Aol. revisited….


The “new” Aol. has shared their brand strategy with Fast Company in an article that includes an interview with the Wolff Olins creative team as well as new iterations of the logo.

Read the Fast Company article here.

Today’s press release states, the new brand is “deliberately disruptive and deliberately unlike what is being done by other online media businesses, it is designed for an environment where media is no longer broadcast, but rather is discovered through fragmented, non-linear conversations.”

I now understand more on the brand strategy. Mind you, this does require a brain shift for me. And I am not sure I am totally convinced that it “works”.

The use of the logotype in the videos explains alot. We should not have taken these logotypes and showcased them as static images, as we did in our November 24th post. They are meant to be viewed “in motion”. This means that at some point during its time in motion, you will see the logotype in its entirety. A very playful way to showcase the logo.

Here’s where you can view the full suite of motion clips.


As stated in the press release, “Wolff Olins threw out traditional ideas of identity as Aol. moves from an access provider to a standalone content company.”

Wolff Olins creative director, Jordan Crane, says in the Fast Company article, “The handbooks that have been written in the past are changing. With this direction, it suited the whole experience to have something very contemporary.” He goes on to say, “Maybe in the future all logos will be in motion.”

“It’s not about it being 1000 logos, it’s that it’s a consistent wordmark that’s consistent and clean,” says Maureen Sullivan, Aol.’s chief-of-staff. Apparently, Aol. has no signage in their own office. As they say, “It’s all video screens.”

Sam Wilson, Wolff Olins managing director, says “Brand identity is changing. It’s not a sign outside the door, or the corner of a business card, our idea of brand is a deeper vision than that.”

I find it hard to believe that the “wordmark” will not be used as a static image anywhere. No business cards? No signs? A first… an Annual Report in video?

I believe we still need to pay attention to traditional media, no matter what it is we do as a business. No ads, no print? I fear not. There must be one signature brand image for motionless content. I, for one, am not ready for an entire world in motion.

I am intrigued by this idea and can’t wait to see if it stands the test of time. Is this literally, an “evolving brand”?

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