Biggest bit of branding bull of 2009: Aol. ?

Just when I thought 2009 was going to end without a really BIG example of brand bollocks, the troubled internet service provider (ISP) AOL and their design agency Wolf Olins* have saved the day. A big bash at the New York Stock Exhange announced the new brand identity as part of AOL's offical divorce from its catasrophic $160billion 2000 marriage to Time Warner.

[*Wolf Olins are not new to this sort of stuff, having created the bizarre and much-hated brand identity for the 2012 London Olympics, that I posted on here. A whopping 45,000 people signed an online petition to ditch that one.]

The 1st bit of big news is, wait for it, that AOL has become Aol.

The O and L have gone lower case. And there's a "." at the end.

I know. You couldn't make it up if you tried.

The "blink and you'd miss it" change to the name is accompanied by the 1st ever "invisible brand". The brand name only appears when it is put onto a background. An initial set of images has been produced, and the idea is that consumers and creative types will suggest their own. Apparently this is about the content on AOL (sorry, Aol.) being the big thing.

Isn't this a bit of a crap idea? Many online bloggers and commentators seem to think so, as shown by the following takes on the Aol. identity:

 

Here are my issues with this:

1. It makes the brand invisible, giving up on it and saying the content is more important than the brand. This is a bland logo not a brand logo. In a way, this a just fate for what is a broken brand and business. AOL’s subscriber base has fallen from 27 million in 2002 to 5.4 million at the end of the 3rd quarter of 2009, according to Times Online.

2. Wolf Olins again over-sell a new logo as a new "brand". Interestingly, on their website Wolf Ollins are now using a term we coined 9 years ago: “brand-led business”. They talk about branding being about big ideas that help inspire and guide change in the whole business, not just the image wrapper. But then they fail to walk this talk by trumpeting new logos as "brands".

3. The new logo appears to have been slapped on. The other problem with the Aol. re-launch is that the website, at least in the UK, looks very boring and un-inspiring. The new logo sits uncomfortably on a background of scrawl in the top-left of the site. Identity should not just be about the logo, but rather the whole look and feel of the site.

In conclusion, a new brand identity can be effective as a symbol of change. But the focus should be on the added value for customers from a change in the business, not on the bloody logo. And if you are going to change logo, make it a bold and striking, not invisible like Aol.

Comments

[tods outlet]

I wonder how you got so good. This is really a fascinating blog, lots of stuff that I can Get into. One thing I just want to say is that your Blog is so perfect!

[isabel marant outlet]

I wonder how you got so good. This is really a fascinating blog, lots of stuff that I can Get into. One thing I just want to say is that your Blog is so perfect!

[Kevin]

I'm really digngig it.Definitely a Modern spin on the Retro logo. Trying to give it an edgier look without Going TOO hard like the futuristic angry bird we've had for the last few years.I'm also really digngig the Strength of the Blue. It's Rich like the pride of Toronto. Furthermore, even greater emphasis on the leaf. Not being afraid to let you know that we're from Canada and we're proud.

[Claire]

AOL as one of the top internet service providers is the biggest load of bull. do you know of anyone that actually uses them anymore. To think that they were worth $160bn is just madness!

[Evan J.]

Considering the company I work for, the redesign is just sad.

I hate to see good money die.

[NFL Jerseys]

Seriously, I just don't get this defense about it being some futuristic design we will look back on as brilliant in a few years' time. It's a non-logo for a non-brand. My guess: Aol. will be dead and buried before the next re-design.

[Hughesnet Broadband]

AOL 2009 branding bull are designed very well. I like all the designs of it,thanks for sharing this post.

[business logo]

AOL 2009 branding bull are designed very well. I like all the designs of it.

[custom logo design]

This is really a AOL biggest branding bull of 2009. AOL is one of the top internet service provider. However they are providing their services in some countries but the whole world recognize AOL

[Sam Pierce]

What a utilization of tools and effects you did, It's really amazing work, I am inspired by your work and obviously this blog is perfect.

Custom Logo Design

[Logo Design]

That is great....

[David Taylor (brandgym)]

Bash, tx for the link. I agree more with the comments left on the blog post you link to ;-) : "Another entry in the recent spat of brands whose logos rely on some bizarrely assorted array of images to convey and carry their brand. It’s shit".

Seriously, I just don't get this defense about it being some futuristic design we will look back on as brilliant in a few years' time. It's a non-logo for a non-brand. My guess: Aol. will be dead and buried before the next re-design.

[Bash]

interesting that Brand New named AOLthe #1 best brand identity of 2009. see link below for full article...

http://www.underconsideration.com/brandnew/archives/the_best_and_worst_identities_of_2009.php

[Mat]

It's a bold idea but also fail. But it was bold....

[Nick]

This is insane, it makes the entire marketing profession look like a joke when a company undergoes one of these nonsense "rebranding" campaigns. How many designers, marketers, and developers are hoping for work while Aol throws away the hundreds of thousands of dollars on this new logo?

Thank you for shedding some common sense on this subject.