Nokia has unveiled an all-new typeface dubbed ‘Pure’, as it bids to revamp its image ahead of launching the first handset running Microsoft’s Windows Phone 7 operating system.
The typeface marks the beginning of a new era for Espoo, which announced in February that it would soon start making handsets powered by the similarly reinvented OS in a groundbreaking deal that could very well decide the smartphone giant’s fate as a global market leader.
Nokia said in its official blog: “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. So it needs to be considered, rigorous and send out exactly the right message.”
A new font may not exactly bring the punters swarming in droves, but is an important development nonetheless. After all, if you’re going to be stuck with a phone for a year or longer, the least it should have is a font that is easy on the eye.
Only time will tell if the phones themselves will also have the same appeal when they hit store shelves.