Nokia continues reinvention, details new font and branding

Nokia’s current typeface — Nokia Sans — sounds like among the great constants inside the consumer electronics industry, a design that instantly screams “Nokia” the instant you notice it (for better or worse). That sort of sturdy, tight brand recognition from something as basic and easy as a personality on a screen really isn’t something avaiable for purchase — it must be built and cultivated over many, a few years — so we’re sure that Espoo’s decision to chuck it and begin fresh wasn’t taken lightly. In point of fact, we’re sure it wasn’t taken lightly since the company has published an 800-plus word explanation and defense of its decision to kill off Nokia Sans and replace it with Nokia Pure, a font it describes because the embodiment of “beauty in surpreme usability.”

Without a doubt , it’s no coincidence that the font change comes just as Nokia’s attempting to return to the drafting board, both with its hiring of outsider Stephen Elop and its decision to phase out Symbian and add Windows Phone into the combo; sure enough, the corporate says that it plans to exploit Pure on its devices and that “it’s been designed specially for mobile and digital environments.” What do you observed?

[Thanks, Esko]

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This post is tagged: brand recognition, consumer electronics industry, digital environments, drawing board, Stephen Elop, Windows phone