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AOL revamps logo ahead of Time Warner spin-off

Mon Nov 23 2009, 09:09 AM UTC

AOL is revamping its logo in a bid to shake off its formal image ahead of its spin-off from parent company Time Warner. The company is trying to reinvent itself as a next generation media firm with a "new focus on creativity and expression". AOL is leaving behind the triangle and capitalised ‘AOL’ that consumers around the world have come to recognise and will now use the logo ‘Aol.’ It will be accompanied by an ever-changing roster of images, including a goldfish, a head banger and a high-heel shoe.

AOL hopes the revamp will help it overcome obstacles such as the waning popularity of its subscription service, a depleting workforce and falling ad revenues. CEO Tim Armstrong says there were doubts as to whether the company should even stick with the name AOL.

The unveiling follows AOL's voluntary layoff proposal, which hopes to find 2,500 employees to apply for voluntary redundancy. The business hopes this will save USD300m in annual operating costs.