Leak: New Lumia handsets will not carry the Nokia brand

According to a Microsoft branding guide leaked by evLeaks  we can expect a lot of branding changes to Lumia handsets in the near future, rather than the 18 months generally accepted.

According to the note, “The Microsoft brand will only replace the Nokia brand in product applications and experiences when Microsoft has launched a new product into the market.”

Now the real question is when this will occur – certainly not for the Nokia Lumia 930, but probably for the next generation of devices such as the Nokia McLaren.

Microsoft can use the brand on existing handsets for another 18 months and 10 years for Nokia mobile phones, but at some point Nokia stores will transition to Microsoft brands.

Future marketing material will no longer use Nokia Pure font, but rather Microsoft Segoe.  Interestingly all Nokia branded handsets must ship with Nokia Tune, which will continue to belong to Nokia, but presumably when the brand goes, so will the iconic ring tone.

The guide also finally give us a name for the assets which Microsoft purchased – the “Nokia Devices and Services Business” which I will from now on shorten to NDSB 

Read much more minutia regarding the transition from the Nokia brand to the Microsoft brand at evLeaks here.