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Inspiration / Universal Everything Aol Films

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What do you think?

LukeTonge
10th Dec 2009
10:51 am

1. Typically beautiful!
   Much like their Olympics work it adds a much needed extra dimension to an initially suspect piece of branding… interesting discussion as always on Brand New – http://www.underconsideration.com/brandnew/archives/aol_generation_next.php


Glenn
10th Dec 2009
11:12 am

2. Everything Universal Everything touch turns to gold!


Loz
10th Dec 2009
11:15 am

3. Bit of a tongue twister that glenn! Agreed though!


LukeTonge
10th Dec 2009
11:24 am

4. I’d like it even more if those annoying letters weren’t in the way…


Paul
10th Dec 2009
12:44 pm

5. This looks awfully similar to the UE MTV idents & their advanced beauty project, is their work becoming stagnant already?

   To me, they feel very generic as well, not communicating much about AOL (the new identity doesn’t help matters either) and as with the MTV idents, the effects/filters are overused. I can’t see these aging well at all


BrfDsgn
10th Dec 2009
4:00 pm

6. I quite like the ‘annoying letters’.


LukeTonge
10th Dec 2009
4:41 pm

7. James – I’m just not keen on losing the caps – AOL is an acronym and leads me to think of America Online straight away. Aol. reads like a word… A-ole. A-hole? I’d have preferred aol.


Ryan
10th Dec 2009
5:46 pm

8. The phrase “you can’t polish a turd’ springs to mind…

   There’s no doubt Universal Everything are a talented bunch with some fine work, but I agree with Luke, the letters are in the way and feel like an afterthought.

   I don’t really see the need for the Aol/Yahoo style portal anymore either, does anybody really browse the web like that these days?


James
10th Dec 2009
6:59 pm

9. Ryan, to say ‘the letters get in the way’ is just a moronic comment. The whole point is how the background visual reacts with and reveals the Aol. logo… I would have thought that was obvious and to my eye it’s quite beautiful the way they achieve the ‘reveal’.

   Paul, did you see Matt Pykes, D&AD lecture, if not maybe you should, it think it might help you see this differently. From what he says they developed and programmed their own tool to create such visuals so they could ‘use it again on other projects’… it may look remind you of their other work, but better that than remind you of someone elses.


BrfDsgn
10th Dec 2009
9:32 pm

10. I see what you mean about the change to lowercase Luke, I think it looks better than the previous version, but it doesn’t make much sense.

    I like the way the logo is revealed because of the colour change behind it.


LukeTonge
11th Dec 2009
10:39 am

11. James L – I think its quite obvious to everyone reading this that the letters are meant to be there, white on white allowing the shadow/colour to reveal them gradually – it’s not a case of misunderstanding this, more than the two don’t quite sit together as well as intended – in my opinion. Not helped by the choice of case.


Rollz
11th Dec 2009
10:43 am

12. I don’t really understand these, sorry.

    Aol.. looks weirds with lower case… like it’s not AOL, it’s a different company. That is bad right?

    I just find these don’t communicate anything to me. I honestly havn’t go a clue what Aol do, or what service they provide, I JUST DON”T UNDERSTAND!!


LukeTonge
11th Dec 2009
1:23 pm

13. Update:

    Wolff Olins have posted the work on their web site
    - http://www.wolffolins.com/aol.php

    aol.com is sporting the new look
    - http://www.aol.com/

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