What’s Behind The Aol. Logo?
AOL – um, Aol. – just unveiled their new logo (which will have changing backgrounds, such as the cute fish). Some call it lame, others like it. I’d be more concerned – if I were an Aol. marketer (or stockholder) – with what’s going on behind the logo.
What’s happening with product development? How are we addressing the perception that we’re “your Dad’s Internet”… or “the My Little Pony of Internet brands?” [I don't think the fish is gonna help with that one]…or that our (old people) users are “clueless?” (aol. still have millions of ‘em, and some must have at least one clue…but how to keep them when they get two?) And, how are those “creative” images going to play in other countries? (AOL has made cultural missteps before, such as in Latin America.)
Not to mention that period drives old English majors crazy. It’s. just. wrong. to misuse a period. like that….;-)
The period is an important addition, according to Maurine Sullivan, chief of staff for AOL. “The period is really a pivot point to show the breadth and depth of our content and products that we are focused on delivering,” she says. It shows that we are standing behind the AOL brand, and the period invokes that.”
Wow. That’s a lot to ask from one little dot…
Related Post: Would You Do Business With BobJack258@aol.com?
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Can you imagine how many hours the “branding experts” must have spent on the dot? This branding orientation just makes me embarrassed to be a marketer. You’re right; they have to work on their products and their message, not their logo.
Instead of being “the loser’s internet” as they are today (or “Oh, is AOL still in business” as my friends say), they should reposition and develop for “the family friendly internet. We protect your kids from porn.”
But no, they’ll stumble around for a few more years, trying to be a ‘brand’ until they finally realize that they missed it again.
I think it’s genius, like Rorschach on crack!
Look at the goldfish. It says many things:
1) It’s a big world, and I am happy in my little bowl.
2) I require care and nurture, or I will die in my own poopy water.
3) I am not very smart.
4) Your children will kill me.
5) Then they will flush me.
6) You will know when it is time to flush me, because I will float.
7) Like poop.
Then… once everyone understands what the logo is really about, they can change to something else.
Brilliant!
Well, at least we don’t have to wonder why marketing often doesn’t get much respect.
The most creative part of all this, in my opinion, is the explanation of the period. Priceless hoo-ha.
Isaac,
You’re Brilliant! And so they should continue. An armadillo would be a good fit as well.
1. I’m blind.
2. I’m slow-moving
3. I’m not very smart
4. You’ll run over me
etc.