TIME WARNER UNVEILS NEW LOGO

Company Pushes Into Future With Return to the Past

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NEW YORK (AdAge.com) -- Time Warner, the world's largest media company, officially began using its new
The new Time Warner logo released today.
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name and released its new logo today.

Stock symbol
The company, formerly AOL Time Warner, also changed its symbol on the New York Stock Exchange from "AOL" to "TWX," the symbol the media giant used before its merger with AOL. Shares of TWX begin trading today.

The Web domain aoltimewarner.com that was the corporation's primary Internet address is now routing all traffic to a new domain, timewarner.com.

The corporate board approved the name change on Sept. 18 and said it was taking the action to help the troubled America Online Internet service better focus on its own brand identity.

Return to past
The new graphics represent a return to the past, echoing the company's traditional look prior to its disastrous merger with AOL.

The company last month hired Lippincott Mercer of New York to work on the brand identity change. No billings were disclosed. A Time Warner spokeswoman today said no new brand identity ad campaigns targeting investors and shareholders were planned.

Time Warner divisions are moving quickly to change collateral, signs, business cards and other materials.

Suffered mightily
The old Time Warner joined with Internet service AOL in 2000 at the height of the dot-com boom. Both entities suffered mightily in the wake of that move.

Time Warner decided to stay with blue as its corporate color though it reviewed a variety of options with Lippincott.

"The focus of the effort was to reinforce the presentation of the Time Warner name as the parent company identity," said Ken Roberts, CEO of Lippincott Mercer. "The exploration that we did was really designed to reinforce the feeling of a parent."

Mr. Roberts said the design eliminated the two rules above and below the corporate name. "It had the look and feel of an old masthead to it."

Subtle changes
The new logo employs a classic Bodoni typeface, with a slightly heavier weight to it than either the AOL Time Warner or the pre-merger Time Warner logos. The blue color is slightly richer than before.

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