AOL Will Get A New Logo

With all the rest that is changing, does this seem like the time to change brand recognition?

The company is being spun off, no doubt because it is not the powerhouse it once was. The employees are being dropped like flies, and so much is changing that it seems strange to change anything not absolutely necessary.

Being cool, or hip, or whatever is nice, but if more people wonder why the change than appreciate the change, what has been accomplished?

An AOL news release tells more -

AOL PREVIEWS NEW BRAND IDENTITY FOR ITS FUTURE AS AN INDEPENDENT CONTENT-DRIVEN COMPANY

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.

Notice that the symbol is capital A, small o, small l, with a period. Wonder what that indicates? I do too. (Perhaps the period should be replaced by an interrobang.)

I hope the new logo doesn’t kill the last of the brand recognition, and remove some of what might allow AOL to survive. We need choices. They are getting fewer all the time.

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