Feeds

AOL taps strategy boutique ahead of Time Warner spin-off

Dotty logo revamp strikes bum note

Internet Security Threat Report 2014

AOL has revamped its logo and plans to launch the new look after its parent company Time Warner dumps the struggling web outfit early next month.

AOL logos

What starts with A, ends in L and has a big fat O in the middle?

The firm, like an ageing divorcee whose husband ran off with a younger, leggier mistress, announced its brand overhaul in a statement today, in which it declared its singleton independence.

AOL said it would unveil its new brand on 10 December, when the company's common stock begins trading on Wall Street a day after Time Warner is set to shake off the firm.

“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," opined AOL chairman and CEO Tim Armstrong.

"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.”

He didn't reveal how much the makeover, which was carried out by consultancy outfit Wolff Olins, cost AOL.

The new logo sees the 'O' and 'L' shifted to lowercase and a fullstop has been added onto the end of it, making it Aol. And before you all chime in with silly childish remarks about the new look... Yes, we know that when read out loud the logo sounds a bit like A'ole now.

Returning to the strategy boutique, Wolff Olins CEO prefers to describe the revamp in more perky terms.

“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.”

We'll drink to that. Bottoms up. ®

Providing a secure and efficient Helpdesk

More from The Register

next story
Doctor Who's Flatline: Cool monsters, yes, but utterly limp subplots
We know what the Doctor does, stop going on about it already
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
'Cowardly, venomous trolls' threatened with TWO-YEAR sentences for menacing posts
UK government: 'Taking a stand against a baying cyber-mob'
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
The 'fun-nification' of computer education – good idea?
Compulsory code schools, luvvies love it, but what about Maths and Physics?
Ex-US Navy fighter pilot MIT prof: Drones beat humans - I should know
'Missy' Cummings on UAVs, smartcars and dying from boredom
Sysadmin with EBOLA? Gartner's issued advice to debug your biz
Start hoarding cleaning supplies, analyst firm says, and assume your team will scatter
Don't bother telling people if you lose their data, say Euro bods
You read that right – with the proviso that it's encrypted
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.