The Wave of the Future

When it comes to telecommunications companies the modus operandi is apparently clear: The bigger, the better. And what could be bigger (and better?) than a new joint spin-off company by, already-big corporations, Finland-based Nokia and Germany-based Siemens, two of the most influential technology companies in the world. The result is Nokia Siemens Network (NSN). Like most telecommunication giants (Alcatel-Lucent, Ericcson and Cisco), NSN’s scope is broad, ambitious and ambiguous so creating an identity around it becomes increasingly complex. Moving Brands, a London-based branding agency — and a newcomer to the highly public branding game — scooped the project from a handful of the major players and proceeded to create and, most amazingly, launch a new identity in the spa