AOL announced in early 2009 that it would become an independent business separate from parent company Time Warner. As a new independent business, AOL aimed to offer online content, products, and services for consumers, publishers, and advertisers. AOL hired Wolff Olins to help develop a new brand identity that expressed AOL's mission to entertain and connect the world through extraordinary content experiences rather than more conventional offerings. Wolff Olins worked with AOL to create a brand identity that set AOL apart from other media businesses and embraced change. AOL's new identity launched in December 2009 and has helped AOL attract new audiences and stay relevant to existing customers as it transitions from a focus on access to online content.

1. AOL: From access
to content
In early 2009, global web services business AOL announced its
departure from parent company Time Warner. Still under the name
RENEWED of AOL, the new independent business would offer online content,
products and services for consumers, publishers and advertisers.
AOL asked Wolff Olins to help it reach out to new audiences, stay
relevant to existing customers, and create a brand for a 21st
century media company.
Not more of the same
entertain and connect the world – not with more of the same but
with extraordinary content experiences. Wolff Olins worked with
AOL to develop a brand identity that expresses this mission. The
identity separates AOL from other media businesses and embraces
changeable, and the name ‘AOL’ is revealed through ever-changing
images. Some of the world’s best creative artists, including
animations for the brand.
Ready to disrupt AOL’s new identity launched in December 2009 and has already
AOL is making its new brand real through new ventures. AOL has
left its old world of access, entered the new world of content - and
is ready to disrupt the whole media industry.
Wolff Olins
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