To go with its new name, the London Evening Standard, it has a new masthead and undergone a design overhaul, with the changes supported by a marketing campaign that aims to give away 650,000 copies across the capital.
The newspaper, recently purchased by Russian Alexander Lebedev from Daily Mail & General Trust, has new sections and columnists, an overhaul to its ES magazine that comes free with Friday's edition of the 50p paper and a redesigned website including new blogs and a Twitter feed.
Geordie Greig, the newspaper's editor, said the paper would be "more upbeat, more representative and more positive".
The relaunch comes in response to market research, commissioned by Greg, which found that Londoners believed the paper has been too negative in the past.
A new marketing campaign starting today, supporting the relaunch, has replaced its "sorry" executions with a series of "promises" to Londoners, as the paper looks to claw back from readers from competing free newspapers - News International's thelondonpaper and DMGT's London Lite - which have severely dented its circulation.
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