Digital brand update for daily newspaper

The Lausitzer Rundschau, based in Cottbus, is a regional daily newspaper in Brandenburg and Saxony founded in 1946. It is published in eleven local editions in southern Brandenburg and two in north-east Saxony for around 190,000 readers.

After lengthy efforts, LR was able to register the domain lr.de for itself in September 2021 and transfer it to its administration. As part of the move from lr-online.de to lr.de, the brand was to be updated and optimised for use in digital contact points.

After initial trials with separate online brands and editorial teams (faz.net, spon.de, etc.), almost all benchmarks have switched to delivering their legendary print quality online as well.

The former newspaper logo is used as the sender across all channels. A short form of the logo has been added. The design is concise but restrained. The focus is clearly on the content.

The Sächsische Zeitung, Lausitzer Rundschau and many other regional newspapers use a different sender for their online presence than for the print edition.

This inevitably leads to the creation of a “logo wall” for joint adverts, which leaves little space and attention for the content. In addition, there is a high level of wastage because the services offered are aimed at different brands.

The result:

• Clear sender
• Consistent design language
• Stronger recognisability
• Fit for every digital application
• Brand fit for the future

A project with substance – not a new logo for fun. It’s a strategic lever for greater brand strength, visibility and digital performance.