'Cleaner, fresher feel' for The Shetland Times

By Sarah Lagan

The Shetland Times has had a redesign by the editor of Shetland
Life, Andrew Morrison. He was brought on board from Shetland Litho, a
division of Shetland Times, to revamp the paper.

After much debate, the 100-year-old masthead has remained the same
apart from changing colour from blue to black to maintain the paper’s
“dignity and heritage”.

A new picture bar runs along the top of
the front cover to replace “over-used” cut-outs, add a little colour
and represent the “vitality” of the community.

There are new
column logos to create consistency and new fonts in Optima, for what
Morrison hopes will offer a cleaner, fresher and more contemporary feel.

Morrison
said: “Strong design is vitally important in not only grabbing readers,
but also in sustaining the clarity necessary for the reporting to do
its job.”

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