The International Herald Tribune has unceremoniously dumped its unique 142-year-old nameplate logo, affectionately known as the “dingbat”. The graphic made its first appearance in the New York Tribune on April 10, 1866. The Tribune later merged with the New York Herald to become the New York Herald Tribune. The Herald had previously founded a separate European edition based in Paris. While the New York newspaper died in 1967, its weekly New York supplement survives as New York magazine and the Paris edition became the International Herald Tribune, jointly owned by the Whitney family and the New York Times. The Whitneys sold their stake to the Washington Post, which in turn ran the paper in alliance with the Times until 2002, when the New York Times Company became the sole proprietor of the IHT.

The Paris-based newspaper’s executive editor Michael Oreskes said he hoped that dropping the dingbat would make the front page “cleaner, more modern, more streamlined”. Vanessa Whittall, the Herald Tribune’s communications manager, meanwhile said “by removing the traditional ‘dingbat’ graphic between Herald and Tribune we have created a more contemporary and concise presentation that is consistent with our digital platforms.”

The New York Times Company has been beset with problems in recent years, with both profits and circulation falling; one Manhattan outlet reported seeing an 80% drop in sales of the Sunday New York Times. Shareholders have claimed that the general downturn for newspapers has only been exacerbated by Arthur Ochs Sulzberger, Jr.’s poor management. The decline of the Times has been mirrored in the IHT, which it now markets as its international edition.

Under the Times’s control, the IHT has been seen to become more of a newspaper for Americans abroad than an American newspaper for an international audience. The blogger of “Think!: The blog for readers of the International Herald Tribune” questioned the prominence the paper devotes to American stories: “How a piece about baseball in the Netherlands (where I lived for three years) got more play directly next to an article about a cyclone in Burma that has killed around 100,000 people is a little hard to follow.”

The decision to remove the dingbat certainly has its critics. Juan Antonio Giner, the founder of a media consulting group and blogger at Innovationsinnewspapers said the move was “not a big revolution or a smart strategic decision for a dying newspaper”. Mr. Giner compared the management’s decision to “play with such a traditional, magnificent, beautiful, well-done logo” as “like moving the chairs on a sinking Titanic”.

The original dingbat, above, with the most recent incarnation below.

In “The Paper: The Life and Death of The New York Herald Tribune”, the definitive history of the deceased journal, Richard Kluger described the dingbat:

“in the middle of the crudely drawn tableau is a clock reading twelve minutes past six - no one knows why (conceivably it was the moment of Horace Greeley’s birth); to the left, Father Time sits in brooding contemplation of antiquity, represented by the ruin of a Greek temple, a man and his ox plowing, a caravan of six camels passing before two pyramids, and an hourglass; to the right, a sort of Americanized Joan of Arc, arms outstretched beneath a backwards-billowing Old Glory, welcomes modernity in the form of a chugging railroad train, factories with smoking chimneys, an updated plow, and an industrial cogwheel (over which the incautious heroine is about to trip); atop the clock, ready to take off into the boundless American future, is an eagle - all for no extra cost.”

“It was a baroque snapshot of time arrested,” Mr. Kluger continued, “an allegorical hieroglyph of the newspaper’s function to render history on the run”.

The deputy managing editor Robert Marino said of the dingbat, “I’m kind of sorry to see it go, but that’s progress.” Many of the Herald Tribune’s readers will remain unconvinced.