Exactly what was AOL thinking when they redesigned the new bunch of logos instead of one. It makes me feel either the brand identity got lost somewhere in too many meanings or they are simply not worried into ‘single brand identity’ and wish to capture all the possible things in the world, which does not go well with the users.
- How does ‘Aol.’ expect users to remember so multi-facet brand?
- What impression it leaves in the mind of users?
- Above all what kind of users are they targeting at? (maybe the answer is not even clear with the AOL team)
Variety of new Aol. branding logos
Aol. – New AOL logo has moved away from all caps, supported with a Dot in the end and graphics in the background. The variety of new logos look like graphical icons to me and no more resemble the logo styling.
Logos as themes
These Aol. graphic based logo can be applied as themes directly from the official site. Some graphic styled free flowing themes look good as they add spark to the page, to mention few Green splash, Blue classic, Kaleidoscope and Pink Swirls theme - full of vibrancy yet not dominating the content area, perfect balance of vibrant pink color being neutralized with a shade of gray.
While others get disturbing for user to concentrate on content – Brains theme does not go very well with the users – looks like a squashed bird with her tongue hanging out
Monster theme looks bizarre to me, while Stiletto and Sprout themes seem useless – I mean who would like to have a big stiletto on their screen.
What the company says?
AOL CEO Tim Armstrong, told paidcontent.org – AOL is moving away from a monolithic brand and towards what he calls “Aol Dot.” The dot in the new logos will be a ‘pivot point’ that shows AOL plus something else—Aol.Music, Aol.Asylum, Aol.MapQuest and so on. But hey! in few of the new Aol. logos the “Dot” is hardly visible.
The AOL (America On line) earlier logo we have been seeing since years was reflecting its association with dial-up-services and the new series depict (or expected to depict)that AOL is part of the web now, not on its own. AOL is seeking branding help from the legendary agency Leo Burnett
In this era of multi-cuisine brand identity established by AOL, there is a buzz around – what we are seeing is just branding teaser and final one is still to come.