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BtoB

America Online launches branding campaign

Published on .

Dulles, Va.--America Online on Thursday kicked off a multimedia branding campaign, including print, radio and TV ads.

As part of the campaign, the ISP will introduce its first logo redesign in 13 years. The campaign's tagline is: "Want a better Internet?"

In its initial print ad, created by the Martin Agency, Richmond, Va., AOL takes a paternal tone, emphasizing its commitment to protect members from online threats, safeguard children, protect member privacy and protect members against spam and scams. Double-page spreads will appear in The New York Times, The Wall Street Journal and the Washington Post and run for several weeks.

On Monday, a series of episodic TV ads, from BBDO New York, will debut.

The new logo was designed by Desgrippes Gobé, New York. It turns the AOL triangle on its side to resemble a forward arrow and features a more contemporary typeface, AOL said.

--Carol Krol

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