AOL – the internet giant seeks a new corporate identity with Leo Burnett

Posted on 06 September 2009 by BMMBoxer

The American Internet Giant recently hired Leo Burnett USA to refresh the brand and provide it a new corporate identity.

According to the company officials, the company name will remain intact while the new AOL logo will be revealed by the end of the fourth quarter. The whole process aims to bring more energy and life to the brand, which is currently facing a dip in its usage, according to ComScore data.

The move comes after AOL in July quietly reached out to five agencies, a mix of large, traditional ad firms and small design shops, in what AOL Chief Operating Officer Kim Partoll calls “a much accelerated pitch process.” Agencies had two weeks to respond to AOL’s request for proposals, and the company spent about a week deliberating.

Leo Burnett was among multiple agencies that participated in a closed request for proposal process and was ultimately selected as the best strategic and creative fit for its track record in building world class brands, according to Partoll.
Marketing budget for the assignment was not disclosed, but Ms. Partoll said it’s “a small budget by any brand company’s marker.”

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