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A few weeks ago, AOL (or is it Aol.) gave us a preview of the new (much talked about) rebrand. The new AOL brand “expresses commitment to stimulating content, openness, and inclusion”. The new branding package includes a new simpler logotype, revealed by ever changing images.
This is a small departure from our television branding focus, but as more advertising agencies leverage motion graphics/creative shops for moving picture & branding expertise- our influence on global creative campaigns can only grow.
AOL has been working with Wolff Olins in translating the vision into a new brand platform for their business. The identity itself “is a platform for expression and creativity reflecting the content, products and services which AOL offers.” A few creative shops were commissioned for the assignment including these spots from NY-based direction and design studio GHAVA.
Art & Business of Motion 
Not entirely sure what I think of the campaign yet, but if AOL wanted a fresh start, they sure got it.
I like the fresh typeface. I think perhaps many people are jaded because of the history we all have with aol. Perhaps they just wanted a fresh start to their new faced company.
Aol. Another olins loser.
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Pingback: Phase 2 of Aol’s Massive Rebrand Revealed « Art & Business of Motion