Nokia Siemens Networks
New: Company, name and logo
Launched: The logo, 12 February, 2007; the
company, late March?
Story in brief:
A company that did not
yet exist launched its brand on a booth at the 3GSM World
Congress in Barcelona, and held its first press conference as
Nokia Siemens Networks, the 50/50 spin-out of the network
infrastructure manufacturing and services businesses of the two
parents. In the wake of Siemens' legal difficulties (having to
do with alleged bribery), the closing was a bit delayed. But
when it's done there will be a new category giant (est. 2006
revenues $22 billion), second to Ericcson but bigger than
The relatively new firm Moving Brands won this competitive
assignment (from a New York firm) for the appeal of its
"multi-sensorial" branding promise. According to account lead Peter
Faulkner, one winning idea was that logo design should begin with a
moving image, before it gels as a logo.
The name decision was a given, and not up for review, but Moving
Brands was able to persuade their new client not to merely combine
the two partners' existing logos. The brief, after all, was
two-fold... to exploit existing equities, and the name did that, but
also to express something new, which here must be done through
design. The core idea the consultants proposed, the guiding "brand
narrative," would be that networks unite communities, thus...
"bringing networks to life."
Moving Brands were proud to have completed analysis, planning and
logo design in a two-month window. (Whether Nokia Siemens
should be proud to have asked this is another matter.) We'll have to
wait until the deal is closed, however, to see how the multimedia
promise plays out, because that work (which is to include a "sonic memnonic" or sound logo)
is still in progress; we'll hear if after launch.
C.E.O. Designate - Simon Beresford-Wylie
Chief brand officer - Louise Proddow (also pending
Identity design - Moving Brands (UK)
The name: Like "Alcatel Lucent," its competitor's name, it
is an awkward marriage of supposed equals, a perpetuation of
duality and a reminder of the past. But unlike Alcatel
Lucent (which have ceased to exist) Nokia Siemens is an
inherently unstable name, subject to change as soon as the
company is ready to control its own destiny (and brand).
The logo design: When a name is weak, the use of a
dominating visual device is strategically appropriate. This
'wave' device, which is not really a symbol, effectively frames
the name and gives it a graphically distinctive identity. I
can't wait to hear what it will sound like.
What it could have been...?
"We think the brand conveys dynamism, movement and renewal"