Weekly Re-Brand #27: News Corp

Posted on Thursday, May 30th, 2013 by

Welcome to the Blade Weekly Re-Brand, a place for us to take a quick look at some of the rebranding going on in the world and give a quick impression of what went right and what went wrong.

As a follow-up to last week’s blog on 21st Century Fox, this week we take a look at the changes happening on the other side of the business; News Corporation.

The old News Corporation logo (left) vs. the new News Corp logo (right).

The old News Corporation logo (left) vs. the new News Corp logo (right).

What was wrong with the old News Corporation?
In addition to the changes we mentioned last week that explained why it was a good idea to spin off the entertainment division, another major facet of News Corporation is its reputation (and stock) is entwined with the reputation of Rupert Murdoch. The old logo of News Corporation was also that of what you’d expect from a stereotypical evil corporation in a James Bond movie: a globe, solid blue colour, etc. Not exactly something that screams “friendly”.

Hank Scorpio was a bit bolder than even Rupert Murdoch.

Hank Scorpio was a bit bolder than even Rupert Murdoch.

Does the new version fix the problem?
The new logo is certainly friendlier. Shortening the name to just ‘News Corp’ makes a lot of sense, since that’s what everyone called it anyways. Design-wise the script is fairly nice and unique, while maintaining legibility. It’s a bit on the wide-side, but it should look great in print.

What new problems are introduced?
Rather than try and separate News Corp from Rupert Murdoch, the new logo embraces that connection and is actually based on Murdoch’s own handwriting. In one sense, this is great brand synergy, but it could be problematic down the road if more scandals ensue.

Rupert Murdoch introduces the new News Corp.

Rupert Murdoch introduces the new News Corp. Photo courtesy of Natalie Ravitz, Chief of Staff to Rupert Murdoch.

Is it an overall improvement?
The shortened name is a welcome improvement, and the friendlier logo is likely to help out at least somewhat with public perception of the brand. I’d call this one a win.

Do you think the new News Corp is an improvement?

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Posted in: Branding

Brian Walker

About Brian Walker

Brian brings over six years of experience designing, developing and implementing complex web interfaces. His drive for innovation is apparent in his early adoption and advocacy of sustainable future-friendly solutions. Brian's wide-ranging skill-set aides him in rapidly absorbing new technologies and adapting them to meet clients' needs.