The new identity follows in the footsteps of the recently rebranded News Corporation, with an identity based on Murdoch’s handwriting.
News UK says the new identity ‘is based on News Corp’s visual identity’ and aims to ‘convey a more coherent and logical identity… across the globe.’
The News Corporation identity, as well as that for News UK, is, according to the company, ‘based on the writing of Rupert [Murdoch] and his father.’
News UK operates newspapers including the Sun, The Times and the Sunday Times in the UK, and the rebrand follows recent controversy over phone-hacking on Murdoch titles.
A News UK statement says, ‘The change follows the fundamental changes of governance and personnel that have taken place to address the problems of the recent past.
‘News International apologised to its victims and set up a compensation scheme; closed the News of the World and co-operated with all the relevant authorities.’
News Limited, which is News UK’s Australian counterpart, is also rebranding as part of the move, with a new News Corp Australia identity also based on Murdoch’s handwriting.