The Toronto Sun, the city's brashest tabloid (and sister company to my former employer), has undergone a complete redesign which saw an end to a couple of its own trademarks.

The most noteworthy changed saw the bikini-clad Sunshine Girl move from page 3 to the back of the paper. But a more subtle change hints to where the paper's going.

Gone are the sans-serif display type, replace with a more serious serif typeface. The changes represents the papers attempt to draw readers away from its competitors while keeping its traditionally blue-collar readership content.

While the move is definitely a result of the city's two-and-a-half year long newspaper war, its hard to say whether its an offensive or defensive manoeuvres.