Surrey Advertiser Rebrand
Client: Trinity Mirror Southern
This was a rebrand and broadsheet to tabloid migration of the Surrey Advertiser newspaper series. Established for over 150 years it is the dominant newsbrand in its county and one of Trinity Mirror Southern’s flagship titles. One of the main challenges was to create a clean, modern aesthetic without alienating what was deemed to be a largely traditionalist readership.
The final masthead employs a heavy slab-serif typeface, central to which is an embellished capital ‘A’ character. This pays homage to the blackletter typefaces historically associated with the product, but also serves as a stand-alone icon, which is useful for general marketing and brand recognition. I also devised a more restrained colour palette to replace the mint-green and other bright hues which formerly dominated the pages. The result feels more sophisticated, less cluttered and allows photography and illustration to have greater impact