Nokian Updates Branding as Part of Its Growth Plan

Posted on 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.”

Nokian has used the actual dimensions of a tire to create a recurring shape and graphic element. The company is launching a spring campaign in March.
Nokian has used the actual dimensions of a tire to create a recurring shape and graphic element. The company is launching a spring campaign in March.
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.

Related Topics: Antti-Jussi Tahtinen, branding, Hille Korhonen, Nokian, Tommi Heinonen

Comments ( 0 )
More Stories
Pete's Road Service has joined the Marangoni network. Pictured in the dealership's retread plant are Noe Lara (left), operations manager, and Kyle Fletcher, president.
News Pete’s Road Service Converts Retread Operation to Marangoni

Fullerton, Calif.,-based Pete’s Road Service Inc. has joined the Marangoni Tread North America Inc. dealer network and will offer Marongoni’s Ringtread and Unitread brands.

The inability of consumers and independent auto service facilities, including tire dealerships, to access telematically transmitted vehicle data is "a crisis," Bob Hendry of Group 31 Inc. (for right), told Chanty Gbaye, legislative correspondent for Sen. Sherrod Brown (D-Ohio). "We need to cut it off at the pass."
News Aftermarket Demands Access to Vehicle Data

A draft of a bill that would give car owners and independent auto repair facilities, including tire dealerships, access to telematically transmitted vehicle diagnostic and repair data is circulating on Capitol Hill.

News Yokohama Passenger Tire Prices Are Going Up

Yokohama Tire Corp. is increasing the price of consumer replacement tires in the U.S.

Be the First to Know

Get the latest news and most popular articles from MTD delivered straight to your inbox. Stay on top of the tire industry and don't miss a thing!