Nokia re-brands itself with new ‘Nokia Pure’ font


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When you think of Nokia, you think of its logo – you know the one: Nokia typed out, in blue, in that Nokia Sans font. Well, no more. Nokia is changing its trademark font and replacing it with what it calls the ‘Nokia Pure’ typeface.

The decision to move away from things-of-old in the Nokia camp is a clear indication that the company is committed to re-branding itself and re-building its image with consumers.

And now that the Windows Phone 7 deal is done and Symbian has been given its marching orders, it’s clearly time to move onto those all-important typeface issues – after all, fonts are very important. 

Here’s the official line on ‘Nokia Pure’ from the Nokia blog:

‘This week, Nokia announces a new typeface and a new look for promotional materials. It’s a new brand image that’s simpler, fresher and stronger than before.’

It adds: ‘This is the new typeface that’s been created for Nokia by the branding people. It’s called Nokia Pure and we like it a lot. Not only does it look… well, pure and simple, but the letters flow into each other somewhat, creating the impression of forward movement.’


Nokia also included the new ‘Nokia Pure’ typeface on some screenshots from devices on the blog but was quick to point out that these aren’t official shots, just renders.

In closing, Nokia says to look out for the new ‘Nokia Pure’ typeface on marketing material in 2011 – it’ll presumably be appearing on billboards, TV adverts and in magazines.

Now all Nokia needs is some decent phones to market.

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