When I first read the New York Times article about the new AOL logo on Monday, I thought to myself, “That company is still around? Who uses it?” Then I thought “That new logo looks like a dog poo.”
I tried to give it the benefit of the doubt as it is a very different kind of brand identity. It is described as “uniquely dynamic” and “a simple, confident logotype, revealed by ever-changing images. It’s one consistent logo with countless ways to reveal” on the AOL Corporate Site. It appears that the logotype will remain constant but the backgrounds behind the logo will always be changing in an effort to suggest the depth and extent of AOL’s content. Cool idea. Even kind of MTV like. But to me it falls short.
The logotype is boring, uninspired and does not make sense. Is it an acronym? Is it a sentence? It has a capital letter and a period. Is it a really a logo or is it just some keyed letters on top of a bunch of stock photos? Is it design or art? Is it’s purpose to generate a lot of attention and press because it is so bad?
At least there isn’t a drop shadow.