Nokia announced their change in its brand identity for the first time in nearly 60 years. Once the king of mobile phones, the brand was overtaken by the likes of Apple and Samsung after the advent of the smartphone. And now, to signal a shift away from mobile phones, Nokia has unveiled a radically new logo.

Revealed before the official start of Mobile World Congress Barcelona this week, the new logo does away with Nokia’s iconic typeface and navy blue colourway, replaced with a much lighter series of disembodied shapes.

The new logo comprises five different shapes forming the word NOKIA. The new logo features a series of lightweight lines and circles, which loosely spell out the word Nokia. As seems to be the trend with various recent rebrands, several of the letters have chunks missing, which some are arguing negatively impacts legibility. And, yep, a lot of people are comparing it with the recent Kia rebrand.

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

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.

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