nokia ident i ty manual

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Table of ConTenTs

2 M i s s i o n S t a t e m e n t

3 D e s i g n e r ’ s I n t e n t

4 P r e v i o u s L o g o

5 N e w L o g o

6 A l t e r n a t e V e r s i o n s

7 T h e I c o n

8 C o l o r s

9 A c c e p t a b l e U s e s

1 1 U n a c c e p t a b l e U s e s

1 3 S p a c i n g

1 4 S t a t i o n a r y

1 5 E x a m p l e s o f U s e s

1 6 F o n t U s e

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Mission sTaTeMenT

Everyone has a need to communicate and share. Nokia helps people to fulfill this need and we help people feel close to what matters to them. We focus on providing consumers with very human technology – technology that is intuitive, a joy to use, and beautiful.

We are living in an era where connectivity is becoming truly ubiquitous. The communications industry continues to change and the internet is at the center of this transformation. Today, the internet is Nokia’s quest.

Nokia’s strategy relies on growing, transforming, and building the Nokia business to ensure its future success.

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Designer’s inTenT

The purpose of this redesign is to update Nokia’s image. The current logo is too utilitarian, and doesn’t convey the image that the company is trying to convey.

It was necessary to create a pictograph to go along with the logo, because Nokia is one of the few modern technology companies that doesn’t have one. It’s good for brand recognition to have a pictograph that can be displayed without text, especially since the company works with computer and phone technology, where an easily-recognized icon/button can be very useful. Since it’s a multinational company, a pictograph can easily cross language barriers to maintain brand cohesion.

One of the primary goals was to create a logo that was at least 4 times as wide as it is tall, to make it easier to place on various technology products, as well as being easier to read. A wide logo fits better in the “margins”, such as below a cell phone screen or between two rows of buttons.

The color of the original logo was retained, because blue seems to represent the company’s Finnish origins (Finland’s flag is white with two blue stripes intersecting). The font is modified Futura.

The pictograph is a stylized satellite dish, with a radio wave coming out from it. This is designed to convey the idea that Nokia is a technology & communications company, not just a cell phone company.

Bryan “Bevans” Evans bevansdesign@gmail.com www.bevansdesign.com September 24, 2008

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Previous logo

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new logo

This version is the primary logo, and should be used in most situations.

This version should be used when color isn’t an option.

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alTernaTe versions

These are alternate versions, to be used in situations where the primary logo is not applicable, or when the full logo is unnecessary.

This version may be used when the pictograph element is unnecessary or conflicts with other elements on the page.

This version can be used when a less bold logo is necessary. For example, if the primary logo has been used once, it may be desirable to use this less attention-getting version.

Similar to the above, this less attention-getting version can be used when the pictograph element is still necessary.

This version can be used when a more “vertical” version is useful. It should usually be used on its own, with very few or no other page elements.

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The iCon

The icon form of the logo (the pictograph only, without words) is useful for providing branding where the full logo is unwieldy.

The logo has a variety of uses. For example, it can be used as an icon on a web page or phone interface.

It can also be used in promotional items, such as buttons, magnets, keychains, etc.

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Colors

Only use the following colors. By only using certain colors on the logo, we maintain brand identity and recognizability.

nokia bluePantone 2738 CCMYK: 100%, 87%, 0%, 2%Hex: #1D4595

This is the standard color for use in the logo and else-where. This color should be used whenever possible.

nokia light bluePantone 293 CCMYK: 100%, 57%, 0%, 2%Hex: #0067B1

This color is primarily used in gradients along with the standard Nokia Blue.

various shades of black, white, and gray.

Use black for the logo by default if color isn’t a possibility. Otherwise, use as needed.

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aCCePTable uses

The logo should almost always be used in the following ways. If the regular logo is not applicable, please use one of the alternatives on the Alternate Versions page.

The logo may have a very slight blue gradient applied to it, going from Nokia Light Blue on the top to Nokia Blue on the bottom. The gradient must be linear and straight from top to bottom.

If color is not available, the blue may be changed to black. It should not be printed just in whatever gray the blue logo happens to come out as on a black & white printer.

The logo may be printed in pure Nokia Blue, but the gradient version should be preferred.

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aCCePTable uses (ConTinueD)

A drop shadow may be applied, but the white space must be treated as white, not as if it’s transparent – no drop shadow may be visible within the logo.

3D effects may be applied to the logo, but they must be subtle.

Patterns must be subtle and maintain the edges of the logo. A patterns should usually be either shades of Nokia Blue or grayscale.

If the logo is used on a dark/black background, white may be used.

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unaCCePTable uses

The logo must not be used in any of the following ways, to maintain the consistency and recognizability of the brand.

Do not use patterns that break up the outline of the logo. Patterns should be mininmalist and have little difference between the lightest and darkest colors in the pattern.

Do not use multicolored gradients. Use the brand-default Nokia Blue and Nokia Light Blue provided in the colors section. Gradient use must be subtle, and the gradient must proceed linearly down the logo, not across or diagonally.

Drop shadows may extend from the edges of the logo, but not internally – from the pictograph or the letters. Treat the inside of the logo as if it’s white, not transparent. Internal drop shadows may be used when creating an embossed or 3D effect, but they must be subtle and the offset of the shadow must be very low. See examples in the “Acceptable Uses” section.

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unaCCePTable uses (ConTinueD)

Only use the colors chosen in the Colors section: brand-default blues, and shades of black & white.

Never outline the logo.

Never use radial gradients on the logo.

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sPaCing

The logo should typically be placed no closer to another graphic or text block than the measure of the logo’s own height. For example, if the logo is one inch tall, the logo needs to have a margin of at least 1 inch.

If space is limited, the margin can be shrunk to half of the logo’s height, but no smaller.

Consider one of the alternate versions of the logo if you can’t give the default logo the necessary margin space.

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sTaTionary

6000 Connection Drive • Irving, Texas 75039www.nokia.com • (972) 894-5000

(972) 894-5000

6000 Connection DriveIrving, Texas 75039

alex.grambell@nokia.com

Alex GrambellResearch & Development

6000 Connection DriveIrving, Texas 75039

random Customer1234 Nowhere Rd.Central City, VX 12345

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exaMPles of uses

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fonT use

All type used in Nokia promotional materials should use the font Futura Book Regular. For headlines, Futura Heavy should be used.

futura regular:

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyzfutura heavy:

abCDefghiJKlMnoPQrsTuvwxyZ abcdefghijklmnopqrstuvwxyz