News Ltd is rebranding, starting with a name change to News Australia. And at Crikey, we’re here to help. Or more importantly, you are.

Crikey has teamed with the folks at Design Crowd to come up with a brief to any and all creative graphic designers out there for a new logo design and tag line ideas to aid News’ management in its bid to rehabilitate its public image.

Your brief? It’s all there in the leaked 86-page advertising pitch brief that Crikey published this week, detailing the media giant’s rebranding plans under the code name Project Darwin.

According to the internal document, News’ public image needs rehabilitation because its “culture and values” have never been properly aired. The News Limited brand was “largely invisible” to consumers and customers.

The brief also seems to be big on things such as “visual language for employee engagement initiatives” and bringing “to life the power of mass with connectivity of niche”. They’re looking for a “leveraged rather than generic experience” and “post definition test of positioning”.

But we’re not sure what they’re talking about.

Design Crowd has already started receiving entries:

Shortlisted entrants will be asked to provide a 250-word explanation of the thinking behind the logo and tagline, which may be published (along with their submission) in upcoming editions of Crikey.

The winner will receive $250, plus a complimentary two-year Crikey sub (valued at $309) and prize pack of the hottest books, DVDs and Crikey merchandise valued at $300, including Treme, Breaking Bad, In the Loop, State of Play, The Protectors, Tina Fey’s Bossy Boots and some very special First Dog Cooty Notes.

The public will be allowed to vote on their favourite logos and taglines and this will help inform (but not be the sole factor considered) when determining the shortlist, runners-up and winner. All entrants must supply artwork at suitable resolution for print and online use — failure to do so will result in exclusion from the competition.

Note: this brief and its submissions are for satirical and news reporting purposes only allowable under the fair use and fair dealing laws.

Peter Fray

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