Nokia changes its font

Nokia has been in the cell phone business for a long time. It is a very easily recognized brand, and that was one of the reasons Microsoft was so intent on working with them to grow their new mobile OS. One of the more recognizable aspects of the brands is its font choice. It’s a love it or hate it kind of situation, but it’s very much Nokia.

In an effort to further embrace their new big Redmondian brother, CEO Stephen Elop has decided to change the iconic font. The new typeface, called Nokia Pure, is a much more modern and streamlined font that bears a striking and unsurprising resemblance to another familiar font that Microsoft leverages for everything from marketing materials to OS fonts.

Microsoft and Nokia became partners in a win-win situation, whereby Nokia would save itself by migrating its smartphone platforms to Windows Phone 7, and Microsoft would gain an important hardware partner and user base. Elop described his company’s situation as “standing on a burning platform,” and re-imagining such an important aspect of Nokia’s brand image is a sure sign that its willing to jump head first off that platform and into the arms of Microsoft. According to the official release,

…the new font also helps us create a sense of harmony. Harmony between the various different parts of a large, global company.

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23 Comments

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It's like Segoe UI meets nokia sans. Cuz I definitely see nokia sans there. And as much as I find the older font iconic, it has to go IMO

GOOD MOVE! It's unfortunately too little of a difference, but the Nokia font across Symbian was kinda very old in the tooth and made it look even more antiquated.

Btw, the new font is much narrower than Segoe so it doesn't feel like Microsoft's at all even when only the g, J and numbers are the main differences.

I think this is a good move. Also, I wish they would have changed the font on Symbian. the current font is a very big factor in making it appear ancient.

Ambroos said,
Looks a lot like Zegoe (the Zune/WP7 font), don't know if this is a smart move. Nokia's font was indeed very iconic and recognizable.

well they arent much different, people will still recognize the name without a problem