Branding: Rupert Murdoch, he wrote (and News Corps new logo was born)

Media empire's new design is based on the handwriting of its executive chairman

News Corporation has unveiled a shiny new logo based on the handwriting of executive chairman Rupert Murdoch and his father (however that’s supposed to work). The rebrand comes after the board’s decision to split the parent company into 21st Century Fox (the entertainment titles) and News Corp (journalism and book holdings).

With the hacking scandal at The News of the World refusing to go away, the publishing arm (which also includes titles such as The Times, The Wall Street Journal, and Harper Collins) could certainly do with a bit of a makeover. And so gone is the stiff, corporate logo and in its place is a friendly, trustworthy bit of scribble. A human touch to a global enterprise.

But what does the media mogul’s handwriting say about him? “It’s very clear and uncomplicated, which I think is a nice sign,” says Elaine Quigley, a psychologist and past chairman of the British Institute of Graphologists. “It has a very good, strong baseline which means he is in charge. The slant of the writing to the right indicates wanting to communicate and to move forward. It is moving into the future.”

Quigley also notes the third stroke of the “N” rising above the rest of it as if it is trying to reach up. Sure enough, no one can accuse Murdoch of lacking ambition. The letter “E’’s detachment from the “N” indicates starting a new enterprise (he is!) and the little hook on the “C” suggests that the famously strong-willed 82-year-old knows his own mind and won’t be pushed around once he’s made a decision. So far, so obvious.

Interestingly though, Quigley suggests that the  way the “W” slightly curves  shows that he doesn’t take himself too seriously. “Then the ‘R’ is quite a wide letter,” observes Quigley. “It’s not as narrow as many of the other letters and as it has a nice smooth shape with that curved top, humour is coming slightly into his mind.”

However, The Independent can’t help but question Murdoch’s sense of humour. He didn’t even find a pie in the face funny.

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Recruitment Genius: Media & Advertising Sales Executive

£20000 - £25000 per annum: Recruitment Genius: This national business publishi...

Recruitment Genius: Media Telesales Executive - OTE £25,000

£14500 - £16000 per annum: Recruitment Genius: This is an opportunity to join ...

Guru Careers: Bathroom Showroom Manager / Bathroom Sales Designer

£22 - £25k basic + Commission=OTE £35k + Benefits: Guru Careers: A Bathroom Sh...

Guru Careers: Account Executive / Account Manager

£18 - 20k + Benefits: Guru Careers: An Account Executive / Account Manager is ...

Day In a Page

Refugee crisis: David Cameron lowered the flag for the dead king of Saudi Arabia - will he do the same honour for little Aylan Kurdi?

Cameron lowered the flag for the dead king of Saudi Arabia...

But will he do the same honour for little Aylan Kurdi, asks Robert Fisk
Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

Humanity must be at the heart of politics, says Jeremy Corbyn
Joe Biden's 'tease tour': Could the US Vice-President be testing the water for a presidential run?

Joe Biden's 'tease tour'

Could the US Vice-President be testing the water for a presidential run?
Britain's 24-hour culture: With the 'leisured society' a distant dream we're working longer and less regular hours than ever

Britain's 24-hour culture

With the 'leisured society' a distant dream we're working longer and less regular hours than ever
Diplomacy board game: Treachery is the way to win - which makes it just like the real thing

The addictive nature of Diplomacy

Bullying, betrayal, aggression – it may be just a board game, but the family that plays Diplomacy may never look at each other in the same way again
Lady Chatterley's Lover: Racy underwear for fans of DH Lawrence's equally racy tome

Fashion: Ooh, Lady Chatterley!

Take inspiration from DH Lawrence's racy tome with equally racy underwear
8 best children's clocks

Tick-tock: 8 best children's clocks

Whether you’re teaching them to tell the time or putting the finishing touches to a nursery, there’s a ticker for that
Charlie Austin: Queens Park Rangers striker says ‘If the move is not right, I’m not going’

Charlie Austin: ‘If the move is not right, I’m not going’

After hitting 18 goals in the Premier League last season, the QPR striker was the great non-deal of transfer deadline day. But he says he'd preferred another shot at promotion
Isis profits from destruction of antiquities by selling relics to dealers - and then blowing up the buildings they come from to conceal the evidence of looting

How Isis profits from destruction of antiquities

Robert Fisk on the terrorist group's manipulation of the market to increase the price of artefacts
Labour leadership: Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea

'If we lose touch we’ll end up with two decades of the Tories'

In an exclusive interview, Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea
Tunisia fears its Arab Spring could be reversed as the new regime becomes as intolerant of dissent as its predecessor

The Arab Spring reversed

Tunisian protesters fear that a new law will whitewash corrupt businessmen and officials, but they are finding that the new regime is becoming as intolerant of dissent as its predecessor
King Arthur: Legendary figure was real and lived most of his life in Strathclyde, academic claims

Academic claims King Arthur was real - and reveals where he lived

Dr Andrew Breeze says the legendary figure did exist – but was a general, not a king
Who is Oliver Bonas and how has he captured middle-class hearts?

Who is Oliver Bonas?

It's the first high-street store to pay its staff the living wage, and it saw out the recession in style
Earth has 'lost more than half its trees' since humans first started cutting them down

Axe-wielding Man fells half the world’s trees – leaving us just 422 each

However, the number of trees may be eight times higher than previously thought
60 years of Scalextric: Model cars are now stuffed with as much tech as real ones

60 years of Scalextric

Model cars are now stuffed with as much tech as real ones