February 10, 2010
Wired v Wired
Shared content between different international editions is nothing new, although in this age of global publishers and international brands it’s become more prevalent. Rarely, though, do you see the same story featured as the cover feature on two editions at the same time. The current US and UK editions of Wired not only share the same cover feature but have developed a similar but subtley different visual concept to sell it.
Both feature a male arm manipulating a spanner. But the UK design (right) references the heroic imagery of the Russian constructivists, the hand tensed as a fist and pointing upward against a poster-like flat red background. The spanner interacts with the magazine logo well. There are even yellow stars floating about. In Europe this is a classic image of the industrial revolution. Yet the arm is clean, the fingernails tidy – this is no manual worker. Is he an IT worker? The link with today is an LED screen reading 2010 at the top of the spanner.
The US version takes a very American approach, here the arm is grubby (coal dust? oil?) and you can see a bit of the man’s sleeve. He’s a blue-collar worker, actively engaged in industrial work. The spanner is positioned as a lever, the nod to today provided by the nut being turned features a red ‘on’ button. The lever image is reminiscent of train driving, the classic US image of the industrial revolution. The background is a sheet of plywood, in deference to the make-it-at-home theme of the feature.
Of course, I’m reading far too much into the two covers, far more than your average reader will ever consider, but it’s these details that can make or break concept covers. It’s rare to have the opportunity to have two creative teams develop their covers for print at the same time, and worth considering the differences. For me the ever-improving UK edition wins the face-off.
The feature inside the two editions uses an identical design, the only changes being that the UK edition uses a fifth colour (metallic silver) while the US one makes do with a tint of black. Plus, of course, the US version asks readers to turn to page 105 to finish the piece, while in the UK the entire feature is self contained.
13 Comments
Comment on February 10, 2010 by Dave says:
It’s not a spanner in the UK version – they are vernier calipers.
Comment on February 10, 2010 by richard says:
you know i looked at this in Smiths this morning and just thought WHY are they still stocking the US edition next to the UK one, what is the point? they eat into each others market and is just plain confusing for anyone interested in buying.
i share your opinion that the UK is better than the US one, they tend towards having about 25 less things going on any given page which for me is a good thing.
incidentally im looking forward to the new austerity in US magazine design (IT HAS TO COME SOON!), things cant go on as they are. people will die from too many elements on a page.
Comment on February 10, 2010 by Jonny Clark says:
It’s a difficult call for me, the UK edition somehow lacks the warmth and tactility of the American version, yet does have a stronger (if not colder and more stand-offish) impact. However, I don’t think the two can be compared as the two titles by design and by environment are perceived differently by their respective audiences. (as an aside, I wonder how the UK edition is received in the US… if it has circulation there?)
I feel that although the UK edition will always be perceived as the little brother of the original, and both being slightly less creative than the estranged cousin of Wired Italia, the UK edition is now stepping up to the mark and forging it’s own identity suited to it’s environment, with a much smaller team and creative budget!
Comment on February 10, 2010 by Joe Clark says:
The British cover has two details going for it: Clasping the E and laying out the barcode along the guy’s forearm.
These are both extremely-well-designed magazines. Extremely.
Comment on February 10, 2010 by Matthew Ball says:
US Wired doesn’t make good use of the hotspot. News-stand sales are incredibly important in the US even though the magazine is sold mainly through subscription. In contrast, UK Wired’s “Ideas, technology, culture, business” taster utilises this area of the cover effectively.
What I also like about the UK edition is the strong diagonal and the 3 bold yellow cover lines which make a more dynamic composition.
Comment on February 10, 2010 by LondonLee says:
The ‘hotspot’ on US magazines covers is different that the UK. It’s the very top above the title.
The UK one is bolder and more commercial but that Soviet style is a bit of a design cliche isn’t it, going back to David King with City Limits in the 80s. Or is it time for a revival?
Comment on February 10, 2010 by Ian says:
The UK cover is rather confused by the fact that the ‘spanner’ is quite obviously a vernier caliper.
Perhaps there’s some subtle point to the juxtaposition, but I fear it more likely the designer simply doesn’t know the difference … oops!
Comment on February 10, 2010 by MilesRaymond says:
Have to say, both mags are super to look at, but the UK one is a little drier in tone. US coverlines are smarter, and more engaging. UK is more serious, and I know that is the tone the editor wants, but magazines have to be exciting now, and Wired UK isn’t quite there yet. There isn’t a wasted word in the US mag – as with many US mags – but that comes from having bigger staffs and editors with less to focus on, which therefore makes their output that much more refined and honed
Comment on February 11, 2010 by peterson says:
This is a really interesting example of the difference between two editorial design styles across the Atlantic. Would it a fair assumption that British readers will like the UK version, and vice versa? Of course this is testament to both mags successes. But such an obvious comparison of style is really revealing.
Is there anyone reading this that prefers the version not from their country of origin? I’m in Australia, I think I fall in between the two.
Great post!
Comment on February 11, 2010 by Marc says:
The two versions seem to perfectly encapsulate the difference between US and UK magazines, the US version being more detailed and beautiful while the UK version is more brash and has more immediate impact. The caliper used in the UK version is a measuring device, not sure what it symbolises but perhaps I’m also reading too much into it.
Comment on February 11, 2010 by Aaron Moodie says:
I find that the UK version in general is no where near on par with the US version in terms of design.
Picking up the two, there is a big difference, and I really feel that the US version carries a lot more weight and substance in it’s stock choice and overall appeal.
While the design of the UK one is good, after having read the US one for so long, and LOVING the Anderson/Dadich team, I just find that the UK version comes across as a ‘Shelbyville’ equivalent.
Comment on February 11, 2010 by mat says:
I don’t mind that the US edition doesn’t use the ‘hotspot’ It shows confidence. The Wired brand is the trump card and they do their own thing concentrating on the quality of the image.
Yesterday I wasn’t sure of my preference. The brit one won points being more immediate.
Today I am with the US one.
I’ll forget the immediate impact, the US version just looks like a classier read. A keeper.
Comment on February 18, 2010 by Wired vs Wired - Sidbloggen - en blogg om Pressbyråns tidningar says:
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