The paid-for weekly, which serves the Charnwood area of Leicestershire, has undergone a complete design revamp.

Yet the Trinity Mirror-owned newspaper decided to look back to its past for inspiration.

Editor Andy Rush, only the fourth to hold the position in the newspaper's long history, said: "People are always surprised when they hear just how few editors there have been at the Echo since 1891.

"And when we investigated the possibility of a change to our banner, I was equally surprised that we'd only used three different font types before our new one.

"I'm really pleased with how our relaunch has turned out and I must thank all my colleagues for their great help and hard work.

"It's a bright, busy and modern look, but it retains a traditional feel – with no sacrifices made to the number of stories we offer our readers."

Tony Lennox, editorial director of Trinity Mirror's weekly newspapers in the Midlands, said: "The Echo redesigned its masthead in the early eighties, abandoning the old Gothic style which had served the paper so well over the years.

"It was a very fashionable design for the eighties, but it hasn't aged well. It was the newspaper equivalent of flares, flowery shirt and a Kevin Keegan perm. No one's going to miss it."

The relaunch edition of the newspaper contains a 12-page nostalgia supplement, Looking back, Going forward, which compares the different styles of advertisements and news presentation adopted since the first publication back in 1891.

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