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AOL Unveils New Logo Ahead Of Spinoff

In order to garner an entirely new brand identity ahead of the proposed demerger, AOL has refurbished its logo and intends to unveil the new refreshing look after it is separated from its parent company Time Warner sometime early next month.

The company has announced its brand revamp on Monday, in which it has revealed that it will be functioning as an independent identity soon.

The internet outfit has announced that it would unleash its refreshed brand identity on 10 December, when the firm’s common stocks kick-off trading on Wall Street just a day after Time Warner announced to cast off the company.

Tech website is reporting that the new logo of the company wouldn’t include company’s name in all upper case letters, instead it would be changed to “Aol” followed by a full stop from “AOL”.

“We just liked the look of Aol. - it's visually interesting for the brand. Awareness of the brand is not the problem. We see the dot as a pivot point to show the depth and creativity of the brand”, the website quoted AOL’s chief of staff Maureen Marquess as saying.

In addition to the new look, AOL would also be introducing a number of changes in its operations, and has announced to trim down its workforce by one third over the upcoming few months.

Our Comments

The Time Warner/AOL merger nearly a decade ago must have been one of the most destructive M&As ever value-wise. The stock price of the company has dropped by around 90 percent over the last ten years, wiping off around $300 billion worth of value. To put that into perspective, Google is now worth $184 billion.

Related Links

AOL Previews Brand, Trims Workforce

(Information Week)

AOL taps strategy boutique ahead of Time Warner spin-off

(The Register)

AOL Changes Its Logo, and More

(PC World)

AOL unveils rebranding drive to Aol.

(The Independent)

AOL reveals details of rebrand to Aol.


Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.