Nokia Pure is being developed by a London typography and design house to be the new corporate font of the company. We will see it in marketing materials, as well as on manufacturer's phones, but it is unclear and probably unlikely this will include Nokia Windows Phone, as this one already has its own minimalistic font to marvel at.
Rather this has to be viewed as a sign of a larger effort to change the image and vision of Nokia on its way to regain what it lost after Apple disrupted the smartphone biz in 2007 with the introduction of the iPhone, and then Google followed suit with Android.
And it's very often the little details that make a big difference in perception. The director of brand and marketing for Studio Nokia says about the font:
"Nokia Pure is a celebration of our Finnish design heritage. We wanted to give it a natural, flowing form, while creating something that is highly functional and neutral. Nokia Pure has a clarity of purpose and as little design as possible. It’s made to celebrate human creativity."
Sounds great, now it's time to apply this creativity to Nokia's upcoming phones, and we are sold. Do you like what you are seeing in Nokia Pure?
source: Designweek via Symbian-Freak