On Sunday, the Finnish telecommunications giant NOKIA presented its new logo.

The company proceeded with the first change of its brand identity for the first time in almost 60 years, as part of its new marketing strategy.

The new logo consists of 5 different shapes – intertwined – that make up the word NOKIA.

The characteristic blue color that the old logo had – depending on the use – has been replaced with purple-pink shades.

As CEO Pekka Landmark told Bloomberg, the goal is to relaunch NOKIA as a sophisticated telecommunications company in general.

“In most people’s minds, we’re still a successful mobile phone brand, but that’s not what Nokia is about,” Landmark said. “We want to launch a new brand that is very focused on networks and industrial digitalization, which is completely different from legacy mobile phones.”