Nokia continues reinvention, details new fonts and branding

Nokia's current typeface -- Nokia Sans -- feels like one of the great constants in the consumer electronics industry, a design that instantly screams "Nokia" the moment you see it (for better or worse). That kind of strong, tight brand recognition from something as basic and simple as a character on a screen really isn't something that you can buy -- it needs to be built and cultivated over many, many years -- so we're sure that Espoo's decision to chuck it and start fresh wasn't taken lightly. In fact, we're sure it wasn't taken lightly because the company has published an 800-plus word explanation and defense of its decision to kill off Nokia Sans and replace it with Nokia Pure, a font it describes as the embodiment of "beauty in supreme usability."

Of course, it's no coincidence that the font change comes just as Nokia's trying to go back to the drawing board, both with its hiring of outsider Stephen Elop and its decision to phase out Symbian and add Windows Phone into the mix; sure enough, the company says that it plans to use Pure on its devices and that "it has been designed specially for mobile and digital environments." What do you think?

[Thanks, Esko]