News Magazines has unveiled the new corporate identity and company name, News Life Media, created by Gen.a.

The new identity symbolises the company’s transition from a traditional magazine company into “Australia’s leading Lifestyle and Life Stage content company.”

The News Life Media identity recognises the company’s heritage as a division of News Limited, benefiting from the support, knowledge and resources of belonging to a global media organisation.

In approaching the brief, Gen.a’s Creative Director, Jacqueline Morony, said that whilst seemingly simple, legacy symbols are often the most challenging to shift. Although the former News Magazines 3D Globe had only been around for a relatively short period of time, the connection to the parent company News Ltd was an influential business factor. To find new ground to support a bold new vision, it demanded that this visual territory be considered flexible in the design brief.

“We explored a number of different directions for the logo but ultimately loved the play on the positive space between the grid lines of the News Corp Globe. When we presented The NLM Globe it was immediately embraced and loved by the client team,” said Jacqueline.

The name change was also a critical part of the re-branding. The ‘News’ was a given and ‘Media’ was appropriate, but the decision was how to bring connection and represent their content. The boldness of the word ‘Life’ came out of the brand development process run by Gen.a - it is broad, inclusive and essential.

 “This name change recognises the work we have done over the last few years to strategically reimagine our business. We are elevating our digital focus, creating new products and services, developing our presence in Women, Lifestyle and Life Stage, while building on the strength of our phenomenal print brands,” said Sandra Hook, Chief Executive of News Life Media.

“Our new name better reflects our approach to delivering highly engaged audiences across multiple platforms,” said Ms Hook.