AOL to Unveil New Logo Following Next Month's Spinoff

Authored by Mark Hefflinger on November 23, 2009 - 8:42am.

New York - Hoping to reinvigorate its business, AOL said that it plans to alter its logo beginning Dec. 10, the day after the completion of its scheduled spinoff from parent Time Warner (NYSE: TWX).

The company plans to abandon its iconic triangle logo in favor of the letters "Aol." including the period.

And while the letters themselves will remain constant, their background will continuously change, flashing various images meant to suggest the vastness of the company's online content, according to The New York Times.

"Historically brand identity has been monolithic and controlling, little more than stamping a company name on a product," said Karl Heiselman, the CEO of brand consultancy Wolff Olins, with whom AOL partnered on the project.

Heiselman said that the idea is to portray AOL as a "21st century media company, with an ambitious vision for the future and new focus on creativity and expression."

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http://www.nytimes.com/2009/11/23/business/media/23adcol.html