Karl Wilson, acting chief editor, said the move was in concert with last September's repositioning of the paper as a provider of quality financial news on Greater China.
"Our research found that people associated iMail with dotcoms so there was a mis-match which we had to resolve and the solution lay in reviving the 'Standard' name because of its strong brand recognition in Hong Kong and China, Wilson said.
The Standard will continue to focus on Greater China finance and global sports news, and it will remain a tabloid.
The paper will initially be soft-launched to allow the publisher to finetune the changes by taking account of market feedback.
A communicatons campaign involving mainly outdoor and print has been developed by M&C Saatchi, which was assigned the brand strategy brief.
The agency's general manager, Janice Chan, said the creative strategy had to be challenging to force people to reappraise the newspaper.
"The platform is based on a 'raise your standard' theme with lines like, 'Who's Hu in China? If you don't know, you need to raise your standard'."
