The Indian Express unveils new brand identity

The rebranding will focus on 3 main areas: Look and Feel, Navigation, and Context

e4m by exchange4media Staff
Updated: Nov 20, 2018 8:53 AM

The Indian Express has announced its rebranding by unveiling a new masthead logo, as well as new and enhanced features.

According to a post addressed to readers on their website, the media group stated, “From a masthead logo that had three elements -- the pen, flame and the brand name -- we have now refined it to have one primary purpose in the masthead and a strong secondary element to communicate authority that stems from legacy.”

The company also said that it aims to expand its reach through print, web and app, by “By furthering our powerful, original journalism and making it come alive through images, audio and video across diversifying coverage” thus, enhancing the user experience.

According to the website post, the rebranding will focus on three main areas: Look and Feel, Navigation and Context.

A new look, including, new typography, which aims to clearly communicate the brand's “core values of fairness, independence and transparency” has also been introduced.

Enhanced navigation will feature clearly defined showcases for breaking news stories, photography, long-form, video, and opinion. The website will also feature widgets to help users discover more.

Widgets have also been added to the Home, Section and Rediscovery categories on mobile and the app, according to the time of day, the week and context.

The number of ads has also been reduced with an aim to make advertising more impactful and clutter-free for users.

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