Meet the New AOL Logo: “Aol.” (Plus the Press Release)

The new AOL will differ than the old one in several ways: New boss, smaller headcount, different owners.

So, of course, it also gets a new logo. This one will look awfully familiar, since it is the same trio of well-known letters, and if you’re not paying attention you won’t notice a thing.

But look closely:

See? Yup: Two lower-case letters and a period.

The idea is that the type will remain consistent, but will be “revealed” when it sits on top of different images. The old AOL swoosh triangle goes away, although its sort-of iconic “running man” will stick around in some form, the company said.

Here’s a canned quote from CEO Tim Armstrong about what this means:

“Our new identity is uniquely dynamic. Our business is focused on creating world-class experiences for consumers and AOL is centered on creative and talented people–employees, partners, and advertisers. We have a clear strategy that we are passionate about and we plan on standing behind the AOL brand as we take the company into the next decade.”

Branding outfit Wolff Olins gets credit (and money) for figuring this one out. But let’s see what investors think of the work when the company spins off from Time Warner (TWX) next month.

Here is the full press release: