Express to revamp with original name and modern design

The Express is to relaunch with a new design and a return to its old name as part of its centenary celebrations.

The new-look newspaper will be launched this Saturday when the name will change back to the Daily Express.

Express Newspapers says the redesign will give the newspaper a “cleaner and more modern look”.

The launch will be backed by a national television ad campaign on ITV, Channel 4 and Channel 5 on Friday, created by The Bridge with media through IDK Media.

The first issue of the Daily Express will be reprinted and inserted into every copy of the paper.

A 32-page pull-out marking the centenary will appear in the May 2 edition.

Editor Rosie Boycott says: “For 100 years, The Express has been at the centre of British life.

“The changes we are making, giving it a fresher and more dynamic appearance, will take the paper into its next century.

“We decided to revert to the Daily Express because that’s how the paper is always referred to.”