AOL becomes Aol.

Wolff Olins New York has created a new identity for one of the internet’s pioneering (but now ailing) brands, AOL

Wolff Olins New York has created a new identity for one of the internet’s pioneering (but now ailing) brands, AOL

The brand, which introduced millions to the wonders of the world wide web, has struggled to stay relevant in recent years. A New York Times report reveals that AOL chairman and chief executive Tim Armstrong even considered dumping the AOL name altogether as it prepares to be spun off from Time Warner.

Instead, he asked Wolff Olins in New York to help turn it around. Wolff Olins’ solution involves using a set of hundreds of different backgrounds to sit behind the new mark in which AOL is written Aol. (don’t forget the full-stop).

Its use of interchangeable imagery is a similar approach to that employed by WO for New York whereby the basic logo could be filled with various images to add freshness, while the goldfish is somewhat reminiscent of a piece of work by one of WO’s founders – Michael Wolff’s logo for The Consortium.

More will be unveiled at the official launch on December 10.

 

You may also like

alex_daw388_0.jpg - Alex Daw: Cut Out & Keep - 1995

Alex Daw: Cut Out & Keep

Opening tonight, Wieden + Kennedy London’s new exhibition space, The Cole, plays host to a debut show from young artist Alex Daw

colmans_569_0.jpg - Mmmm... meaty - 1974

Mmmm… meaty

Vegetarians look away now: Karmarama has recreated the famous Lord Kitchener poster in 16 types of meat in an ad for Colman’s Mustard

parragon_115x115

Packaging Designer

Parragon Books
pilbrowandpartners

Junior Graphic Designer

Pilbrow & Partners
gardenesque_115x115

Designer

Gardenesque
Hand3 copy

Photography Annual

Showcase your photography work to over a million people in more than 80 countries, across every segment of the creative industry.

Enter here