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Mirror unveils new look in first new branding since 2013

Today, the Mirror launched a new masthead and design across all platforms, including its site, apps, social channels and print edition.

Mirror unveils new look in first new branding since 2013
The new look Mirror website.

The website and apps have undergone a full design and UX overhaul, with a new framework and cleaner look, giving key stories and images more prominence and bringing brand relevant content to the fore, say the publishers.

Changes to the masthead include a darker red shade and a return to a rounded rather than square dot over the “i”, for the first time since departing from its serif font roots in 1965.

Our new design reflects a warmer, more nuanced view of the world.

Alison Phillips

The work was implemented by Reach’s in-house design, UX and product teams, following in-depth brand strategy work spearheaded by Reach Director of Market Insight and Brand Strategy Andrew Tenzer.

Editor-in-Chief Alison Phillips commented: “The Mirror has been through many changes in its 118-year history, but has always returned to its commitment to providing accessible, entertaining news for the mainstream public with compassion.

Mirror branding since 1903.

“Our new design reflects a warmer, more nuanced view of the world, while putting our readers right in the story.

“At a time when it’s clear just how much people need trusted journalism, I’m excited and hopeful to be launching this next phase for the Mirror.”

Tenzer added: “The news landscape has changed significantly over recent years and the value of a clear brand identity has never been so important. We now have a consistent identity across all channels and platforms, rooted in our positioning as a newsbrand that’s at the heart of Britain.”

The changes come after the Mirror launched its “Mirror More Hopeful” commitment last month, pledging to provide more hopeful, nuanced and solution-based news reporting.

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