White Wolf Magazine is a revived product line of subscription magazines for a tabletop roleplaying game, known as the World of Darkness. White Wolf Publishers began as an Indie gaming magazine in the early 1990’s. When they published an immensely successful new game, it made them seem less credible to the Indie gamers they were targeting, and led to the eventual demise of their magazine. This re-launch primarily targets male and female tabletop role-players, aged 25–40, in the $15,000–50,000 income range, specifically those familiar with the original World of Darkness games, and is part of a revival movement in celebration of the twentieth anniversary of their industry-changing games, and a desire for continued support from, and for, the community which grew around them. The primary colors are black, white, and red to reinforce the “World of Darkness” aesthetic; the use of a heavily-reduced palette allows the publisher to maintain brand equity, and gives the magazine a neutral, but clearly-branded appearance. The typeface Banshee is used in the headlines and masthead for a scrawled, feral appearance reminiscent of the White Wolf logo; Goudy Old Style is used, as the typeface is a design staple common to the individual game brands. The layout is based on a thirteen-column grid for flexibility.