Nokia MixRadio is a free streaming service accessible to Nokia customers via an app, which can tap into a library of 22 million songs.
Design Studio says, ‘The service is the only mobile first and advert free service that is available in 31 countries, overtaking the market reach of rivals such as Spotify and Pandora.’
Having experimented with both smiley faces and headphone icons, Nokia suggested combining the two and Design Studio crafted a new icon, named Ike.
‘Ike is the emotional representative of Nokia MixRadio,’ says Design Studio, which adds, ‘We designed a new, modern Nokia MixRadio wordmark and the two combine to form the logo.’
Guidelines state that Ike can be rendered in any texture and can be used across various media from stickers to projections.
‘The design lends itself to being easily animated and brings warmth, fun and a human touch to the brand,’ says Design Studio.
The look and feel is led by the Nokia parent brand with ‘intimate, familiar, and authentic,’ says Design Studio; characteristics which it says it has ‘weaved through the master Nokia brand over the past four years.’
Visual language and photography have ‘global relevance’ and ensure international appeal.
A brand book acts as a set of guidelines, explains the design elements and recommends best usage, covering off logo use, photography, tone of voice and brand activation.