Guardian reveals monochrome brand design ahead of switch to tabloid

The Guardian is set to ditch its blue and white masthead for a black and white, two-tiered design when it relaunches in tabloid format on Monday (15 January).

The publication’s editor-in-chief, Katharine Viner, posted a brand video spotlighting the new look on Twitter today (12 January). Actress Maxine Peake voices the spots script, asking: “What does the future look like if we view uncertainty as opportunity, and make space for the things that matter?”

She goes on to explain how the newspaper will fill this space with the likes of “new voices”, “interpretation”, “the unknown” and “whistleblowers”. As she speaks a white box floats in front of political visuals such as the LGBTQ+ rainbow flag, a plastic bag floating in the ocean, a homeless person and Donald Trump at a podium in front of the US flag.

The new Guardian logo appears in the box as Peake concludes: “This is the Guardian. Space for big ideas.”

The current blue and white masthead has been in use since 2005.

The paper confirmed it would be moving from using the Berliner format to tabloid in June 2017. David Pemsel, chief executive of the Guardian Media Group, said at the decision was made as part of the company’s “three-year transformation plan”.

“The new design is the result of months of thought, creativity and vision by a team of talented designers and senior editors, and I hope you love it as much as I do,” said Viner in a message to Guardian and Observer subscribers. “We are thrilled by the new papers. They are visual and serious; explanatory and keepable; full of life and stories and ideas.

“As editor-in-chief of the Guardian and the Observer, my job is to ensure that our independent journalism continues to be enjoyed by as many readers as possible and that our print newspapers make a positive financial contribution to securing a sustainable future. Moving to the tabloid format strengthens our ability to do both, and reinforces our ongoing commitment to print.”

Ben Bird, director and media sector specialist at supply chain firm, Vendigital, further explored the reasoning behind the Guardian’s move to tabloid last year.

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