right at the centre of the tech market.
Although most of us will never forget the old block-style logo, and playing a game of snake on the classic Nokia 3310, this rebrand was needed in order to propel Nokia onto the scene as an innovative tech giant.
But now we are handing it over to you, let us know what you think of this rebrand! Are you a loyal Nokia customer who preferred the original and memorable branding, or do you think this change was necessary to put Nokia at the top of the technology game?
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Hi, I'm Amy, Content Strategist at Canny. In my day-to-day role, I'm responsible for creating content that gets you noticed and makes you stand out from the competition. Naturally, I love writing and creating engaging copy that brings your brand to life.