Nokia was once the dominant force in the mobile market but off late it has witnessed a decline in the market share. This is because of the stiff competition from smartphones that Nokia has been currently receiving. To face the competition head-on and surge ahead, Nokia is coming up with new phones with features that are better suited for today’s market. One step in the forward direction is the launch of Nokia Pure, a font that works in all languages.
With cutting edge technology, aesthetic design should also follow; this seems to be the motto of Nokia’s rebranding. The mobile giant wanted to redo its visual communication after introducing some radically cool new phones with the Windows mobile OS. The typeface being the cornerstone of visual communication needed a makeover too, not only in its look, but also in its functionality. The typeface needed to cut across borders and be versatile enough to accommodate a majority of the languages spoken worldwide. The font also needed to exhibit characteristics of Finnish design: simplicity, clarity, functionality and beauty.
Nokia Pure aims to be this and much more. It is a digital media typeface that can support languages that are derived from Latin, Greek, Arabic, Devanagri and Thai script. The font is also legible on the small screen of mobile phones. The Nokia Pure is a font that is universally usable, friendly and inviting, and in many ways showcases Nokia’s attitude and brand character. The letters of the font flow into each other to reflect the harmony and connectivity of a Nokia reborn.