An ad industry insider who looked at these first images tells us: “Using lowercase letters for ‘Aol.’ is too subtle a change to make a real impact on consumers, who may associate the company with the dial-up service. It’s just a step. The different backgrounds are the same thing: they haven’t made up their minds about what AOL is and what AOL isn’t—and what it ultimately stands for.” Stuart Elliot talked to the creativesat Omnicom’s Wolff Olins who describe it as “all the things the Internet is”—and to Redscout’s Jonah Disend, who thinks the AOL brand should be dissolved.

————————————————————
Release:

AOL today previewed its new brand identity for its future as an independent company committed to creating the world’s most simple and stimulating content and online experiences.

The new AOL brand identity is a simple, confident logotype, revealed by ever changing images.  It’s one consistent logo with countless ways to reveal. The new brand identity will be fully unveiled on December 10, when AOL common stock begins trading on the New York Stock Exchange.

“Our new identity is uniquely dynamic. Our business is focused on creating world-class experiences for consumers and AOL is centered on creative and talented people - employees, partners, and advertisers. We have a clear strategy that we are passionate about and we plan on standing behind the AOL brand as we take the company into the next decade,” said Tim Armstrong, Chairman and Chief Executive Officer of AOL.

AOL partnered with Wolff Olins, a global brand and innovation consultancy, to develop a brand identity that speaks to the company’s future. The identity itself is a platform for expression and creativity reflecting the content, products and services which AOL offers.  Some of the world’s best creative artists, including Universal Everything, GHAVA and Dylan Griffin created art and animations for the brand.

“Historically brand identity has been monolithic and controlling, little more than stamping a company name on a product.  AOL is a 21st century media company, with an ambitious vision for the future and new focus on creativity and expression, this required the new brand identity to be open and generous, to invite conversation and collaboration, and to feel credible, but also aspirational. We’re delighted to have worked so closely with the AOL leadership team to create something bold and exciting that sets AOL apart,” said Karl Heiselman, CEO of Wolff Olins.