Besides new interface, Nokia might grace Symbian with new font, called Pure

Besides new interface, Nokia might grace Symbian with new font, called Pure
Let's face it, a lot of users, including us, thought the default Symbian Nokia sans font looked tired and archaic, and contributed a large deal to the general dislike of the platform. After announcing they will do a complete revamp of the interface by the fall, the Finns are obviously focused on uprooting the font nuisance as well.

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



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6 Comments

1. DontHateOnS60

Posts: 872; Member since: Apr 20, 2009

Pretty nice looking.

2. box unregistered

While this is nice, what was wrong with the old one? Like Microsoft, Volvo, and several others with strong identities tied to their font/typeface, the old font easily identified the device as a Nokia: easy to read, good on space, simple and effective.

3. gregory unregistered

eeeh -what does mean ,,kick in the ass" :) Answer-everything ! Nokia would never do what they are trying to do now if they did lose market share so fast.

4. 530gemini

Posts: 2198; Member since: Sep 09, 2010

Who's nokia? Lol.

5. samirsshah

Posts: 61; Member since: Mar 10, 2011

In emerging markets text does not matter much. I want Nokia to have a symbol just like the nice one by Airtel (India) (Airtel is doing things right 'sticker shock insurance' in 3G and nice new logo) or Videocon (India). Illiterate and semi-literate people use color and logo to identify brands. Vodafone has a nice one, Sony Ericcson has a nice one but I have not seen that in India much.

6. IOS5 unregistered

Ahhhh Nokia some phones need change not only font?!

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