Brand New make their best and worst identity and logo selections for 2009. It comes as a surprise to me though to learn that the new AOL logo wins their highest accolade.
Hold the rotten tomatoes. I agree, AOL is neither technically nor aesthetically the best logo or identity of the year. But no identity will have a bigger impact in the evolution of a brand as AOL’s. Most companies brand to match their audience, AOL is branding to create a new audience. The name may conjure the 1990s but the identity is twenty-first century all the way. Wolff Olins may be the punchline for many designers but, even if you don’t know it or care to admit it, they are having the last laugh.
And on the subject of old and new logos, here’s a look at different IBM letterheads over the years.
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