AOL

Internet pioneer America Online needed an updated image for the new millennium.

AOL wanted to signal a change, shed perceptions that connected it to its dial-up heritage and link itself to broadband capabilities and a richer on-line experience. Through a process of insight generation, Desgrippes Gobé uncovered the strength of AOL’s emotional connection with customers. Desgrippes Gobé took the original AOL Triangle graphic and gave it a twist- literally. Rotated at a new angle and re-shaped, the AOL triangle graphic pointed toward the future.

The new identity conveyed warmth, optimism and modernity and enhanced the focus on and connection with the consumer.