AOL debuts new logo

AOL, the once internet giant that dominated the online marketplace has introduced a new logo. After breaking ties with Time Warner, the company is looking to reinvent itself as a younger, more hip company.

The new branding, Aol., yes the period is included, is supposed to help changed the image of the failing empire. The company has plans to lay off nearly 1/3 of its workforce by year end due to dwindling sales.

AOL who once boasted a user base of around 27 million users has now fallen to around 6 million; they began to fall when broadband started to take shape across the country. With no frills access to the internet becoming cheaper, their bloated interface and lack of integration with stand-alone browsers left many users unhappy with the service.

The real questions is, will the new logo help revive the company? While AOL attempts to find its new niche in the market place it goes to show that if you want to succeed in the fast moving market place of the internet, you better be willing to change your business model on the fly.


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91 Comments

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That is the worst logo, and I use that term loosely, I have ever seen. It's not even a logo, just a black box with text in it. Why is there a dot at the end?

Edit: Oh goodness, those other logos up there, the fish, etc. Those are real too? I thought Neowin was making a joke.

Wow, there are no words.

That has got to be the stupidest logo EVER for them.. what a pile of crap. That's fine though.. the sooner we are rid of AOL the better.

Dam'n.. I've seen 15$ logos on deviantArt and Grafix Exchange that are way more better than this - at least people have tried. This looks like someone just typed "Aol." with default arial/myriad pro/calibri font and said "hey look at this web2.0 hip-simple-conceptual-minimal logo" that doesn't mean s**t but I'll say that this concept is highly conceptual and artistic.

That has to be one of the mot worst and cheapest logos I've ever seen. On some of them, I can barely read the "Aol." part. Seriously, AOL, come up with a better logo than that, or stick to your original one.

Damn, even I could have "designed" (and I use that term loosely) that. What a horrible excuse for a logo.

Wow... how awful. They should have asked for feedback from their users at least. I thought their old logo was pretty neat... had potential to be modernized if it needed to.

It's like it was designed in Word... or Paint... XD

Wonder if the "hip, younger generation" even knows what AOL stands for? Or they even care?

Want to rebrand properly, change your name. Logos don't do it.

soLoredd said,
Wonder if the "hip, younger generation" even knows what AOL stands for? Or they even care?

Want to rebrand properly, change your name. Logos don't do it.

Aol. would have to change their company structure, software, services, and staff...

Krome said,
Probably a million dollar per letter, including the period.
I bet some AOL executive said: We could save 2 million on design of our new logo. Just pay me half of if. 1 hour later after long struggle with Microsoft Word viola - new AOL logo!

It'll take more than fullstop for me to forget how terrible AOL are!

Is it just me or are the design company that came up with this 'new' logo, laughing all the way to the bank?

Mike Chipshop said,
It'll take more than fullstop for me to forget how terrible AOL are!

Is it just me or are the design company that came up with this 'new' logo, laughing all the way to the bank?

I'd love to know who it was.

Arial Black font = check!
Stock photo = check!

On the bright side or us logo designers, if this is all it takes to rebrand a company for 2010, then I think there will be tonnes of money to be made from the gazillion fonts and stock photo choices available.

AOL are terrible for many reasons, but my Gran loves them ... so for the right market, is it so bad? She gets solid internet, which I didn't get from my last two ISP's (but do now I'm on cable broadband), and she doesn't pay a bad price. I dunno, this logo isn't too bad either.

neufuse said,
this is how many times they've change their logo now to try to get people back?

Yet they never change the company or it's services... There are so many problems with Aol. that I'm not sure where I would even start, and THIS is their solution? Sad...

BigBoobLover said,
The floppy disks used to be useful as well, especially for making boot disks.

I think they learn a lesson this time and they will equip every LOL USB sticks (oops I mean Aol.) with bloatware that you can't get rid off easily.

Krome said,
I think they learn a lesson this time and they will equip every LOL USB sticks (oops I mean Aol.) with bloatware that you can't get rid off easily.

Well, if Aol.'s involved, the bloatware is to be assumed... LOL

Never mind that AOL destroyed itself by its awful bloated browser. The thing that really makes me twitch with irritation in this new logo (and I've no doubt it's intentional) is the extra black space on the right. It just looks unbalanced and makes me feel uncomfortable. Not what a logo ought to be doing. Without that issue, the logo is clean and simple, adaptable to a multitude of colours and uses, and actually very clever. I'll put a fair bet that the white-on-black configuration will rarely be the colours in which the logo is seen when in use...

So their logo is white text over random results for Google/Bing Image searches?

More time and thought went into Sesame Street's.

When I see the new A O L logo all I can really see is L O L.

If they want to stop being a joke they are going to have to do better than that.

Umm, how does AOL (Aol.) still have 6 million users? I know there are a lot of stupid people in this country, but come on!

ahahaha... that's hilarious statement there... It was my exact thought towards people who joined the so called "social community sites" posting their pictures and sensitive informations.

I think they should re-phrase that. It's probably not 6 million paying customers. It's probably 6 million customers period. You can be a customer without paying for anything. They give away AOL accounts the last time I checked. I would love to know how many paying customers they have.

VTSV said,
Umm, how does AOL (Aol.) still have 6 million users? I know there are a lot of stupid people in this country, but come on!

Yeah, I was thinking the same thing. Overpriced, and they never expanded beyond dial up... How does a company even survive this long by not looking to the future?

maybe I should leave my IT-related job and become AOL's new branding manager.
seems like they are impressed by any type of poop you show them

morficus said,
maybe I should leave my IT-related job and become AOL's new branding manager.
seems like they are impressed by any type of poop you show them

Yeah, and you can work there for about 3 months before they go belly up... Then back to that IT job... LOL

Well, rebranding is VERY costly - this will please those being made redundant just before Christmas!

Now, just overlaying it onto random images? Someone just made a lot of money doing very little!

njlouch said,
Well, rebranding is VERY costly - this will please those being made redundant just before Christmas!

Now, just overlaying it onto random images? Someone just made a lot of money doing very little!

Indeed. And why wold you just put a font like that over random images anyway? I can barely read it...

Just when I thought it couldn't get any worse.

"Aol." Just looks improper, to be honest, not to mention the fact that it won't make you look any better then you already are.

bangbang023 said,
Even I think this is a dumb logo and I've been a defender of the company.

Used AOL from Jan 95- some point in 2003. and that new logo looks like lol so is Aol laughing?

i'm a graphics designer, but this is just wrong. I know these simple stuff are 'hip' a.t.m., but this looks like a Gas / Oil company logo

busyanuj said,
it seems more like AoI, not AoL

i never noticed that til you said it. lol , it does look that way.

but the new logo does look alot worse than the one there using now.

but AOL is going down as the article said, there software is to bloated. the last time i used AOL i believe was sometime in 1997ish (give or take a little)

bangbang023 said,
Even I think this is a dumb logo and I've been a defender of the company.

Yeah. Worst logo redesign EVER... That's just horrendous... And what is with the image of their logo over images? I hope that isn't their marketing campaign. You can't even read the logo...

This is almost as bad as SyFy.

Who are these people at these corporations who come up with these things? I think they're completely out of touch with reality.

Chrono951 said,
Period. is. dumb.

I really don't know what their marketing department is thinking. I hate to say it, but iAOL would have been better. Perhaps making a better product at a reasonable price would help more. Oh well. Good luck with the period.