The organisation, which is funded by newspaper groups, says the rebrand aims to highlight the ‘multiplatform’ nature of newspaper brands.
Tom Gaul, head of design and creative services at Newsworks, who worked on the project with branding consultancy Wayne Ford, says, ‘Taking the word ‘paper’ out of the name was a large step forward.’
Gaul adds, ‘We wanted to create an identity that would be quite punchy and impactful. It will have quite a strong online presence so we also wanted to give it a bit of volume.’
The new identity will be used across print collateral as well as the Newsworks website, which has been refreshed but will have a full redesigns soon, carried out in-house.
Gaul says, ‘We’re looking to freshen it up and bring it right up to date, with features such as video and social networking.’
Rufus Olins, chief executive of Newsworks, says, ‘The old language of press or paper doesn’t fit any more – it only describes one format – and that is why newspapers now need to be understood as newsbrands.’