nokia pure typeface
nokia pure typeface
mar 29, 2011

nokia pure typeface

in ‘pure reversal’ nokia documents the creation of woodblock version of its new ‘pure’ typeface, designed by bruno maag

nokia has just unveiled its new typeface, ‘nokia pure‘, designed for the company by swiss-born, london-based typography designer bruno maag of dalton maag. the font will come in three weights: light, regular, and bold.

citing the varied but expansive demands of smartphone usage as a design consideration, alongside the potentials opened by the clarity and sharpness of contemporary smartphone screens, nokia has worked with maag to develop a sans serif typeface that references the varying stroke weights and more rounded flow of handwriting, creating a more open effect than the classic ‘nokia sans’.

nokia pure typeface the three weights of the new typeface

nokia pure typeface ‘nokia pure’ compared with ‘nokia sans’ and ‘helvetica’

‘for me,’ explains bruno maag, ‘ it’s the rhythm of the typeface and the relationship between characters that’s critical. after all, you still need to know that it’s nokia, and this is achieved by creating a recognizable rhythm.’ for nokia, this rhythm is one they define as ‘seamless, fluid motion’, creating a sense of harmony. the letters are designed to ‘flow into each other’ in a gentle, forward movement.

nokia pure typeface sample screen tests between ‘nokia sans’ and ‘nokia pure’

in an interesting return to analogue, nokia celebrates the release of the font with the commissioning of a woodblock version of the typeface. documented in the mini-film ‘pure reversal’, produced by build, the blocks were created and used for a limited-edition print run by matt mckenzie of the london-based paekakariki press.

designed specifically for digital and mobile devices, the ‘pure’ typeface is expected on nokia devices and in advertisements beginning this year.

the mini-film ‘pure reversal’ depicts the creation of a woodblock font of ‘nokia pure’

  • Uh forget the typeface, I just want the cnc-esque machine for cutting type high images from a vector file.

  • Ryan, you do know this is not the Nokia website, right?! Pray don’t shoot the messengers!!

    You are absolutely right, however. The graphic I still find useful for visualizing the stroke weights and counters; but insofar as Nokia throws “motion” in there, right onto the image itself, and is highlighting the “rhythm between the characters”, then the selective kerning is not only misleading but a bit distracting.

    Interesting though, eh?, the changes in design considerations that have come along with these changes in medium of increasing technology…

  • Of course it would look “seamless” with such tight kerning, try it with the same kerning as the other 2 examples and your letters would also look independent. It’s not a bad typeface and it looks good in the screen tests, but when you make comparisons at least have a more realistic example of how the typeface would actually be used (with regards the kerning). If you had put that c next to, let’s say, an h you would have a ligature and that would apply to to all the letters, it would be totally illegible.

    Sorry about the rant, all in all it’s a good typeface and a huge improvement on the old.

  • So interesting to watch the process!


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