Didones are usually associated with fashion magazines, so it is somewhat surprising to see Ambroise replace the rugged, mechanical type we’re used to seeing in Wired. Claudia de Almeida, who is responsible for the redesign, agrees that the choice is unexpected. I am all for the unexpected, and don’t want to fuel stereotypes, but when I look at these pages I can’t help but think they belong in the lifestyle, fashion, and women’s sections of the newsstand. I wonder: Is Wired trying to broaden its readership? Does this represent an even more fundamental shift in the brand? Or is this simply a standard magazine refresh?
On the other hand, some treatments have a news mag vibe. And the combination of Ambroise with the machined squareness of Tungsten and FF Oxide do keep things from getting too frilly for the subject matter. Perhaps the unexpected is exactly the right choice after all.