When Nokia recently changed its logo, it was neither an occasion to launch a re-engineering process nor that of business pivoting but to signal the fact that the one-time telecom giant is now completely withdrawing from the phone-making business.
With this latest development, one cannot but reminisce over certain Nokia models that commanded lots of respect during their reigns.
Nokia models like N90, Nokia 9110, N95, teardrop-shaped Nokia 7600 (for impressionable youths), Nokia Lumia 1020, and so on and so forth.
Perhaps what comes to mind the most is the Nokia Lumia 1020.
Its sleek sizeableness, Windows OS, and magical camera features are a sheer marvel.
The Finnish telecoms firm sold its mobile phone business to Microsoft in 2014, though Nokia-branded phones are still sold by HMD Global.
Nokia has redesigned its logo to remind the world that it doesn’t make mobile phones anymore.
“In most people’s minds, we are still a successful mobile phone brand, but this is not what Nokia is about,” Nokia CEO Pekka Lundmark told Bloomberg.
“We want to launch a new brand that is focusing very much on the networks and industrial digitalization, which is a completely different thing from the legacy mobile phones.”
Nokia once ruled the mobile world but failed to adapt to the smartphone era spearheaded by Apple and Google.
The company sold its mobile phone business to Microsoft in 2014, but the deal was a disaster.
By 2016, Microsoft had lost at least $8 billion on the acquisition and began winding down its own smartphone business, which failed to take on iOS and Android.
That year, the Nokia mobile brand was sold to a new entity founded by former Nokia employees, HMD Global.
Android handsets started getting sold under the Nokia name once more, though they are now manufactured by Foxconn subsidiary FIH Mobile.
HMD confirmed that Nokia’s rebrand does not affect its own use of the original logo.
“The classic Nokia brand has an incredible history in mobile phones,” said Lars Silberbauer, HMD’s chief marketing officer.
“Our Nokia branded phones such as the three new devices we announced this week, the Nokia G22, Nokia C22, and Nokia C32 continue the great momentum associated with the classic Nokia logo,” he revealed days ago.
Nokia itself now makes money through businesses including the sale of networking equipment and the licensing of its many patents, including to mobile makers.
The company has also been pushing hard into 5G, with this portion of its business buoyed by bans on equipment manufactured by Chinese rival Huawei.
In a blog post, Lundmark said the company’s new logo “captures Nokia as we are today, with renewed energy and commitment as pioneers of digital transformation.”
"We built on the heritage of the previous logo, but made it feel more contemporary and digital, to reflect our current identity ...
"This is Nokia … but not as the world has seen us before.”