News Limited to become News Australia
News 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.
Interesting that a lot of companies in Australia are deciding to rebrand, or start to at least this year…
Also I’m not sure I agree that they need to have the domain newsaustralia.com.au as they already have news.com.au
Oh please let it come out that whoever got this document originally, hacked it from News
Given the dire state of Fairfax, I’m pretty sure that these guys will soon become the only print media outlet we have. So quite an apt name I’d think.
I thought their old name, News Limited, was a great representation of their newspapers and news services.
@H’mmm Eh? Are you for real?
It’s rebranding to ‘Limited News’ from most recent reports. This reflects its content primarily, but also its relevance.
“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.”
However, the documents themselves show the poor image of the company is something they are trying to address (not that you can address long-standing cultural problems by changing the logo anyway, but whatever).
The phone-hacking stuff is just the worst and most obvious of News’s cultural problems.
This re-branding kinda looks like a repositioning for a post-Murdoch world.
hah AlvinPc. nice.
It doesn’t really matter what they call it. Its glory days are over.