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. Today we’ve been lucky enough to get a sneak preview of some assets, starting with the new Nokia font, Nokia Pure.
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. The first picture, with the lower case ‘c’ and ‘e’ up close is worth particular attention – and comparison with Helvetica and the old Nokia Sans font. Not only does it look… well, pure and simple, but the letters flow into each other somewhat, creating the impression of forward movement. The idea of flow and movement appears frequently in the new branding.