The revamped Baslerstab, the free newspaper published by Basler Zeitung Medien, will be launched on February 21, completely changing the layout and colors of the "Stab", as Basel's largest free newspaper is known. However, the format (broadsheet), publication frequency (five times a week in the city and twice in the region), distribution (home delivery and boxes) and editorial content (around 30 percent of the volume) are different: Conceptually, everything remains the same. The new design is already evident in the logo and thus in the newspaper head. In the past, it was a little too small and appeared to be pushed to the top edge, but now it takes up more space again and thus appears more confident. This impression is underlined by the change from a negative to a positive logo: previously the name Baslerstab was in white Fraktur script against a green background, but now the same lettering appears in dark orange on a white background. The bold black Baslerstab, previously to the left of the lettering, has been removed. "It was wrong anyway: instead of looking to the left as in the correct coat of arms, it looked to the right," says publishing director Patrick Wehrli.
Two other new features stand out on the front page: Below the logo, three large content boxes highlight stories inside the paper. The lead story, which used to be featured on the front page, is now only teased with a large image and a few lines; the actual article can be found on page 3. Another content change for the Baslerstab is the addition of a «Last Page» featuring a mix of news and the comic «Nico & Mirek.» And since it remains a two-section newspaper, the second section needs a strong opening. This will typically be a “People” page, which is likely to feature a Basel-based human-interest story more often in the future.
As you flip through the pages, the more clearly labeled page headers stand out, along with the section titles in blue. The entire paper looks more organized and lighter. «The goal was to modernize the Baslerstab. The uniform color for the editorial and commercial sections is intended to make it clear: The Baslerstab is and remains primarily an advertising journal and thus a marketplace for advertisers,» says Wehrli. The orange logo is also meant to reflect the publication’s increased focus on tabloid journalism.
The layout, designed by newspaper designer Christine Lang (LMS Media in Herdern), has an impact not only on the newspaper itself but also on Basel’s cityscape: Along with the new look, the green-and-yellow *Baslerstab* newspaper stands at bus stops and in public squares are being replaced. They are being replaced by new, bright orange distribution boxes. As before, they will continue to be stocked daily with small posters featuring headlines that draw attention to the paper’s content. This has apparently been too time-consuming for the other free newspapers. Together with a broad-based relaunch campaign by the Basel-based agency kreisvier, the Baslerstab has succeeded in creating a striking new look.
Markus Knöpfli
Subject from the relaunch campaign:

 
Free Newspaper On February 21, the revamped *Baslerstab*, the free newspaper published by Basler Zeitung Medien, will launch. 
 
No, the Baslerstab isn't being reinvented. Whether it’s the format (broadsheet), publication frequency (five times a week in the city and twice a week in the region), distribution (home delivery and newspaper boxes), or editorial content (about 30 percent of the paper’s volume)—conceptually, everything remains the same. In terms of layout and colors, however, the «Stab»—as Basel’s largest free newspaper is called—is being completely revamped. This is already evident in the logo and, consequently, the masthead. Recently, the logo had become somewhat too small and appeared squeezed up against the top margin; now it takes up more space again and thus appears more self-assured. This impression is further emphasized by the switch from a negative to a positive logo: Previously, the name «Baslerstab» appeared in white Fraktur typeface against a green background; now, the same lettering appears in dark orange on a white background. The sweeping black Baslerstab, previously located to the left of the lettering, has been omitted. “It was wrong anyway: instead of facing left, as in the actual coat of arms, it was facing right,” says publishing director Patrick Wehrli.
Two other new features stand out on the front page: Below the logo, three large content boxes highlight stories inside the paper. The lead story, which used to be featured on the front page, is now only teased with a large image and a few lines; the actual article can be found on page 3. Another content change for the Baslerstab is the addition of a «Last Page» featuring a mix of news and the comic «Nico & Mirek.» And since it remains a two-section newspaper, the second section needs a strong opening. This will typically be a “People” page, which is likely to feature a Basel-based human-interest story more often in the future.    
As you flip through the pages, the more clearly labeled page headers stand out, along with the section titles in blue. The entire paper looks more organized and lighter. «The goal was to modernize the Baslerstab. The uniform color for the editorial and commercial sections is intended to make it clear: The Baslerstab is and remains primarily an advertising journal and thus a marketplace for advertisers,» says Wehrli. The orange logo is also meant to reflect the publication’s increased focus on tabloid journalism.    
The layout, designed by newspaper designer Christine Lang (LMS Media in Herdern), has an impact not only on the newspaper itself but also on Basel’s cityscape: Along with the new look, the green-and-yellow *Baslerstab* newspaper stands at bus stops and in public squares are being replaced. They are being replaced by new, bright orange distribution boxes. As before, they will continue to be stocked daily with small posters featuring headlines that draw attention to the paper’s content. This has apparently been too time-consuming for the other free newspapers. Together with a broad-based relaunch campaign by the Basel-based agency kreisvier, the Baslerstab has succeeded in creating a striking new look. 
   
Markus Knöpfli