Meet the Minnesota Star Tribune: paper unveils major rebrand

The state's biggest newspaper officially has a new look, a new perspective, and a sort-of new name. Say hello to the Minnesota Star Tribune.

The publication rolled out its rebrand — which was announced back in March — on Sunday morning, calling it " a new vision for a fresh chapter in Minnesota ."

As CEO and publisher Steve Grove writes in the opinion section , adding "Minnesota" to the name reflects "a commitment to expand our work across our state, a direction we chose after two statewide tours and hundreds of conversations with our fellow Minnesotans."

The rebrand — handled by Minneapolis advertising agency Colle McVoy — includes an update to the Strib's layout and user experience, from its physical newspaper to its website and social media presence, and the addition of a new mascot: a grey duck.

"We hope our crisp, modern design elevates our content and makes it easier for you to navigate all that we offer, wherever we offer it," the paper says.

But the change is more than just skin-deep. The publication has also added "reporters and a columnist across the state to more broadly cover the people and places that make Minnesota what it is."

Related: Star Tribune unveils suite of new columnists for revamped opinion section

The outstate focus also includes partnerships with local papers to share stories, while the paper says it's "realigned" its content into five news "pillars": news and politics, business, outdoors and the environment, food and culture, and sports.

This comes just days after they unveiled a revamped opinion section , dubbed "Strib Voices," which will now feature nearly a dozen new writers, from a cannabis expert to a former State Department appointee of President Joe Biden as well as a "practical conservative," among others.

To get more people from across the state to subscribe, the Minnesota Star Tribune is also rolling out a new subscription strategy: starting Sunday, new digital customers can get six months of access for $1.

"We believe our journalism is worth paying for, and we also want more of you to see all we have to offer," the paper says.

But the biggest change of all? The Tribune says it's a "culture of experimentation," because "we think Minnesota deserves a news organization that’s willing to try new things to succeed":

"What won’t change is our commitment to the truth and to putting our audience at the center of all that we do. You deserve nothing less than an excellent, objective news organization you can trust. One that’s worth subscribing to, because good journalism is worth the price — now more than ever."

- Minnesota Star Tribune

You can check out the rebrand right here .