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New AOL (or is it Aol.?) Logo Revealed

AOL Readies New Brand Identity for Spin Off

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AOL has shown off a new logo, which it considers a significant part of its new "brand identity." That is of course to go with its newfound independence from Time Warner. The logo is simple. Aol. That’s it – capital A, lower-case o, lower case l, and a period.

"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 CEO of AOL.

Curiously, in the press release, AOL still uses the all caps method of spelling its name. That doesn’t seem like the best way to kick off this new brand identity. To be fair, the company says that identity will be fully unveiled on December 10th, so I guess such trivialities will have to wait until then. That’s when AOL’s common stock begins trading on the New York Stock Exchange.

Here are a few instances of the new logo, placed on various images:

New AOL Logo

New AOL Logo

New AOL Logo

"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.

Wolff Olins is the consultancy firm that AOL partnered with to develop the new brand identity. According to AOL, some of the "world’s best creative artists" created the art and animations for the new brand look.

What do you think of the new AOL logo? Share your thoughts here.

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  • Guest

    I found a spelling mistake at the end of the third paragraph. it reads “That’s when AOL’s commons tock begins trading on the New York Stock Exchange.” Shouldn’t it be ‘common stock’?

  • Chris Crum

    Corrected. Thank you.

  • Guest

    Wolf Ollins made that horrible 2012 London Olympics logo too. I feel this design firm is more about creating controversial pieces that people talk about and link too while charging clients big dollars for logos many people detest on sight.

  • Daniel Hameed

    I am happy to know that aol is independent of time warner.
    I like the fish logo

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