Nokia switches font, goes “Pure’

By on March 29, 2011
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Nokia waves goodbye to its iconic font shape.

Brand building is one of the most vital part of a company’s strategy (or so told my Marketing teacher). The company’s image, look and presentation, a positive one of course, should be ingrained in the consumer’s mind and more importantly, should be instantly recognizable the moment the appears in front of them. Logo and font size is a tiny part of that packaging. Of the most recognizable one in the tech industry is Nokia’s thick Impact-like blue font, which over the years has become an icon of sorts. However, Nokia feels the typeface is getting a bit old and should be retired, and so have announced a new, modern typeface which it plans to roll out with its updated line of smartphones (assumingly with of the Windows Phone 7 variety).

The font is called Nokia Pure, and bares a striking resemblance to the font Segoe UI which Microsoft has been using on Windows Phone 7.

“Nokia Pure also needed to feel open, inviting and friendly, reflecting Nokia’s heritage in approachable, human design. So we were after organic, flowing forms – nothing stressed, mechanical or too obviously ‘on trend’. There were other considerations too, notably that the design should translate across many different alphabets – everything from Greek and Cyrillic, to Arabic and Japanese. And because creating a new typeface is such a huge investment in time, skill and money, we had to have one capable of doing its job for at least a decade.’

The Nokia blog has also posted a comparison between Nokia Sans, the company’s old font, and Nokia Pure.

The new font looks pretty good, albeit too Microsoft-friendly. Was it wise to tinker around with the built-up of decades old branding? Well, we shall see soon.


Mufaddal Fakhruddin is the Editor for IGN ME and thinks writing in third person about himself in an about me section is weird.

  • Guest

    why the anti-microsoft slant?? “The new font looks pretty good, albeit too Microsoft-friendly”

  • Niceguy

    wtf??? It doesn’t bare a striking resemblance to Segoe UI… perhaps you ran out of things to report on?

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