“The longterm problem here is the original name decision - America, On Line? Six syllables (which forced initials) plus a counterproductive meaning - the Web is inherently and joyously global, isn’t it? AOL should now have faced up to this fundamental identity problem, which has been compounded of late by a performance reputation problem, and fixed it with a name change. Tony Spaeth, of the late Identity Works, dropped by with a comment that makes a lot of sense: Marquess said, there will be gibes from critics, whom she called “the snarkies” after the snarky comments they invariably make.Ĭall me one of “the snarkies,” but when I’m told a brand identity is “uniquely dynamic” my eyes start to glaze with thoughts of pumped-up marketing speak and telling clients what they want to hear. “The constantly changing images behind the logo are also intended to elicit surprise,” said Sam Wilson and Jordan Crane, creative director at Wolff Olins New York.Īn advertising campaign to promote the new look is being considered, said Maureen Marquess, chief of staff at AOL in New York, as is the role to be played by the AOL brand character, known as the running man. Here’s a video of Armstrong taking about the new brand identity. Tim Armstrong said he liked to describe the period as “the AOL dot” because “the dot is the pivot point for what comes after AOL,” whether it’s email, websites or coming offerings that will “surprise people.” The period in the logo was added to suggest “confidence, completeness,” said Sam Wilson, managing director at the Wolff Olins New York office, by declaring that “AOL is the place to go for the best content online, period.” 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.”Īlthough the AOL logo itself will be constant, the backgrounds will change continuously in an effort to suggest the breadth of AOL’s content. Our business is focused on creating world-class experiences for consumers and AOL is centered on creative and talented people – employees, partners, and advertisers. The new brand identity will be fully unveiled on December 10, when AOL common stock begins trading on the New York Stock Exchange.
It’s one consistent logo with countless ways to reveal. “The new AOL brand identity is a simple, confident logotype, revealed by ever-changing images. Tim Armstrong, Chairman and Chief Executive Officer of AOL, said: The company turned to Wolff Olins, who previous created logos for Wacom, (RED), and the London 2012 Olympics.
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