Nokian Updates Branding as Part of Its Growth Plan

March 7, 2018

Nokian Tyres plc is modernizing its branding as it works to attract more customers and grow in key markets, including North America.

“As we focus on strong sales growth, we recognize that we need to build brand awareness across North America," says Tommi Heinonen, head of Nokian Tyres North America. "This brand evolution is a key building block as we invest in growing the Nokian Tyres brand in new areas that are primarily served by our expanding line of all-season products.” The new brand is designed to reflect the company's long history and sustainable business practices, as well as its Scandinavian values.

“As a Scandinavian company, taking care of people and the environment comes very naturally to us,” says Hille Korhonen, CEO and president of Nokian Tyres. “We want to be the top choice for demanding consumers — those who look for complete peace of mind by choosing state-of-the-art technology and safety, as well as support brands that take responsibility for the planet and its future.”

The company believes the updated brand will help Nokian be a more attractive choice especially in its growth markets of North America and Central Europe, where the company is seeking profitable growth outside the traditional winter tire markets.

“Nokian Tyres is a strong player — in winter tires in particular — and we intend to remain so,” says Korhonen. “Our strong roots as a Scandinavian tire manufacturer and a pioneer in challenging conditions enable our successful expansion to other segments, including summer and all-season tires. The brand emphasizes complete peace of mind. In this sense, it supports our growth very well."

The redesigned brand image takes inspiration from simplistic aesthetics of Scandinavian design. Its peaceful colors emphasize soft, natural tones, and the color palette will continue to include the familiar birch green. The simplified round shape is based on the dimensions of an actual tire and is used as a recurring graphical element.

“To celebrate our company’s 120th anniversary and long history, our graphic design takes inspiration from the original typeface that was already used in the 19th century,” says Antti-Jussi Tähtinen, vice president of marketing and communications for Nokian.

The company even produced a video to highlight how it created its new typeface.

The new imaging will gradually be introduced in spring 2018.