Fréttablaðið, with the largest circulation of printed news in Iceland, is rebranding its digital presence under the same name as the physical paper. The campaign headline is “Stendur undir nafni” or “Worthy of the Name.”

Fréttablaðið means “The Newspaper.” In the age of anonymous content and fake news it’s a big, and important, claim that a newspaper’s news are just that, news.