By Dominic Ponsford
The Evening Standard unveiled a new look on Monday when it switched to full colour for the first time.
The redesign takes advantage of Associated Newspapers’ £96m presses, which were completed at Harmsworth Quays, East London, last year.
Each section of the paper contains colour-themed flashes at the top of the pages: news and comment are blue, business is pink, review is turquoise and sport is red.
Designer Michael Crozier is behind the new look, which includes new fonts for features, sport and for bylines.
Crozier has previously redesigned The Jewish Chronicle and the Toronto Sun.
Editor Veronica Wadley said: "The paper will be brighter, sharper and more colourful, accentuating the strengths of the paper. It is the voice of London and every day draws on the drama, intrigue, gossip and the glamour of a great city."
Columnist Matthew Norman is to return to the paper with a twice-weekly sports column from 8 May.
Targeted 20p price cuts over the past six months at the Evening Standard have helped turn around year-on-year sales declines that peaked at a 13.6 per cent drop in October — possibly partly fuelled by the giveaway of 80,000 free Lite copies at lunchtime in central London.
In March, a month without any daily price discounts, the Standard’s sales fell 6.39 per cent year-on-year to 324,123.
The 165-year-old title, Britain’s oldest evening newspaper, faces a new challenge later this year when — following a tendering process with Transport for London — a new free afternoon paper is likely to be available at London Underground and railway stations.