The Observer gets a fresh look this Sunday with a new masthead as it
gears up for an ad campaign in early autumn.
The ad campaign, through St Luke’s, will be the first work to appear
since Will Hutton took over from Andrew Jaspan as the editor of the
Guardian Media Group-owned title in March with a commitment to up the
paper’s adspend (Campaign, 12 April).
The masthead is set to change in both colour and style. Out goes the
magazine-style, two-colour grey and rust and in comes a more serious-
looking solid black. The lower case ‘t’ becomes a more conventional
upper case, to reflect the authoritative image that Hutton is seeking to
The Preview arts and listings supplement will be published for the last
time on 14 July. Stephen Palmer, the Guardian’s marketing director,
said: ‘From this Sunday, the reader will feel a harder, sharper product,
which is back to breaking exclusive news stories.’