AOL looks to revive brand with new identity

AOL has unveiled a new logo as the internet company looks to revive its fortunes in advance of its spinoff from Time Warner.

The fresh brand identity will be introduced next month to coincide with AOL becoming an independent company.

The logo will be constant but the background will change with the aim of reflecting the variety of content AOL offers.

Backgrounds will include a fish, a skateboarder, a Polaroid camera and a high-heel shoe.

Tim Armstrong, chairman and chief executive officer of AOL, claims the new identity, created by Wolff Olins, is “uniquely dynamic”.

“We have a clear strategy that we are passionate about and we plan on standing behind the AOL brand as we take the company into the next decade,” he says.

News of the brand identity follows recent reports that AOL is planning to cut about a third of its staff. The internet firm says it is asking up to 2,500 staff across all divisions to take buyout packages.

AOL has struggled to make the transition from a subscription-based internet connection service to a media company that generates advertising revenues. Revenues dipped 23% year on year in the third quarter.

It will become independent of Time Warner on 10 December.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here