The rebranding effort by Nokia has begun with a new font. Earlier, the company was using the font Nokia Sans which has now been replaced with Nokia Pure, said the company in a blog post.
“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,” Nokia said in the blog.
The new font will be displayed through advertisements and Nokia devices this year itself.
The new typeface was designed by Bruno Maag, a typographic designer based in London. The Nokia Pure font has specially been designed for cellphones and other digital display devices.
Nokia perhaps is trying to create a trendy outlook of itself with the changing world. The old Nokia font was very simple, and the only problem with it was that it quickly became outdated.
The ideas for the font were drawn by the Nokia team along with Bruno Maag, and what came out is a simple but different typeface.
The style of the font has been kept such that even when the Nokia name is written in Arabic, the users should be able to recognise the company from the font style itself.