Yesterday, ahead of MWC 2023, Nokia announced its new brand identity. The Finnish company not only revealed its new logo but also its revamped business strategy.

This announcement came as a surprise to everyone. The company’s previous logo was in use for about 45 years. It became an iconic symbol around the globe as Nokia was the world’s largest phone maker for years.

For those die-hard fans who could not digest the change, we have good news for you. The firm has confirmed that its brand licensees who deal with consumer products will continue to carry the old beloved logo.

For the unaware, though there are smartphones and feature phones on the market carrying the ‘Nokia’ brand, they are not made by the Finnish firm. These consumer devices are sold by HMD Global, which is one of the many Nokia brand licensees.

The other Nokia-brand licensees are RichGo (earphones), Flipkart (smart TVs), StreamView GmbH (streaming devices), and Off Global (laptops). Products from these companies will continue to use the old Nokia logo.

Though Nokia stopped selling phones years ago, it is still associated with the product category due to its immense popularity more than a decade ago. The firm now considers itself a ‘business technology company.’

The new identity is a move to change its perception among the general public. But unfortunately, we don’t think it is enough for a layman to understand, however, it makes sense for shareholders and partners.

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