A daily newspaper has unveiled a new look which includes dropping the region in which it is based from its name.

The North West Evening Mail has been renamed as simply ‘The Mail’ from today, with the new title also reflecting the fact that it is no longer an evening paper.

As a result, the masthead has changed but its publishers say the “core Mail element of our brand” has been retained.

The new-look Mail, which hit the streets this morning, is described as containing a “vibrant mix of the very latest local news and information, packaged in an attractive and easy-to-read format”.

The first edition of the new look Mail

The Mail was first published as the North Western Daily Mail in January 1898 but changed its name to the North Western Evening Mail in January 1941, before being rebranded as the North West Evening Mail in March 1987.

The CN Group-owned title, which serves the Barrow-in-Furness and South Cumbria area, moved to overnight printing in October 2014.

Editor James Higgins said: “I’m very excited about the launch and giving our readers a fantastic, bright and modern package of news, sport, features, analysis and opinion among many other things, every day.

“The feedback from readers, both in terms of the name and the new design was very encouraging when we held a series of focus group sessions.”

Group development director Jonathan Lee added: “We are delighted with the new-look of The Mail and through initial feedback we are confident readers and advertisers across our community share our enthusiasm.

“The Mail changes come hot on the heels of the launch of a brand new lifestyle magazine Bay Living in the Furness, south Lakes and north Lancashire area and the launch of our much-publicised contribution model for our digital content.

“These are exciting times for South Cumbria with all the investment coming to the area, and CN Group is delighted to be a true champion for the community, through a range of digital, print, audio and event channels of which The Mail is core.

“We look forward to continuing to work in partnership with readers and advertisers to deliver the respective content and response which they rightly value and trust so much in a fast-changing multi-media world.”