AdamKB @ AOL.COM - Weblog

DULLES, VA - October 7, 2004 - "Want a better Internet?" That's the question America Online will be asking in a new brand campaign starting Thursday, October 7, 2004. The comprehensive new advertising campaign is intended to reposition America Online as the service that is truly on the side of the online consumer. It begins with print ads in leading newspapers that outline AOL's commitments to its members.

Do I want a better Internet? Sure. What can AOL do to influence that? Let's read on...

AOL also announced today the first redesign of its logo since 1991, which among other things gives the familiar triangle a more up-to-date look.

I can't seem to find a picture of this logo anywhere. Not at AOL.COM, Corp.AOL.COM, or AOLEPK.com. Adrants has a copy of something they're saying is the now logo, which is the old logo on its side without as much of a swish. Yes, I've found the new AOL Logo Buddy Icon.

The initial print ad, by The Martin Agency, explains eight commitments AOL is making to its members. "Today," the ad says, "we're announcing a series of commitments that will drive our employees to one common goal: to make life online better for our members, and in so doing, to improve their lives." The eight bullets explain AOL's determination to:

* Protect members from online threats
* Safeguard children
* Protect member privacy
* Protect members against spam and scams
* Provide the best communication tools possible
* Provide simple solutions
* Innovate
* Offer comprehensive customer service.

The ads will start as double-page spreads in The New York Times, The Wall Street Journal, and The Washington Post with the series continuing over the course of several weeks.

AOL is very good at some of these things. I hope to see the new campaign spur improvements in others.

On October 11, a series of television ads by BBDO debuts. The commercials bring AOL's commitments to life by highlighting the company's relationship with its members in a more personal way.

In one of the TV commercials, shot on the AOL campus in Dulles, Virginia, an office receptionist looks up to see that a huge crowd of AOL members has turned up at headquarters with ideas on how to make the Internet better.

Are they carrying torches and pitchforks?

In the second ad, an individual AOL member comes to talk with executives about how to improve the Internet. The executives wholeheartedly welcome her ideas.

"This conversation is emblematic of the dialogue between our employees and our members every day," said Joe Redling, Chief Marketing Officer at America Online. "Our members are the heart and soul of AOL, and from them come our best ideas."

Yeah, that's a little weird. And unfortunately worded (AOL can improve its members experience with the Internet, which is a very different thing from actually improving the Internet itself).

Additional episodes will follow, all featuring interactions between "employees" and "members" that show how AOL is listening to members and is committed to being on their side. The ads end with the tag: "Want a better Internet? America Online. Broadband, Wireless, Dialup" to remind consumers that AOL serves members however they connect to the Internet. The ads will air during primetime, late night and cable, with accompanying print and radio.

AOL used to be really good about communicating with customers. I don't think it's as good now, between the scripts and the off-shore support. Hopefully this means that will be improved. Otherwise there's going to be a lot of snickering going on during those commercials.

In conjunction with the new branding effort, and to mark the company's upcoming 20th anniversary, AOL is launching a new logo treatment, the first adjustment to the AOL logo since 1991. The new logo, designed by Desgrippes Gobe', turns the iconic AOL triangle on its side to resemble a forward arrow, with a more contemporary typeface. Says Redling, "By reinterpreting the familiar blue triangle, the new logo preserves the recognizable elements of AOL and literally points a new way forward."

Yep, definitely the new logo. Here's a tidbit: the original AOL logo was based on hands reaching around for a handshake -- a community-centric image. Now we're pointing forward. Okay.

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