Nokia announced last week that it will be changing its typeface. This is a big move for a brand with such strong brand recognition, as such changes often send out a ripple effect through the blogosphere. Launching a new typeface not only has brand visual identity implications, but image and PR repercussions as well. By looking at the launch of the new typeface as a case in point, the interconnectivity of brand strategy and design becomes apparent.

As stated on the company brand blog “For a brand like Nokia, looking to reinvent and revitalize, 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.”
The starting point for the new typeface, named Nokia Pure, was on-screen legibility at small sizes. However, the brand also needed a recognizable corporate typeface for use in various formats from on-screen to printed materials. Nokia wanted the new typeface to remain relevant for at least a decade.
From a design perspective, the typeface was to be beautiful yet minimalist, harmonious and simple. Based on the concept of seamless and fluid motion, the Nokia Pure typeface features rounded letters without serifs that "flow into each other" to create an impression of forward movement. The new font will come in three weights: light, regular, and bold. As the designer, Bruno Maag, explains, “Nokia Pure is contemporary without being fashionable, which should give it longevity… A coherent typeface is an essential part of a coherent branding strategy.” As you can see, the attributes desired in the typeface are not arbitrary but all stem from the brand identity itself. Characteristics such as humanism and accessibility, being modern, recognizable, inviting, friendly, and organic, were called on. The typeface was not to appear flashy, abrasive, or mechanical.
Business considerations also came into play- since Nokia brand operates internationally, the typeface design needed to translate into alphabets ranging from Greek to Arabic and Japanese. Furthermore, the new identity is intended to create a sense of harmony between the different parts of the large, global company, as well as the different elements of the brand and its design.
Besides some pretty letters, what does Nokia’s new typeface tell us? Design is strategy, and brand strategy is business strategy.
Nokia has been struggling as of late in the smartphone market, and it will likely take more than a rejuvenated typeface to get them back on top. But the new identity is a starting point, and signals an underlying willingness in the company to undergo not only a rebranding but a holistic brand revival. It remains to be seen whether Nokia will be able to leverage its remaining brand equity to take back its place as one of the most valuable brands in the world today.