Aol's new logo? Clipart?
AOL's New Logo
If you haven't heard, AOL has rebranded with a new logo, and boy, what a miss.
So what you have above is the new logo for AOL, or should I say, Aol. Yea, that's right, Aol. First of all, they also added a period, so I cannot refer to them in the middle of a sentence, I can only refer to them at the end of a sentence. I'll do my best.
They also lowercased the "o" and the "l". I guess they wanted to take away some emphasis from the online component? Really, how irrelevant is the fact that they are, "online". Everyone is online now. So I think that was a good idea.
And for some reason, they have a changing background of stock images. A goldfish, rocker hand sign, blue swirly thingy, pink smokey cloud, crazy exploding head, green scribble. I have one comment, Wtf? Those of you who don't know what that means, sorry, I can't elaborate.
Where do I start?
Wow, I don't know where to start commenting. For a brand in as serious trouble as Aol. (Shoot, ended my sentence prematurely!) For a brand as troubled as they are, considering how irrelevant ISP's are now, there is serious rethinking that is needed to be done for the brand of Aol. The logo says nothing to me about who they are or what they are doing. I'm very curious to see how they position themselves in the next few months.
If they don't reposition themselves to be relevant and useful to the new Internet community, I wouldn't be surprised if they are gone in the next year or so.
I see the logo as just the type treatment and the backgrounds simply as usage specifications. While I think they missed completely, I do like the dynamic of colours on the multiple of items.
It's all in the positioning.
It's all in the positioning. To position themselves, they need to become relevant, because without relevance, the logo is irrelevant. And finally, to be relevant, they seriously need to innovate. If they simply feed us what all the other websites are feeding us, as in Aol.Classifieds or Aol.Personals, big deal. We have that already They need to give us something new. We'll see what they do next year. Innovate or Die Aol.
Your input please.
Let me know what you think. Leave a comment below.
Ciao,
Robert Scozzari RGD
