Branding agency Dunning Eley Jones has created an overarching identity for the newswire service that aims to reinforce its credentials as a multimedia content business.
According to PA, , which was designed by digital branding agency @www, gives users improved usability, multimedia news feeds, picture galleries and demo packages.
Paul Potts, PA Group's executive chairman, said: "By sharpening up the brand and introducing a new website, we aim to increase our brand awareness amongst b2b customers and make it easier for us to showcase our services, particularly to the digital markets."
"The decision to build on the Press Association name reflects the importance of our national news agency roots and the reputation it has built up over 140 years.
"The look of the new brand reflects the transition of the company into the multimedia arena and prepares it for the next stage of its development."