The changing display technology of contemporary smartphones inspires the technology brand to modify its iconic typeface.

Nokia Sans has been the instantly recognizable font of Nokia for decades; their decision to switch to Nokia Pure, a font with “seamless motion” as opposed to condensed forms,”is a subtle change, but still very important change for the brand.

“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… The starting point for our brand new typeface, Nokia Pure, was also on-screen legibility at small sizes – although now we’re talking about the pin-sharp colour screens of contemporary smartphones. At the same time, we also needed a recognisable corporate typeface, versatile enough to work well in all manner of different environments – from other screen-based formats, to a whole host of printed materials.”

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