NOKIA PURE: the new typeface

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Nokia has just recently decided that it was high time their image needed to evolve with the very fashionable times. So from a Nokia Sans typeface, Nokia has moved to a more aesthetically-redefining Nokia Pure, a font described to have “seamless motion” to set the tone of Nokia’s overall new look, feel, and branding.

“For a brand like Nokia, looking to reinvent and revitalise, the typeface literally sets the tone. In many ways, it’s the touchstone for every other visual element in the branding palette. So it needs to be considered, rigorous and send out exactly the right message.”

Swiss-born typographic designer Bruno Maag collaborated with Nokia to come up with the new font for a more beautifully minimal and simple design.

 

Source: Brandbook