JKR

AOL is re-branding (presumably to remind us it’s even out there). The solution, from Wolff Olins, will feature myriad different images framing the word mark. Less corporate, more flexible and in tune with the Smörgåsbord nature of the brand. The infinitely flexible nature of the solution is explained by Wolff Olins in the press release “Historically brand identity has been monolithic and controlling, little more than stamping a company name on a product.  AOL is a 21st century media company, with an ambitious vision for the future and new focus on creativity and expression, this required the new brand identity to be open and generous, to invite conversation and collaboration, and to feel credible, but also aspirational.”

While controlled repetition is the common approach to brand building, AOL’s flexible approach is not exactly new. For example, over on The Guardian website is a beautiful slideshow of Hermès scarves. Since 1937 there have been some 2000 unique designs. Each builds the brand by celebrating it in diverse ways. Sometimes being inconsistent is the glue that holds a brand together.