Nokia had debuted its new san-serif typeface 'Nokia Pure', officially resigning the recognizable Nokia Sans, which was synonymous with its brand identity. Below is a comparison between the new and old.




Designed by acclaimed Swiss typographer Bruno Maag, the objective of the new typeface was to "celebrate the purity of form", with references to "the natural calligraphic form of handwriting... which brings a more recognisable shape to characters... especially useful on screen."

Available in Light, Regular, and Bold weights, the function of the new typeface also extends to provide versatility during translations across different alphabets, which is especially important for a global brand like Nokia. According to CNET, the typeface provides "on-screen legibility" and presents well "to a whole host of printed materials."



Nokia Pure will be used on all its mobile and digital devices, according to the official Nokia website.

A short film titled 'Pure Reversal' has also being created by Build to celebrate the launch of the typeface.



[Source: Nokia]


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