Mark Bridge writes:
Last week Nokia announced a new typeface called Nokia Pure. (Technically it’s not announced a new font; a font is a single size of typeface, although the words often get interchanged).
Nokia Pure is designed with letters that appears to flow into each other. It’s described on the Nokia Conversations blog as “creating the impression of forward movement”… and it marks the beginning of the end for the company’s current font, Nokia Sans.
The new branding will soon start appearing in Nokia’s advertising and on Nokia devices as well.
My question isn’t why Nokia is doing this. Organisations often tweak their branding. My question is more about the public announcement.
I think it’s a risky step. Some will suggest this new typeface is a bad sign (no pun intended), that talking about a slightly different font is the only good news coming out of Espoo at the moment.
Others will be encouraged that Nokia’s new start under the leadership of Stephen Elop is apparently affecting all areas of the business.
So… which one is it? Do we find Nokia rearranging the deckchairs on its burning platform - or is it making sure it doesn’t lose its kingdom for want of a horseshoe nail?