Rethinking an existing brand - AOL

AOL (previously known as America Online) is a multinational media corporation, based in New York City, that develops, grows, and invests in brands and websites. In 2009, Wolff Olins helped AOL rethink itself from an internet portal to a content business.

In this film, designer Neil Cummings shows how the new brand identity was created. How big a visual change is needed to get people to rethink their ideas about an organisation? How well does this identity do that job?