Nokia has been using the special font called Nokia Sans for a long time, and now the company decided to replace it with a new one, Nokia Pure. It is assumed a lot of money has been spent to develop this new typeface. But what is interesting, Finlandia Vodka helped in the design process. So could we assume this campaign could make a huge buzz around the company that is only in favor of Nokia.
Aapo Bovellan, Studio Nokia’s Director of Brand and Marketing, said, “Nokia Pure is a celebration of our Finnish design heritage. We wanted to give it a natural, flowing form, while creating something that is highly functional and neutral. Nokia Pure has a clarity of purpose and as little design as possible. It’s made to celebrate human creativity.”
I have to say I’m a bit disappointed, as I have always been a big fan of Nokia, and now it looks like the Finnish company couldn’t make Symbian competitive enough. But probably you remember there was a time when Nokia was an absolute leader and Symbian had a great future.
Here is another question–where is Nokia going to use these fonts? We think they wouldn’t be used in Windows Phone-based smartphones, as Microsoft has tight rules referring to the font library. So probably this font will be used in 150 million Symbian smartphones that will be launched over the next two years. But there will be many devices with low resolution screens, so the Nokia Pure won’t be displayed perfectly.
