news life media
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Formerly News Magazines, News Life Media (NLM), is the publisher of some of the most prestigious fashion, food and lifestyle publications in Australia.
Being home to iconic brands such as Vogue, GQ and Donna Hay, NLM is also the publisher of Australia’s number one online recipe site taste.com.au. Other leading titles including Masterchef, Delicious, Super Food Ideas, Australian Good Taste, Country Style and Inside Out.
To date, the company’s mastheads have a gross readership of 10.87 million, a number that represents 21.8% of total Australian magazine readership.
The News Life Media (NLM) vision is to create passionate communities who engage deeply with their content brands across a diversity of media, driving value for their partners.
The brief
Gen.a was engaged to reposition the former News Magazines brand to express the deepening of NLM’s business offer, the greater extension into digital platforms and the delivery of rich experience brands.
Working extensively with the business leaders of NLM, we delivered a new brand strategy, logo redesign and brand roll out heralding that NLM knows lifestyle, life stages, the art of print and the power of digital.
Our approach
Our approach needed to acknowledge that whilst highly connected to their parent company, NLM has its own original space within the News portfolio through delivering unique, original content to expand the reach and potential of News.
The new colourful logo brings to life the spaces between the grid lines of the traditional News Corporation globe, echoing the commitment of NLM to explore new spaces in the media matrix. The colour palette is bold, lively and communicates the female skew to the portfolio. Delivered against a bright white environment the outlook is positive and fresh. The typography is classic publishing - stylish, timeless and artful. The new identity seeks to convey a brand personality that is confident, connected and progressive, supported by a tone of voice that is active, optimistic, daring and influential.
The new brand was launched on 21 November 2011.