AOL Unveils New Brand Identity
Following from their split with Times Warner this month, AOL is now rolling out a fresh brand presence. First revealed in November, the AOL portal now features its updated revamp designed by brand consultancy Wolff Olins. The change is seen as a major move away from the traditional image of AOL as "monolithic and controlling". Among other features, the new look will have a changing background, such as a fish, leaf or hand.
CEO of AOL Tim Armstrong said, "AOL has leading offerings in content, advertising and communications, employees who are hard at work building the products and services that capture the promise of digital media and a highly focused management team with deep internet experience. We have a clear strategy, a focused mission and a firm commitment to delivering value to our shareholders, consumers and partners."
The AOL portal, which will now focus on advertising, content, local and mapping services, is currently causing some controversy by aiming to cut 2,500 staff globally before Christmas.
