Nokia has begun its re-branding with a brand new font called Nokia Pure. Designed by London-based typographic designer Bruno Maag, the new branding and font will appear on Nokia devices and advertisements this year.
The company is getting rid of its old Nokia Sans font in favor of Nokia Pure. Nokia announced all this in a blog post, saying "For a brand like Nokia, looking to reinvent and revitalize, the typeface literally sets the tone," Nokia said, calling the new typeface and brand image "simpler, fresher and stronger than before."
The font is intended to indicate flow and movement, Nokia said, themes that will appear frequently in the company's rebranding effort.