Spoke length is not a property of the wheel size. A 29er and a 700c road wheel share a rim diameter and still take different spokes, because the hub underneath is a different shape. Four measurements decide it.
ERD — effective rim diameter
The diameter of the circle where the ends of the spokes finish once the nipples are seated. Not the bead seat diameter (622 mm for 700c), not the outside of the rim. Most 700c rims land between 592 and 610 mm. Get it from the rim maker, or measure it with the two-spoke helper above — a 2 mm error in ERD is 1 mm on every spoke.
Flange diameter
The diameter of the ring of spoke holes, centre of one hole to centre of the hole opposite. Sometimes called the PCD. Measuring the outside edge of the flange instead is the most common mistake there is, and it makes every spoke several millimetres too short. With calipers: measure across the outside of two opposite holes, then the inside, and average.
Centre to flange
How far each flange sits from the middle of the hub along the axle. Close to equal on a front hub; on a rear the drive side is pulled well in to clear the cassette, often to half the left figure. That is dish, and it is why a rear wheel needs two spoke lengths. If your spec sheet gives lock nut to flange instead, tick the box in the advanced panel.
Cross pattern
How many spokes each spoke crosses on the way out. 3-cross for 32 and 36 hole wheels, 2-cross for 24 and 28, radial only on a front wheel with no disc and no motor — a radial spoke transmits no torque at all.