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 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).


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.