The relatively new firm Moving Brands won this competitive assignment (from a New York firm) for the appeal of Nokia Siemens Networks' "multi-sensorial" branding promise. According to account lead Peter Faulkner, one winning idea was that logo design should begin with a moving image, before it gels as a logo.

The name decision was a given, and not up for review, but Moving Brands was able to persuade their new client not to merely combine the two partners' existing logos. The brief, after all, was two-fold... to exploit existing equities, and the name did that, but also to express something new, which here must be done through design. The core idea the consultants proposed, the guiding "brand narrative," would be that networks unite communities, thus... "bringing networks to life."

Nokia Siemens Networks