News

News Limited to become News Australia

news australia logoNews Limited is to undergo a major rebranding exercise which will see it become News Australia early next year, according to leaked document obtained today by Crikey.

According to Crikey, three agencies have been approached to pitch on the major rebranding, codenamed Project Darwin and timed for early next year.

The leak of the document appears to have come shortly after three agencies were briefed on the pitch.

The timing of the leak appears to be a poor one for News, not least because it does not yet appear to have obtained the newsaustralia.com.au domain.

Despite speculation the the project is in resposne to News Ltd suffering a backlash to the News of the World phone hacking scandal in the UK, Mumbrella can reveal that the project was well under way before then.

The News Australia trademark was registered with IP Australia on June 16, along with an associated logo (pictured above).

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