Aol. Brand Design Phase 02 – Nice Recovery Guys

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
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Brand Designer


  1. These are so cool. I’ve never really thought of Aol. as an aspirational brand. But at least for me, this new approach to their identity makes me wonder if they’re cooler and more interesting than I thought.

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