The Huffington Post has undergone its first ever rebranding, abbreviating its name to HuffPost and introducing a new logo.

The move is effective today (April 25th) and has been rolled out across all of the news outlet's platforms, including its websites and social channels.

It is the first since the brand was launched 12 years ago and includes a new homepage layout, storytelling 'splash cards' to be used across social networks, and InContent Reveal advertising, which is designed to help advertisers and brands reach their audiences effectively.

Chief executive officer at HuffPost Jared Grusd said the rebrand is a "decided leap into our future".

"The rebrand and relaunch of our products symbolize our commitment to continually evolve to help our audiences connect with a world that is changing rapidly around them," he remarked.

Editor-in-chief Lydia Polgreen added the brand's new design is a reflection of its "bold promise" to help readers know "what really matters".