It's the media equivalent of moving out of your parents' house, heading to the nearest tattoo and piercing parlor, and yelling FREEEEEEDOM!: AOL has unveiled the "new brand identity" for its post-Time Warner era, slated to begin December 10 when it begins trading on the New York Stock Exchange as a separate company. And there's nary a blue triangle in sight. Instead, there's a plain new text logo presented with various backdrops, from cartoon scribbles to a rock-star hand symbol to a totally adorable goldfish.
The company is currently offering just a preview, and says in a release that a full unveil will come on the spin-off date. Yay, secrets! I love secrets! But we, of course, have many hints: like the fact that CEO Tim Armstrong, who joined the company in March after a long stint as a high-profile Google sales executive, keeps talking up AOL's future as a powerhouse in digital content and publishing. The company's array of niche blogs, which were hatched when AOL purchased Weblogs way back in 2005, are now its centerpiece.