Nokia has introduced a brand new typeface for mobile and digital environments
Nokia has introduced a brand new typeface for mobile and digital environments, describing it as the embodiment of "beauty in supreme usability".
Based on the idea of seamless, fluid motion, the Nokia Pure typeface is easy to read on a small screen.
The mobile phone manufacturer has developed the typeface in partnership with typographic designer Bruno Maag. It is offered in three forms - light, regular and bold.
The company said: "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.
"Logically enough, the starting point for our brand new typeface, Nokia Pure, was also on-screen legibility at small sizes - although now we're talking about the pin-sharp colour screens of contemporary smartphones.
"At the same time, we also needed a recognisable corporate typeface, versatile enough to work well in all manner of different environments - from other screen-based formats, to a whole host of printed materials."
Copyright Press Association 2011