It’s laughable. Seriously. If AOL paid money for the company rebranding on the eve of their split-off from Time Warner, well, they got jobbed. Big time! Wolff Olins, a global brand and innovation consultancy, worked on this new look and logo which seeks to replace the older, more iconic AOL branding.
The thing is over the past few years, AOL has really become a web-content leader with sites like Engadget, Joystick and Cinematical. Why they didn’t take advantage of that, branding themselves for example as the CNN for the digital age or some such thing is beyond me.