New AIM Logo Unveiled

[Jeff]

America Online unveiled its first ad campaign and a new logo for its instant messenger service. AOL hopes the new artwork will be attractive to a hipper, younger audience, and features the familiar "AIM" initials in a bright red speech bubble.

"We needed something that had some sort of familiarity to the user. It needed to have some sort of stability and something they could build off of and grow," said William Travis, president of ATTIK, the agency that created the new AIM logo.

AOL's new advertising campaign revolves around the tagline "I AM AIM," is designed to introduce the college-aged audience to the AIM Triton client currently in beta release. "This brand campaign is to launch the fact that AIM is evolving from just instant messaging to this full communications platform," said Amy Essene, VP of audience brand marketing at America Online.

"We have strong loyalty, and we can build awareness of our functionality amongst this dedicated audience," said Essene. "College students are a great influencers for both younger and older audiences."

The ads direct users to a microsite at aim.com/you, where they can view a demo and download the beta of the Triton client.

[LLXerxes]

The real reason they're doing it is so people don't associate AOL with AIM...
Looks like one of those companies trying to be cute or new. It's kinda growing on me.

[MrEggsalad]

I agree that it's so people don't see it as part of AOL. However, to me anyway...it looks kinda childishly made. May attract a bunch of 10 year olds...hey wait...they aren't supposed to be on AIM until they are 13....Weird the way they made it for 10 year olds when their rules say you must be 13 to join.

[David]

I liked the Triton beta logo a lot more, a streamlined Running Man, it was unique, this reminds me of Yahoo a little.

[DrBroccoli]

I don't really like it, I think its on the verge of looking like ichat:
vs.