To coincide with its 100th birthday, The Express has adopted a new,
more contemporary look and reverted back to its original name - The
On Saturday, the newspaper sported the new masthead and a cleaner design
with standardised fonts.
To celebrate its centenary, the first ever edition of the newspaper was
reprinted and inserted into Saturday’s newspaper.
Continuing the celebrations, the 2 May edition carried a souvenir
32-page supplement tracing the newspaper’s 100-year history. The
supplement included sections covering Lord Beaverbrook and legendary
ex-editor Arthur Christiansen, who occupied the editor’s chair between
1933-57. The supplement does not contain any advertising.
The new look will be supported with a TV campaign running on ITV,
Channel 4 and Channel 5, which broke on 28 April.
Editor Rosie Boycott commented on the revamp: ’We decided to revert back
to The Daily Express because that is how everybody refers to it.’ She
added: ’The design changes will give the paper a fresher and more
Separately, Express Newspapers has appointed field marketing agency FMCG
to manage a marketing campaign aimed at building relationships with
retailers and driving sales. More than 60 FMCG consultants will carry
out 45,000 visits to retailers between now and the end of the year.