News International, publisher of The Times, The Sunday Times and The Sun, has rebranded and changed its name to News UK.

The name and logo will come into effect immediately and are designed to ‘convey a more coherent and logical identity for the new parent company across the globe'.

The name News UK was chosen to reflect the company's roots and ongoing commitment to the country.

The rebrand comes ahead of the separation on Friday of News Corporation into two businesses – publishing arm News Corporation and TV and film operation 21st Century Fox.

Mike Darcey, CEO of News UK, said: “This is an exciting time and I feel privileged to be leading News UK as it begins a bright new chapter. With new people and a new strategy, we will take our place within a new company determined to secure a sustainable future for professional journalism around the globe.

“In the UK that means building on The Sun’s success as the most popular paper and maintaining The Times and The Sunday Times as two of the most trusted news brands in the world. This is the platform from which we will continue to entertain and inform our readers, but also challenge the world around us, using our voice to bring about positive change and hold powerful and vested interests to account.”

The company recently acquired exclusive rights to show mobile and internet clips of the Barclays Premier League and is planning a range of enhancements for customers.