Truly Deeply/Madly

You Only Get One Chance to Make a First Brand Impres­sion
So the say­ing goes. And when Aol. launched their new brand iden­tity last year, it was met with the type of dis­grun­tled neg­a­tiv­ity reserved by mar­keters and brand design­ers for big cor­po­rates who make a meal of their oppor­tu­nity to cre­ate a mag­i­cal con­nec­tion with the mar­ket as they tell their new brand story.

How­ever, unlike most big cor­po­rates, Aol. have taken the crit­i­cism on the chin, picked themselves-up and suc­cess­fully strived to get it right the next time around.

Six months after re-designing their brand iden­tity and to coin­cide with their 25th anniver­sary cel­e­bra­tions, AOL has released a “2nd Col­lec­tion” of logos and ani­ma­tions. packed with brand per­son­al­ity Con­spir­ing with a bunch of tal­ented design­ers, illus­tra­tors and ani­ma­tors from around the world, Aol. has suc­cess­fully injected mega-litres of cool into their brand. Organ­i­sa­tions who allow the visual lan­guage of their brand iden­tity to ebb and flow stand a great chance of cre­at­ing some­thing that con­nects with their mar­ket — espe­cially if their mar­ket hap­pens to be aged under thirty five. For these gen­er­a­tions bought-up on fast chang­ing visual inter­face, brands who part­ner with tal­ented artists, design­ers and archi­tects to express the brand story in their own words (designs) are speak­ing to them in their own lan­guage — which ads up to a heady elixir of rel­e­vance and cool.

Peo­ple involved in the Aol. 2nd Col­lec­tion include: Dar­ren Booth, Rachel Thomas, Sarah Stout, GHAVA, James Tay­lor, James Woj­cik, Uni­ver­sal Every­thing, Nathan Fox, Mr Kiji, Helen Mus­sel­white, Robert Samuel Han­son, Phillip Low, Mike Perry, Mark Ver­haa­gen, Kris­t­ian Ham­mer­stad, Jenny Bow­ers, Jon Burg­er­man, Hvass&Hannibal, Hawaii, Harry Malt, Eva Hjelte, Dylan Grif­fin, Dave White, Chrissy Angliker, Celyn, Alan Kitch­ing, Anna Maria, Hunter­Gath­erer, Antoine+Manuel, Genevieve Gauck­ler, Klaus Haa­paniemi, and Siggi Eggertsson.

David Ansett, Bran­da­men­tal­ist
For daily updates of our brand think­ing, fol­low me on Twit­ter
Brand Designer

Tags: Alan Kitching, Anna Maria, Antoine+Manuel, AOL, Aol. 2nd Collection, Brand Agency, Brand Design, brand designers, Brand Identity, Brand Personality, Brand Strategy, brand-designers-Melbourne, brandamentalist, Celyn, Chrissy Angliker, Corporate Image, Darren Booth, Dave Ansett, Dave White, David Ansett, Dylan Griffin, Eva Hjelte, Genevieve Gauckler, GHAVA, Graphic Design Melbourne, Harry Malt, Hawaii, Helen Musselwhite, HunterGatherer, Hvass&Hannibal, James Taylor, James Wojcik, Jenny Bowers, Jon Burgerman, Klaus Haapaniemi, Kristian Hammerstad, Mark Verhaagen, Melbourne Brand Strategy, Mike Perry, Mr Kiji, Nathan Fox, Phillip Low, Rachel Thomas, Robert Samuel Hanson, Sarah Stout, Siggi Eggertsson, Universal Everything, Visual Language

This entry was posted on Monday, June 14th, 2010 at 7:00 am and is filed under Brand Agency, Brand Design, Brand-Storytelling, Corporate Image, Graphic Design Melbourne, Visual Language. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.