Fairfax Digital has redesigned its logo to take on the look and feel of Fairfax Media‘s circular emblem.

The general idea is that the new design will promote brand consistency across the company and reinforce the digital aspect in Fairfax Media’s overall position in the market.

The new logo has been rolled out across all Fairfax Digital sites including smh.com.au, theage.com.au, brisbanetimes.com.au and WAtoday.com.au.

An article in the Age announced that growth in Fairfax Medias digital businesses helped push the companys profit up 47 percent, so rebranding it to suit the rest of the empire seems a smart move.

Fairfax Digital CEO, Jack Matthews, says, “This is a small but significant way to visually show that Fairfax Digital is a critical contributor to Australasia’s premier integrated media company, Fairfax Media.”

During difficult economic times it makes sense for a large organisation like Fairfax to invest in logo synergy to help the brand stand out. 

Unfortunately, a part of the companys overall belt-tightening measures also includes cutting 550 staff in Australia and New Zealand as an additional way to bolster profitability. The times they are hard…