Australia's national news agency, the Australian Associated Press (AAP), announced a new corporate identity last week, on May 24. The new symbol is "a stylised ribbon that represents the 24/7 flow of breaking news for which AAP is renowned". Melbourne agency Charles Elena Design designed the new branding, while Tempo Partners get a consultant credit.
The rebranding is part of streamlining of AAP's many product brands, and involved giving many of them new names. The different divisions now all use the symbol, but with colour coding that allows them to be easily identified.
AAP says rebranding is the "largest overhaul of the existing corporate image in nearly 25 years". It should be fully implemented in June.
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