New Traditionalist | Ian Thomas

Earlier tonight I posted a com­ment at the Guardian’s PDA Digital Con­tent blog.

I posted it because Wolff Olins’s work on the AOL logo was get­ting a no-nonsense past­ing on the com­ments board beneath a post detail­ing designer reac­tion to the new look. You can see the post plus com­ments here.

I think the tra­di­tional design world needs to get used to AOL’s rationale — and you can see ex-Google-adman-turned-AOL-CEO Tim Armstrong’s inter­view at the Guardian’s Paid Con­tent — because it strikes me that Wolff Olins has pro­duced a piece of work which, assum­ing AOL’s core product and ser­vice stacks up, has a lot more to do with the sig­ni­fic­ance of its brand in the future than its brand­ing.

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