Nokia Lumia logo

It hasn't been officially announced but it's looking like Microsoft is going to drop the Nokia branding from its range of Windows Phone smartphones and I don't think that's a good thing. See also: The best phone you can buy in 2014.

Although it hasn't happened yet, there are signs that Microsoft will stop using the Nokia name, despite having the rights to it for 10 years for 'mobile phones', according to a leaked document via evleaks. The Nokia name and logo is still appearing on the latest handsets and the box they come in such as the Lumia 735 which we've just received for review.

However, it's a telling fact that in press releases and documentation, Microsoft makes no mention of Nokia whatsoever. The latest adverts, such as the Lumia 930 one, also make no reference. Various regional Nokia.com website have also started redirecting users to Microsoft owned pages.

Microsoft may never make an official announcement about it but we're pretty sure the Nokia name will be gone pretty soon. In fact, the range of Lumia smartphones announced at IFA 2014 in Berlin might be the last ones to brandish the name.

GeeksOnGadgets recently obtained an internal Microsoft document which details the company's guidelines for its own brands and The Verge has confirmed they are genuine and accurate. In short, it states that new devices will simply use the Lumia branding plus a three digit number.

"As part of our phased transition, we will drop the manufacturer name [Nokia] from the product references during the holiday campaign," says one slide.

Not only is Microsoft getting rid of the Nokia branding, it's also calling Windows Phone just Windows. I'm not too bothered about that and really, it makes a lot of sense as the firm wants to put across that Windows is an operating system for almost any device under the 'One Windows' vision. I'm more bothered about the loss of the Nokia name.

Perhaps it's just me, but I suspect and would wager that a large amount of people have fond memories of Nokia. Just check our list of the best selling mobile phones, in which only one device is NOT a Nokia. My Nokia 3210 was, and remains, one of my favourite phones of all time and the N95 was a classic.

Almost everyone has, at some point, owned a Nokia phone in their lives and although times have changed I'm pretty convinced that on the whole consumers have a positive view of Nokia as a brand. There's a lot of value in a known and trusted brand and I think Microsoft is throwing this away by ditching the Nokia brand. Many regard Nokia as a prestigious brand with distinction and respectability.

The Lumia Windows Phone devices have struggled to sell well in tough competition and I think Microsoft is going to find it even harder to increase market share when the phones are simple Lumia and nothing else. I'm no psychology expert but I'm pretty sure a Lumia device with the Nokia logo is more likely to sell than one without.