The nameplate (American English) or masthead (British English) of a newspaper or periodical is its designed title as it appears on the front page or cover. Another very common term for it in the newspaper industry is "the flag." It is part of the publication's branding, with a specific font and, usually, color. It may include other details besides the name, such as ornamentation, a subtitle, or motto. For example, the masthead of The Times of London includes the British Royal Arms between the words "The" and "Times".
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