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Previous Nokia Sans font was designed by Erik Spiekermann and the main function of the font was - the intelligibility of low-resolution screen - what now lost its relevance.Required to update the typography in accordance with the possibilities of screen technology, and this is, according to the company was competitive behind.

For Nokia phones, a new fonts in the tradition of Helvetica, Univers, or Frutiger. Before Dalton Maag fonts and logos for leading brands (London) was tasked to develop not only Latin, but all fonts major languages ​​- Arabic, Hebrew, including Cyrillic. This is the first phase of implementation. Then follow the font development of the Chinese language. The new font family Nokia Pure had to reflect the traditions of Finnish design: simplicity, clarity, functionality and beauty of form - in short, clear. This type of font is suitable for use in digital media, pre-emptive pocket - mobile and web - which will also be versatile enough to be the cornerstone for all posts Nokia around the world.

Will it revive the brand Nokia? Or the company plunged into the North Sea? The first step has been taken and this step in the right direction. And Nokia is confident ahead.