Microsoft Lumia Design Officially Unveiled Without Nokia Logo

The software company says it's "looking forward to unveiling a Microsoft Lumia device soon." As reported earlier week, Nokia's existing phone websites and social network accounts will now be transitioned over to Microsoft Lumia branding going forward.

According to The Verge, Microsoft has also disclosed that it will use the company's name on the front and rear of future Lumia devices to replace the Nokia branding.

While Lumia phones will drop the Nokia brand entirely, Microsoft still has a 10-year license to use the Nokia brand on basic phones. "Microsoft will continue to sell Nokia-branded, entry-level category of phones, such as the Nokia 130," explains Tuula Rytilä, Senior Vice President of Marketing for Phones at Microsoft. "We have licensed the Nokia brand for such devices."

It's not clear how many of these types of devices Microsoft will continue to focus on. Microsoft is killing off the majority of Nokia's feature phones in favor of Windows Phone, with only the very basic mobile phones still likely to be produced in future.

Microsoft only had a temporary period of 18 months to use the Nokia brand on smartphones, providing the company enough time to switch to Microsoft Lumia. Microsoft revealed yesterday that the company sold 9.3 million Lumia Windows Phones in the most recent quarter, a small increase from the 8.8 million sold in the same period last year.

While Windows Phone faces many challenges in the market against iOS and Android handsets, Microsoft may face a new challenge with its branding. Microsoft CEO Satya Nadella revealed yesterday that the modest growth in Lumia sales was "driven by sales in Europe where we gained share with lower price devices." Nokia has always been a strong brand in Europe, and it's now down to Microsoft to prove it can continue to push Lumia sales forward without Nokia.