The Evening Standard is dead. Long live the London Standard.
The Evening Standard is the latest institution to up-emphasise the Londony-ness of its name. From 26 September, the newspaper will be known as the London Standard, reports the Press Gazette.
The name coincides with the Standard's new weekly print schedule. The newspaper has seen a big fall in readership in recent years, and made the decision to drop its daily print editions. The last "Evening Standard" will be published on Thursday 19 September and is sure to be something of a minor collector's item.
The London Standard is the latest in a spate of rebrandings. Most famously, the Museum of London recently reworked its identity into the London Museum (returning to a name used by one of its predecessor organisations). Meanwhile, London Metropolitan Archives has slimmed down to the London Archives.
We wonder how long before TfL regresses to "London Transport", the Tower of London becomes The London Tower, and Ralph McTell re-records "London Streets".
