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angelmb · Nov 23, 2009, 05:10 PM

New Aol. Brand Expresses Commitment to Stimulating Content, Openness and Inclusion

NEW YORK – November 22, 2009 – 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.

Stock agencies have finally captured the essence of cohesive branding (sarcasm). Well, I am all for changing perceptions (good luck with that though) but 'products, services which AOL offers', like what?, Bluestring and Xdrive have been dead for ages.

SpaceMonkey · Nov 23, 2009, 05:18 PM

Are those logos for real? I hope someone gets punished for this.

iM@k · Nov 23, 2009, 05:19 PM

Rumor has it there's still demand for archaic, proprietary dial-up ISPs. By whom I have no idea as to by whom, but then again, it's just a rumor.

Cold Warrior · Nov 23, 2009, 05:28 PM

Such a long press release and it somehow says nothing.

ort888 · Nov 23, 2009, 05:35 PM

My mom still uses AOL. I have no idea why. What do they even do anymore? I know she has DSL thru them... or something. I have no idea how it even works. She is very defensive about it.

They should have changed their name to LOL.

olePigeon · Nov 23, 2009, 05:35 PM

How can you maintain brand identity when you have random pictures for your, uh, identity?

Oh, and that's a severe misuse of the horns.

ort888 · Nov 23, 2009, 05:47 PM

Around 2001 a friend of my (now) wife was dating an AOL "millionaire". Well, an AOL sorta millionaire. They guy had been an AOL employee from the very early days and had tons and tons of AOL stock. In the late 90s the guy was "worth" about 20-30 million. When I knew him, he was worth a few million... now I'm sure the stock is completely valueless.

That just has to suck.

turtle777 · Nov 23, 2009, 07:37 PM

Originally Posted by ort888

Around 2001 a friend of my (now) wife was dating an AOL "millionaire". Well, an AOL sorta millionaire. They guy had been an AOL employee from the very early days and had tons and tons of AOL stock. In the late 90s the guy was "worth" about 20-30 million. When I knew him, he was worth a few million... now I'm sure the stock is completely valueless.

That just has to suck.

He never sold (some of) his stock at the height, or shortly thereafter ?

-t