• A$250

• 70 designs

• 26 designers

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Logo Design Brief

As reported in Crikey (see http://www.crikey.com.au/2011/09/21/project-darwin-news-ltd-to-become-news-australia/), News Ltd are rebranding, starting with a name change to News Australia. And at Crikey, we're here to help. Or more importantly, you are. Crikey is looking for logo designs and tag lines to aid News' management in their bid to rehabilitate their public image. If you want to come up with a completely new name for the organization that is okay too.

Your brief? It's all there in the leaked 86-page advertising pitch brief (see http://www.crikey.com.au/project-darwin-news-limited-rebranding-strategy/) that Crikey published this week, detailing the media giant’s rebranding plans under the code name Project Darwin.

The winner will receive $250, plus a complimentary two year Crikey sub (valued at $309) and prize pack of the hottest books, DVD's & Crikey merch 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.

According to their internal brief, 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. (Not to mention that minor matter of the reputational damage that parent company News Corp has sustained in the wake of the News of the World mess.)

The brief also seems to be big on things like "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.

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 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 art work at suitable resolution for both 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 (see http://en.wikipedia.org/wiki/Fair_use) and fair dealing (see http://en.wikipedia.org/wiki/Fair_dealing) laws

Industry/Entity Type

Advertising