And the turkey award for branding goes to….
Aol. Period! Yes, AOL’s new brand mark. Aol with a period. Better? It’s reversed out font over images that constantly change. So check out this new “logo”: 
Really? Really. According to the company’s press release and a statement from their CEO, “Our new identity is uniquely dynamic. Our business is focused on creating world-class experiences for consumers and AOL is centered on creative and talented people–employees, partners, and advertisers. 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.”
“uniquely dynamic,” “world-class,” and “clear strategy” get translated into rotating images and the brand acronym with a period? Since when did a period communicate dynamicism??? (Not a word, I know, but since we’re breaking all the rules anyway….) Since when did world-class get communicated by a brand mark that disappears into an image? Since when did a “clear strategy” get communicated by constantly changing images in a “logo”? Since when did reversed out fonts EVER become a good idea? It’s an insult to the world of branding and brand managers everywhere. But hey, let’s give thanks to AOL for giving us all a terrific example of what not to do with our brands.
Happy Thanksgiving, everybody!
Erin, I agree! Awful logo change. Hard to believe. Tiny-izing it. Unimportant - that’s what these
Posted by on 11/30 at 09:49 AMSMALL LETTERS convey. Made smaller, diminished. Period-end.