Nokia : Pure Reversal

Nokia unveils its new typeface.

Published On
Mar 30, 2011

Editor's Pick

Nokia recently introduced Pure, its new typeface. Developed with Swiss designer Bruno Maag of Dalton Maag, Pure aims to "reinvent and revitalise" the brand, as well as address various media platforms on which Nokia messaging will appear. "Logically enough, the starting point for our brand new typeface, Nokia Pure, was also on-screen legibility at small sizes," according to Nokia's online brandbook. "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." The minimalist typeface also acknowledges Nokia's Finnish design roots and aspires to "beauty born from function, rather than flourish."

As part of the new typeface launch, Nokia commissioned Build to produce an online film documenting the work of Matt McKenzie of Paekakariki Press, who was recruited by the firm to create a woodblock version of the Pure typeface.

Nokia also teamed with agency Design Studio, who commissioned a host of leading designers to create posters inspired by Pure for a launch event. Those enlisted included Hello Von, Bond, Cartlidge Leven, North and Build. All the prints can be seen and purchased here, with all proceeds going to the British Dyslexia Association.