"Remember the reader doesn't want to be coshed by doom and disaster stories as they struggle home on Tubes, trains and buses. However, they do want to rely on the Standard for serious news and analysis," said deputy editor Andrew Bordiss in a memo to staff.

There will be more business content and increased interaction between the print edition and the Standard’s new online edition.

This new approach may come in response to the cheerier tone of the London Paper and London Lite, which have brought serious competition to the Standard since their launch a year ago.

The Standard’s stories and pictures will be a "notch more upmarket," and headlines will be more subtle. "Subtle word play in headlines, which should still tell you the story, rather than crushing puns," says Bordiss in the memo.

The design changes will also be subtle, and “not discernible to the average reader, but will include a new typeface,” reported the Guardian.

The Standard spent £8 million for its revamp, of which £3 million will be invested on a broadcast media campaign. Much of the investment was allocated to non-editorial ventures, such as rebranding street furniture used by street vendors, creating new uniforms for the vendors, or developing the Standard’s new cashless paycard.

Source: Brand Republic – Media Guardian