I wrote already about the AOL’s rebrand. In that blog entry I focused on a rebrand more as on business reengineering. Also, I briefly touched that AOL’s new identity was widely discussed and on many occasions seen as very controversial. Identity of any brand is just one element what drives brand equity, as it is more complex then just a visual glance. While it’s all-true, AOL’s new brand artwork is at the spotlight of this blog post.

AOL has released their second round of identity artwork. Their work is extravagant, diverse and breaks status quo. It all well fits to what AOL’s CEO Tim Armstrong have said, “AOL was so used to losing that they didn’t know what winning was” and with the rolled out plan by changing company’s culture that includes new talent attraction. Even more, now they have launched a grant program that calls for 25 new creative thinkers. So more groundbreaking stuff to come in a near future.

AOL Brand Idenity Round 2 puts it very straight: This is the future of brand identities already today. Dynamic – breaks a function of motionless. Flexible – adapting various contexts. And remains straight talking.