After an 800 page research report, Nokia is contemplating about bidding adieu to its old logo. It’s a well known fact that Nokia’s fortunes have been plummeting worldwide for some time now. But will a new logo really make a difference? In my last post on Nokia, I talked about the need to get the fundamentals right – listen to the customers, be ready to take quick decisions and think for the long term. Now I’m sure the research report elaborates on how perceptions have changed over the years, how a new identity will represent all that Nokia wants to be, yada, yada, yada. But when Nokia faces numerous fundamental problems, will such superficial changes work? On the positive side, a new logo will send a message within the company that it is taking steps to rebuild its brand equity. But, everyone knows where the real problems lie. So unless Nokia is doing something about fixing the big hurdles, employees will be smart enough to spot the cosmetic glaze. Also, changing a logo is a time consuming and financially draining process. How will the shareholders respond? And what are the logistical implications? How will the roll out happen? These are all very pertinent questions as resources will be consumed. The old Nokia logo has become ingrained in the minds of people for years and years and has tremendous brand recall. It’s not going to be that easy to replace it, although it won’t be that hard either if they simply change the font and retain the colour. The tougher part will be to build the right associations for the new logo. It will take years and more money. Now let’s come to the actual typeface. The Nokia Sans font is being replaced by the Nokia Pure font. The new font does have a better flow and is more stylish. The rounded edges show flexibility or rather a welcome lack of rigidity that the old font had. However, somehow, I felt the old font signified solidity, that Nokia was here to stay. The new font also has a certain level of sophistication and perhaps even Zen like simplicity and forward movement. All these make for great symbolism though. But the real question is what exactly does Nokia have in mind. Is the logo only the start of a more intense brand revitalization campaign or is it simply a one off thing? And a revitalization has to take place organically and has to percolate through every pore of the organization. A paradigm shift is needed. They can certainly start with the logo, but what after that? In a fast changing world, brands can be even more volatile. Nokia needs to take heed of that.
Featured Image Source: http://conversations.nokia.com/2011/03/25/nokia-unveils-new-font-and-branding/