There have been hints and leaks trickling out that Microsoft would completely dump the Nokia branding – and to a lesser extent all Windows Phone branding. On Monday, these leaks were finally proven true, as Microsoft launched the Lumia 535. The phone itself is hardly worthy of news, as it is one of the lower end models, but it marks the departure from both the Windows Phone and Nokia brands:

The phone is also a test for Microsoft’s 5x5x5 offering. Jo Harlow, corporate vice president for Phones at Microsoft – notice that title as well, no Windows Phone designation – made a statement concerning the 5x5x5 offering:

Lumia 535 comes with our ‘5x5x5’ proposition…Innovation should be available to everyone, and we are doing this through the very best integrated Microsoft services included and out of the box, a 5MP wide-angle front-facing camera, and a spacious 5-inch qHD screen — all at an affordable price.¹

The phone is set to, “begin rolling out to key markets in November and will be available in bright green, bright orange, white, dark grey, cyan and black.”² The Lumia 535 will be priced around 110 euros before taxes and subsidies.