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
Property
pets
Arts and Entertainment
The Ridiculous Six has been produced by Adam Sandler, who also stars in it
filmNew controversy after nine Native American actors walked off set
Life and Style
The original ZX Spectrum was simple to plug into your TV and get playing on
techThirty years on, the ZX Spectrum is back, after a fashion
Sport
football
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA celebration of British elections
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

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

iJobs Job Widget
iJobs Media

Ashdown Group: Database Executive - Leading Events Marketing Company - London

£23000 - £25000 per annum + 25 days holidays & pension: Ashdown Group: Databas...

Recruitment Genius: Publishing Assistant

£14000 per annum: Recruitment Genius: A fantastic opportunity has arisen for a...

Guru Careers: Graduate Account Executive / Digital Account Executive

£20k + Benefits: Guru Careers: We are seeking a Graduate Digital Account Exec ...

Guru Careers: Print Project Manager

Competitive (DOE): Guru Careers: A Print Project Manager is needed to join one...

Day In a Page

'It was first time I had ever tasted chocolate. I kept a piece, and when Amsterdam was liberated, I gave it to the first Allied soldier I saw'

Bread from heaven

Dutch survivors thank RAF for World War II drop that saved millions
Britain will be 'run for the wealthy and powerful' if Tories retain power - Labour

How 'the Axe' helped Labour

UK will be 'run for the wealthy and powerful' if Tories retain power
Rare and exclusive video shows the horrific price paid by activists for challenging the rule of jihadist extremists in Syria

The price to be paid for challenging the rule of extremists

A revolution now 'consuming its own children'
Welcome to the world of Megagames

Welcome to the world of Megagames

300 players take part in Watch the Skies! board game in London
'Nymphomaniac' actress reveals what it was really like to star in one of the most explicit films ever

Charlotte Gainsbourg on 'Nymphomaniac'

Starring in one of the most explicit films ever
Robert Fisk in Abu Dhabi: The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers

Robert Fisk in Abu Dhabi

The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers
Vince Cable interview: Charging fees for employment tribunals was 'a very bad move'

Vince Cable exclusive interview

Charging fees for employment tribunals was 'a very bad move'
Iwan Rheon interview: Game of Thrones star returns to his Welsh roots to record debut album

Iwan Rheon is returning to his Welsh roots

Rheon is best known for his role as the Bastard of Bolton. It's gruelling playing a sadistic torturer, he tells Craig McLean, but it hasn't stopped him recording an album of Welsh psychedelia
Russell Brand's interview with Ed Miliband has got everyone talking about The Trews

Everyone is talking about The Trews

Russell Brand's 'true news' videos attract millions of viewers. But today's 'Milibrand' interview introduced his resolutely amateurish style to a whole new crowd
Morne Hardenberg interview: Cameraman for BBC's upcoming show Shark on filming the ocean's most dangerous predator

It's time for my close-up

Meet the man who films great whites for a living
Increasing numbers of homeless people in America keep their mobile phones on the streets

Homeless people keep mobile phones

A homeless person with a smartphone is a common sight in the US. And that's creating a network where the 'hobo' community can share information - and fight stigma - like never before
'Queer saint' Peter Watson left his mark on British culture by bankrolling artworld giants

'Queer saint' who bankrolled artworld giants

British culture owes a huge debt to Peter Watson, says Michael Prodger
Pushkin Prizes: Unusual exchange programme aims to bring countries together through culture

Pushkin Prizes brings countries together

Ten Scottish schoolchildren and their Russian peers attended a creative writing workshop in the Highlands this week
14 best kids' hoodies

14 best kids' hoodies

Don't get caught out by that wind on the beach. Zip them up in a lightweight top to see them through summer to autumn
Robert Fisk in Abu Dhabi: The acceptable face of the Emirates

The acceptable face of the Emirates

Has Abu Dhabi found a way to blend petrodollars with principles, asks Robert Fisk