Championing a material LED design approach and the key principles of reduction and simplicity, the Nokia color and material design strategy has driven the new design language direction and created an impactful, characterful brand identity that has Nokia once again standing out from the crowd. The approach has enabled innovation through materials, made plastic premium and brought color distinctly back into a historically black and grey market. This consequent approach to product making builds on Nokia’s heritage of color, quality and mastery and has set direction for portfolio and brand. It creates a distinct Nokia character across a family of products.