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Erik Spiekermann isn't very happy about the new typeface. He did the original, and says this one is bland [1]. Though it is, the old face was shockingly dated and needed replacing [2].

Nokia Pure is a nice readable typeface, very appropriate for use on mobile devices, elegant in it's own way - but too bland. They should've saved some money and just said "Frutiger".

At least they aren't setting their logo in it.

[1] https://twitter.com/espiekermann/status/51173410415452160

[2] http://twitpic.com/4edrh7



the old face was shockingly dated and needed replacing

How was the older typeface dated, other than being from 2002?


It (the original) has a very Santa Clara circa 1998 Rotis corporate thing going for it.


The heaviest weight reminds me of Chicago.


I also found it slightly austere in the bouquet, yet volatile in texture, almost reminiscent of a late harvest.




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