In advance of its December 10th separation from Time-Warner and the introduction of its stock to the New York Stock Exchange, AOL unveiled hints of a new brand direction and logo Sunday evening intended to "take the company into the next decade," according to CEO Tim Armstrong.
The new identity, generated by brand consultancy Wolff Olins, trades the old "AOL" for the new "Aol." – period included. And the old brand's iconic running man and triangle logos have been replaced with what seems to be stock photography, with the "Aol." in white type within the image.
From the press release:
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.
Designers around the globe have taken to the web to express their reactions to the new brand direction, and most are scratching their heads. Just a sampling of responses on Twitter:
gogarrio: "#AOL Can we start a fund to excise that trapped, lost, lazy period precariously hanging on to the "L" in "AoL"?"
brandingexpert: "Once again, #AOL, the identity w/ no #brand, prepares logos for its next stages of disaster."
StupidInstitute: "Aol re-brands. How about Lol. instead? The fish image shows that you are a bunch of guppies waiting to be swallowed. Great strategy. #aol"
Branchex: "#AOL your new logo looks like Web 2.0 crap made from random clip art, wouldn't it make more sense to change your name for a new direction."
AOL (or, is it Aol. now?) created a video to help explain their new identity. What are your thoughts?
Comments
You've got to be kidding me. Seriously?!? Wow. I am...shocked is not even the word for it. This is a huge company that should KNOW better--it may be the worst branding I've seen from a company of this caliber, ever.
Of course, it's memorable--people are talking about AOL now, right? And sadly sometimes that is more important.
Way to stay trashy, AOL.
what's a better way to demonstrate how Aol. is completley relevant to the year 2009? By MSPainting your logo over random istock photos... who are their designers? 5th graders?
It's completley idiotic to their company to do this COMPLETLEY RANDOM and honestly unproffessional looking.
If you are going to rebrand your company----find some experts to help.
Got something to say?
Examiner.com is looking for writers, photographers, and videographers to join the fastest growing group of local insiders. If you are interested in growing your online rep apply to be an Examiner today!