by Search Copywriter
D. Warburton
AOL (or should that be Aol.) has unveiled its new look, as the company rebrands to focus on providing online content.D. Warburton
The company will publicly launch its new brand on December 10, when AOL stock begins trading on the New York Stock Exchange. According to GigaOM, the new branding consists of a simplified text logo overlaid onto a diverse and colourful series of images, ranging from a goldfish to more abstract images.
This shifting focus forms part of CEO Tim Armstrong's larger plan for AOL to become the leading provider of premium content and display ads. Armstrong stated: "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."
The new branding was developed in partnership with Wolff Olins. The firm's CEO, Karl Heiselman, explained: "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."
