Nokia, Finland - Nokian Tyres has changed its brand design is response to consumer trends and in order to become more attractive in the company’s strategic growth areas.
The redesigned brand image takes inspiration from the simplistic aesthetics of Scandinavian design, said Nokian.
The colour palette will continue to include the familiar birch green.
Also, the simplified round shape is based on the dimensions of an actual tire and used as a recurring graphical element.
Nokian expects the new brand to increase its appeal, especially in its growth markets of North America and Central Europe.
“The promise of peace of mind in all conditions is at the core of Nokian Tyres’ operations,” the company added.
The brand also aims to signify Nokian’s contribution as “one of the most sustainable companies in its industry”.
Commenting on the new design, Nokian Tyres’ president & CEO Hille Korhonen, said the company wanted to be the “top choice” for its “demanding consumers”, offering both technology and environmentally-friendly products.
Korhonen said the branding will help as the company, known for its winter tire products, becomes a stronger player in North America with its overall lineup.