The Huffington Post has revealed plans to rebrand to ‘HuffPost’, as part of a redesign of its digital presence.

The AOL-owned content platform this morning (25 April) relaunched with a new logo and new-look site, including a prominent video player and ‘splash cards’ to enhance the experience for mobile users, and ensure a “consistent identity” through social media, Apple News and Messenger bots.

The 12 year-old site has also introduced an ‘InContent Reveal’ ad format, which it claims provides advertisers with an “impactful” new method to reach audiences.

HuffPost – which will soon become part of the new Oath organisation later this year – will roll out the redesign across its 17 international editions later this year.

“HuffPost is the pioneer of online journalism and continues to lead the digital news landscape. Our changes today build upon our heritage of continuous innovation” said Jared Grusd, chief executive of HuffPost.

“Today, we make a decided leap into our future. The rebrand and relaunch of our products symbolise our commitment to continually evolve to help our audiences connect with a world that is changing rapidly around them.”

Lydia Polgreen, editor-in-chief of HuffPost, added: “HuffPost’s aspiration is to be the premier news and storytelling platform in the world. We want to reach people in the best possible ways, and in all the formats they love.

“HuffPost is a place where the real conversation about the most important stories of our time is happening. The new design reflects our bold promise to help readers know what’s real and what really matters.”