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."
Nokia continues reinvention, details new fonts and branding -- Engadget
