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Comparing the new and old Nokia Logo
Nokia Rebrand — Old vs. New?
Published on
19 October 2023
Harrigan Davenport image
Harrigan Davenport
Marketing Manager

To evaluate the effectiveness of Nokia's recent logo overhaul, this Logo Test compares the new 2023 logo with the 45-year-old iconic Nokia logo.

This week, Nokia, once the king of mobile phones, made headlines with the announcement of a massive layoff of 14,000 jobs. In February, Nokia introduced a refreshed brand identity, unveiling a new logo that replaced its iconic 45-year-old logo. This rebranding effort was aimed to reintroduce Nokia as more than just a mobile phone brand, positioning it as a forward-thinking “B2B technology innovation leader”. The announcement of layoffs has prompted many to question the effectiveness of Nokia’s rebranding strategy. Specifically, the new logo didn’t receive the warm online welcome Nokia anticipated:

To delve deeper into the effectiveness of Nokia’s logo transformation, a Logo Test was performed to compare the new logo with its iconic predecessor.

Standard Assessments of Logo Test

In summary, the respondents favoured the classic logo, finding it more likeable, polished, and trustworthy. It’s worth noting that despite respondents perceiving the new logo as more original, both logos were rated as equally less elegant.

Company perception and emotion

Although the new logo was designed to convey Nokia’s transformation into a B2B technology innovation brand, respondents generally hold similar company perceptions for both logos, with the majority associating both with the telecommunications industry. In addition, they felt confused towards the new logo, echoing the sentiment shared by the online community.

Open-ended feedback

The AI summaries of respondents’ open-ended feedback also underscore the confusion surrounding the new logo.

These findings suggest that the new logo is less favoured than the classic Nokia logo, and has not yet achieved its intended impact.

If you are looking to create or refresh your logos, Logo Test can help you make informed decisions for better results. Get your logos tested today!

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