Mail goes for heavyweight title

The Hull Daily Mail and sister title the East Riding Mail have scrapped their red-top mastheads in favour of a more sober new look, writes Dominic Ponsford.

Editor of the 50,000-selling Northcliffe title John Meehan said: “This is the culmination of an evolutionary process. The previous Hull Daily Mail masthead was created in the Eighties and looked a little dated.

We like to think of it as a familiar friend getting a bold new look.”

The branding was designed inhouse and was partially inspired by the look of the paper’s pre-1986 masthead.

Meehan said: “The new look has a classic feel of authority and stature with a reassuring echo of the past.

“In terms of colour, we were very keen to use mainly black and white because they are so clean and flexible. We also liked cyan as an accent colour, because it gives the branding a fresh, modern feel.”

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