AOL looks to revive brand with new identity

Mon, 23 Nov 2009 | By Russell Parsons

The fresh brand identity will be introduced next month to coincide with AOL becoming an independent company.

The logo will be constant but the background will change with the aim of reflecting the variety of content AOL offers.

Backgrounds will include a fish, a skateboarder, a Polaroid camera and a high-heel shoe.

Tim Armstrong, chairman and chief executive officer of AOL, claims the new identity, created by Wolff Olins, is “uniquely dynamic”.

“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 says.

News of the brand identity follows recent reports that AOL is planning to cut about a third of its staff. The internet firm says it is asking up to 2,500 staff across all divisions to take buyout packages.

AOL has struggled to make the transition from a subscription-based internet connection service to a media company that generates advertising revenues. Revenues dipped 23% year on year in the third quarter.

It will become independent of Time Warner on 10 December.