The design and editorial teams at the Minneapolis StarTribune first met in 2002 to address their changing readership and set a new course. Poynter Old Style Text and Kent Lew’s Whitman Display were soon brought on board.

Deputy Managing Editor of Visuals, Monica Moses, saw the upscale potential of this designed-for-text typeface in headlines and commissioned as such. It has a Minnesotan “value for intelligence but not self importance” she felt.

Choosing Christian Schwartz’s slab serif Popular was in contrast to the trend of pairing serif and sans serif in a usual display structure. Often set in lowercase, it has immediate appeal for everyone.

The design and editorial teams at the Minneapolis StarTribune first met in 2002 to address their changing readership and set a new course. Poynter Old Style Text and Kent Lew’s Whitman Display were soon brought on board.

Deputy Managing Editor of Visuals, Monica Moses, saw the upscale potential of this designed-for-text typeface in headlines and commissioned as such. It has a Minnesotan “value for intelligence but not self importance” she felt.

Choosing Christian Schwartz’s slab serif Popular was in contrast to the trend of pairing serif and sans serif in a usual display structure. Often set in lowercase, it has immediate appeal for everyone.

Known for considering the entire field of business as its purview, content-rich Fortune magazine ventured into its first redesign in ten years with bolder photos, more white space, color-coded sections and all new typography.

Kent Lew’s award-winning Whitman is the serif type family with a range of expanded styles drawn for text, display, and titling. Design Director Bob Perino said of Whitman, “The more I see it, the more I love it. It is strong and elegant. I couldn’t have asked for a better font.”

Also used in the redesign are Christian Schwartz’s Popular, a new slab serif, giving the right complimentary heft, and from Cyrus Highsmith and Tobias Frere-Jones, the clean and beautiful Benton Sans, invested well as both large display and body copy.

Analogous to the print edition, Expressnightout.com — a section of the Washington Post Express — uses Christian Schwarz’s Popular for headlines and Apres RE for body text as webfonts from Webtype on the website and for their mobile apps.