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Broadband provider AOL has previewed its new identity – Aol. - as it returns to its status as an independent firm after eight years.

In light of its renewed mission to create "the world's most simple and stimulating content and online experiences", the internet service provider's branding is being modernised.

According to the firm – which is splitting from Time Warner - the new Aol. identity is "a simple, confident logotype, revealed by ever-changing images".

Tim Armstrong, Chairman and Chief Executive Officer at the broadband provider, said the business is focused on creating world-class experiences for consumers.

He added: "We have a clear strategy that we are passionate about and we plan on standing behind the AOL brand as we take the company into the next decade."

Karl Heiselman, Chief Executive of innovation consultancy Wolff Olins, which has worked with AOL on the project, said that as a 21st century media company with "an ambitious vision for the future", the firm required its new brand identity to be "open and generous, to invite conversation and collaboration, and to feel credible, but also aspirational".

AOL – known at the time as America Online - completed a merger with Time Warner in 2001.

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