To coincide with its de-coupling from Time Warner and its shares being offered on the NYSE, AOL is unveiling a new logo. Designed by Wolff Olins, the new ID re-imagines AOL as Aol. (the period is part of the logo, not just an indicator that the sentence has ended, which it hasn't), and the lower case letters are designed to be viewed against a backdrop of different images.
Aol. describes its new logo as "a simple, confident logotype, revealed by ever-changing images. It's one consistent logo with countless ways to reveal."
How do you describe it?
Do the lower case letters and period make AOL seem hip and definitive?
Is it trying too hard? Or not trying hard enough?
Rate the logo below.