Fast Company, being a publication about innovation, sure manages to convey a sense of urgency and wittiness into it’s language. Employing a sense of understated minimalism, they make their headlines very short and to the point. For example, naming articles like “A New Channel,” “Serious Beauty,” “An Artful Addition,” and “Move Over, Kale.” So, most headlines are actually about three words long, with the exception of a few longer features with titles such as “Aibnb Open Up The World.”
They don’t necessarily make use of “word play” often, and rather decide to be more straightforward with not only their headlines, but their deks as well. The language used on the actual stories, however, would fall towards a more conservative side. It’s not necessarily conversational, but rather has a more serious, and “newsy” tone, while managing to not fall on the boring side. It’s clear the the language is meant to come across as intelligent, leveled, and informative.
The language used in the promos in the magazine is very well-selected to fit the voice of Fast Company. Such sentences used in those promos include “Stuck in traffic. Ideas still moving forward.” And, “Go everywhere with Morningstar.” There’s always a sense of subtle urgency conveyed without giving the readers any more stress than they likely have judging by the life most of its readers live. The pull quotes always have ascertain something important, giving no room for the reader to decide whether they’re in the right, or in the wrong.
Overall, the language Fast Company uses guides the reader through the publication in a very straight-forward, confident way. The words used are always assertive, such as ” Pressure is a Privilege,” as shown in the feature below.