HMD, the Finnish mobile device maker formerly known as HMD Global, introduced a new visual identity in early 2024 when it rebranded as “Human Mobile Devices.” The company, which had previously produced Nokia-branded smartphones under license, unveiled the new HMD wordmark and brand direction at Mobile World Congress 2024, signaling a shift toward selling devices under its own name alongside continued Nokia production.[1]
Design and History
HMD Global was founded in 2016 by former Nokia executives and took over the Nokia mobile phone business, initially using the HMD name only for corporate purposes while Nokia branding appeared on consumer products.[2] In January 2024, the company rebranded to “Human Mobile Devices,” with the HMD abbreviation now standing for that full name.[2] The rebrand was announced at MWC 2024, where HMD explained that its new branding would appear on “original devices” while it continued producing Nokia-branded smartphones.[1]
The new logo is a compact typographic wordmark featuring the three letters “HMD.”[3] Reports from the rebrand period described the mark as using a simple, connected handwriting-style lettering approach with minimal ornamentation.[4] The company’s official website now presents the brand under the “Human Mobile Devices” name, describing HMD as the largest European manufacturer of smartphones and makers of Nokia phones.[5]
Meaning and Symbolism
According to HMD, the HMD brand logo represents “Human Mobile Devices,” meaning the company creates mobile devices with a human-centered approach.[6] The rebrand aligned with a new product focus on devices that are “affordable, beautiful, desirable, and repairable,” including a “Fix it Yourself” movement aimed at reducing the steps required to repair phone displays.[1]
Typography and Design
The HMD wordmark was personally designed by Lucia Domenici, who served as Global Executive Creative Director in-house at HMD Global.[7] Domenici described the new logo’s “simple yet direct design” and the HMD abbreviation as making it “human.”[7] Domenici joined HMD in February 2021 as Executive Creative Director and Creative Director, with prior experience at Grey Group, 01tribe, and Superunion.[8]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
