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Whatever happened to Nokia’s Pure UI?

A promising design project that wasn’t meant to be

Abhijit Nayak
Bootcamp
5 min readSep 18, 2023
Image credits: Nokia

The design team at Nokia unveiled a new UI design system in March 2023, likely designed for Nokia’s B2B / enterprise software interfaces across multiple devices and screen sizes.

Focusing on a clean, minimalistic and clutter-free look, the system was rightfully named ‘Pure’. The system obviously took inspiration from the new Nokia logo launched a month earlier in February 2023 (Nokia’s first logo change in over 60 years!). The Pure design system even won the IF design award.

Image credits: Nokia
Image credits: Nokia

The Vision?

As per Nokia, the Pure design system focussed on creating a simple, flexible and future-proof design language. Of course, just like Material, we expected to see newer iterations as the system evolved, with the overarching vision and direction remaining consistent.

It’s a shame the Pure UI was never intended for Nokia-branded mobile devices. But it was planned to be rolled…

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Abhijit Nayak
Abhijit Nayak

Written by Abhijit Nayak

I am a designer, story-teller, photographer and adventure enthusiast. Follow me for design-related content. abhijitnayak.framer.website

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