Another batch of Wolff Olins snake oil
November 23, 2009
AOL (or, I guess, Aol.) revealed a new logo treatment today.
You can look elsewhere to see what the overall consensus is. (My take: What. A. Joke.)
That being said, there’s a bit of inconsistency that proves Wolff Olins’ ability to b.s. their way through a logo design.
“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.” said Karl Heiselman, CEO of Wolff Olins.
Their solution, naturally: stamp the company name onto a handful of stock images.
Come on, guys. After the London 2012 debacle, don’t you think we should be trying a little harder? I mean, THE LEAST YOU COULD DO is make sure the fluffy, inspirational quote defending your work isn’t at odds with the nature of the work itself.
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