Branding Wolff Olins, AOL squeeze fresh bile
As I said, Wolff Olins makes people blow a fuse again, this time over AOL's rebranding (operational from December 10 when AOL begins trading on the New York Stock Exchange as a separate company). Cogitation:
- 'trying way too hard to be modern' —MTLB
- 'somebody had to pay Wolff Olins, no?' —Fast Company.
- 'whatever. Isn't that goldfish cute?' —CNET
- 'there's a fish and a hand which likely wouldn't be drawn by kindergarten students' —Strategic Name Development
- 'it’s obvious, I don’t care for the new Aol. identity' —Liquid Brand Exchange
I'm confused. Is this how experts talk?
Update: Armin steps in, doesn't throw his weight around.
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iancu:
'Wait and see' is a great strategy in general, but especially when it comes to Wolff Olins' work. They've proven for quite a few times that the logo means nothing compared to the whole visual identity.
I'm looking forward for their case study :)