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AOL Rebrand Ahead of Time Warner Spin Out
AOL is preparing to go it alone once again. After nearly a decade locked in a failed merger with Time Warner, AOL is rebranding to maximise online advertising revenues and news content.
Revenues from AOL’s rapidly declining internet subscription service dropped by 28 per cent in the first three quarters of 2009 compared with 2008. With unique visitors down by 11 per cent in October, AOL is struggling to maintain its place in the online market and is in desperate need of reinvention.
The first (and clearly very important) step AOL has taken to renovate its image is to go from boring capitalisation “AOL” to edgy and exciting lower case “Aol.” The company has then invested in a flashy advert which shows off the dynamic and changing landscape of its new content.
“The constantly changing images behind the logo are also intended to elicit surprise,” creative director Sam Wilson said according to The Guardian. Industry reaction was certainly one of surprise. Oliver Reichnestein, creative director of Information Architects Inc in Tokyo explained: “If the goal of the redesign was to illustrate how the company is slowly vanishing from the fast changing digital surface of the planet, I’d say: Job well done.”
AOL, or Aol. plan to invest revenues from internet subscriptions to make popular news content which will use keywords and Search Engine Optimisation to climb the Google rankings. The spin-out is due 10 December, and then AOL are on their own.
News and Public Relations news posted by Lily Townsend on 03 December 2009
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