Wolff Olins has changed America Online’s brand identity from AOL to Aol, in a move that has created buzz.
“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 Chief Executive Officer and Chairman of AOL, Tim Armstrong.
The reason for the change is not apparent, but the press release about the new brand identity states:
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.
AOL has been a leading internet portal and was considered the most popular one before the rise of the ‘Big Three’.