Nokia Sans, one of the most familiar typefaces worldwide and a brand recognition money can't buy, is about to become irrelevant. The world's largest phone maker has unveiled a new font dubbed Nokia Pure for mobile and digital environments.
"Logically enough, the starting point for our brand new typeface, Nokia Pure, was also on-screen legibility at small sizes--although now we're talking about the pin-sharp color screens of contemporary smartphones," Nokia said in a blog post on its Brand Book site. "At the same time, we also needed a recognizable corporate typeface, versatile enough to work well in all manner of different environments--from other screen-based formats, to a whole host of printed materials."
Based on the concept of a seamless and fluid motion, the Nokia Pure typeface comprises rounded letters without serifs that "flow into each other" to create an impression of forward movement.… Read more