Nokia refreshes official font in rebranding exercise
Tuesday, March 29, 2011 - 10:07:14
Nokia customers and mobile fans who have become familiar with the famous font used for the Finnish manufacturer's logo will be in for a surprise, as it has announced the start of a new era with the arrival of a new font.
Nokia Pure is the font in question, replacing Nokia Sans after many years of service and altering the look of the manufacturer in a manner which its executives hope will also result in a shift in public perceptions.
2011 has already been a landmark year for Nokia, as it announced a partnership with Microsoft that will see Windows Phone 7 arriving to replace the Symbian OS as its flagship smartphone platform.
Nokia used an official blog post to announce its shift to a new font and said that at the heart of its decision to make the change, were the ideals of making something more beautiful and user-friendly than ever before.
The firm recognised that changing the font meant changing many other integral parts of its image, so it is no small move to be lightly dismissed by observers.
The legibility of the new Nokia Pure font is very important, with the firm claiming that it is easy to read even when scaled down to a compact mobile screen. Nokia also believes that the new font will be able to represent it well across a variety of mediums, from mobile phone displays to printed documents.
Nokia has spent years developing the brand which is based around its old logo and font, so it is likely that it will have some more work to do in order to endow its latest changes with the same kind of power. However, ditching echoes of the past might be seen as a good thing, particularly as it wants to present itself as a smartphone maker for the future.
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