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首页 » 设计艺术 话题探讨 » Goodbye Nokia Sans , Hello Nokia Pure

Goodbye Nokia Sans , Hello Nokia Pure

四月 6, 2011

通常一家具有相当市场影响力与经营历史的企业在某个时期考虑更换企业固有形象的时候,多半是他的生意变得不那么乐观的时候,或者需要通过类似的方式遮掩其浮现在面颊处的老年斑。Nokia 公司此次更换掉其沿用10多年的标准文本字体——Nokia Sans带给我们的讯号是明确的:Nokia 计划着在彻底丧失思考能力之前做些什么,即便他是可笑的。

nokia_pure_cover

诺基亚公司为新近发布的这款“Nokia Pure”标准文本字体尽可能的寻找着自我安慰的借口:减少笔画修饰的细节、增大字母宽度有利于适应新型手持设备的锐利画面,以及在更小的显示区域内能够提供清晰的阅读环境等等。此外包含比如为了适应微软公司WP7操控界面的设计需求以及市场对形象的更加简洁明了的视觉追求等类似潜在动机。不仅如此,这款与“Segoe”(该款字体目前被普遍应用于微软WP7操控系统中)、“Myriad”有着太多相似之处的字体除了将会出现在诺基亚未来新产品的显示操控界面上,它还会作为企业标准字体出现在任何一种材质的展示及说明类载体上。

pure_segoepure_segoe_2

好吧,我们不愿但必须看到,“Nokia Pure”将不会成为诺基亚公司替代“Nokia Sans”的另一个经典,他是诺基亚在技艺追求上从鲜明走向平淡的开始。甚至在某一天,诺基亚决定更换掉其标识字体也并非是没有可能的事情。如果你从未为对诺基亚的产品有过任何形式上的好感,或许将来也不必抱过多的希望。

nokia_ms

与众多行业相同的是,字体设计领域里的实践与理论派系之间也总是没完没了的争论着是哪一方在事情的发展中起着最直接有效的作用。这一问题恐怕要永远持续下去,并最终多半仍会停留在问题诞生的基本焦点之上。工艺与艺术的貌合神离导致了“思考”与“生产”的分崩离析,如今,数字技术更是火上浇油般的加剧着这种后果。

pure_allpure_languages    pure_devices
 
ce    nokia_sans

眼前的状况至少已经让我们看到一些事实的发生,如同历史上所有的技术进步一样,无论我们的个体需求和政治或道德标准是怎样的,计算机往往是传统(印刷)工艺失宠的一个借口。因此,从计算机工艺角度重新考虑文字设计就有着其崭新的意义。而多年前Nokia Sans 的诞生便是这个意义结出的一颗果实。可是Nokia好像已经彻底厌倦了原来的自己,塞班系统的落败使其蒙受耻辱的同时,也让他几乎对一切失去了自信,包括这款曾经成功凝聚了艺术和工艺之力的Nokia Sans字体。现在,他已经随着诺基亚公司新的战略部署一同消失在美国人的餐桌上,“生产”也随即成为他在未来唯一的追求。(部分内容引自:What is typography?)

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