Wired alternates between a few typefaces that make up the visual identity of the magazine, occasionally, adding novelty fonts to become a distinct visual element of certain spreads.
The first typeface I’ll discuss is a unique typeface that is found consistently throughout the magazine. The typeface does not have rounded edges. It is rigid and almost feels robotic, as if it were meant to type lines of code, which fits well with the tech focused content of Wired. It is similar, but not identical, to the typeface used in Wired’s nameplate. This typeface is used in numerous places throughout the magazine: cover folio, bylines, section markers, to name a few. It also makes up the entirety of the table of contents, as well as a few of the headlines for alternate story forms in the FOB, welcoming the reader into the tech content of the magazine as soon as they open. It is consistently styled in all caps and bold. Its usage for items like folio and bylines make it a relatively small font. It sometimes is larger when used for alternate story form headlines, but never quite reaches the size of other typefaces used for headlines throughout the rest of the magazine. This font’s distinct style makes it easy to spot on each spread and contributes to the overall futuristic aesthetic of the magazine.
The next typeface is a more standard sans serif. Whereas the previous typeface has serifs on a few of its letters (i.e. “I” and and “J”), this typeface is purely sans serif. This rounder, more traditional sans serif still conveys the idea of a modern magazine, but with less novelty than the prior. The primary use of this font is for headlines while also being used for decs and short blurbs of text that don’t warrant the use of a serif meant for extended reading. In headlines, it is large and bold. Specifically, in the “Mind Grenades” department of the magazine, it is consistently styled with a bold underline. This style is also reflected in the pull quotes from that department. In its other uses, it is usually much smaller and still bolded. This font is successful in contributing to the modern consistency of Wired.
The final typeface, is the serif used for body copy. This typeface is almost exclusively used for body copy because of its easy readability. All the long form stories in Wired use this typeface. Its more traditional style doesn’t detract from the modern feel of Wired, but, instead, emphasizes it by providing contrast against the other typefaces. It helps to add to the sophistication of the magazine. It suggests that while Wired can be a provocative magazine with flashy and eye-catching designs, a lot of the focus is on the journalistic content.
Apart from these three main typefaces, Wired will also mix in unique typefaces to add to the story. These typefaces are mainly used as a strong visual element and, again, provide contrast juxtaposed against the consistent design of the magazine. They catch your eye immediately and make you wonder what is so special about this article to merit the use of such bold typefaces.
