The Guardian goes under the knife!

The Guardian changes its wordmark, format and brand colour all at once.

Thirteen years after it went Berliner, the Guardian has gone in for a major makeover. It has downsized to the tabloid format which is more suited to on-the-move reading and newsstand display.

A big redesign like this in print comes as a surprise in the newspaper world that has been buffeted badly by stormy winds. Newspapers like the Independent have closed down the print versions opting for an all-online deal.

The Guardian blue is gone. But more than a genuine print innovation, the Guardian’s efforts seem more like a massive cost cutting exercise (which it had to go for after losses of 45 million in the year ended July 2017.

It remains to be seen if the Guardian can replicate the success of W which launched the i newspaper seven years ago “to bring hundreds of thousands of people who were not being served by any other title back into the market”. W was recently sold to Johnston Press for 25 million.

Source : http://www.thedrum.com/news/2018/01/15/the-guardian-rebrand-will-the-tabloid-relaunch-revitalise-the-newspapers-dwindling