It seems like everyone loves a new logo

It seems like everyone loves a new logo

You need not be involved in the marketing business to have heard that AOL is becoming Aol. with a whole new corporate identity and logo and we’re assuming brand strategy.

No, you didn’t notice it when you logged on to because they’ve yet to officially unveil the new look that comes on the heals of AOL spinning off from Time Warner. You also didn’t have to read it on the multitude of design blogs that tend to cover this sort of topic ad nauseum. No, it was right there in the New York Times, Wall Street Journal, New York Daily News , Huffington Post and thousands of other outlets that likely picked it up off the AP.

I find it interesting that a logo re-design by a company that has continuously lost relevance over the years receives this much attention in the mainstream media. It unfortunately instills in the minds of people who read these articles that the brand is the logo or the logo is the brand. However you want to look at it, articles like this just skim the surface and continue to reveal why there’s such a disconnect between business, brand strategy and design.

Why aren’t these articles taking a deeper look into the brand strategy and the reasons for the spin-off of AOL from Time Warner? Why don’t they ask what this new creative direction is going to do for the company and how it’s going to be implemented into everything moving forward? Instead, we see a bunch of Aol.’s slapped on top of what appears to be stock photography. What is the context in which this new logo will live? We really don’t know. Unfortunately all anybody cares about is the new logo and whether they hate it or not. Personally, I don’t have an opinion one way or the other because I don’t have a clue what Aol. is trying to achieve.

If Aol.’s new strategy (whatever it may be) is successful and they return to prominence alongside today’s Twitters and Facebooks, nobody’s going to care what the logo looks like. Right?


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