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Rethinking an existing brand – AOL

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?

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The Secret Power of Brands

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