America Online Josh Aman Adam Bryan Joe Gardner
History • Founded in 1985 as Quantum Computer Services, renamed in 1991 • Tried to rebrand by renaming AOL • Peaked 27 Million users in 2002 • Growth started to dwindle in 2001 • Video
New York Times Article November 22nd “AOL Revamping Its Logo, Hoping to Revive the Brand “
Summary of Article • AOL is ditching the odd-looking triangle logo • Video • New Logo Features • The new brand identity will be fully unveiled on December 10th • “AOL had such a clear meaning in the early days of the Internet,”
Summary of Article • Big Question: Should AOL stick with the brand name? • “AOL is one of the most powerful brands on the planet” • Now its just a matter of what they do with it.
What is the new logo supposed to mean? • “Our new identity is uniquely dynamic” • The period in the logo was added to suggest “confidence, completeness,” • “AOL is the place to go for the best content online, period.”
Successful? • Is simply changing the logo going to really going to change their image? • Do you like this advertising scheme? • Is AOL relevant for today’s internet options
Sources • http://topics.nytimes.com/top/news/business/companies/aol/index.html?inline=nyt-org • http://www.nytimes.com/2009/11/20/technology/companies/20aol.html • http://corp.aol.com/press-releases/2009/11/aol-previews-new-brand-identity-its-future-independent-content-driven-company