America Online has settled its identity crisis and accepted its nickname. “My name isAOL!” said the company, reminiscent of Gene Wilder’s proud realization that he was a Frankenstein after all.
The company says the name official change is more reflective of the world’s recognition of the company by its initials, and falls in line with the broader plan for international expansion. The branding is meant to imply that it is “everyone’s” ISP, not just Americans’.
“Our company long ago accomplished the mission implied by our old name … we literally got America online,” said Jon Miller, Chairman and CEO of AOL.
“Our new corporate identity better reflects our expanded mission – to make everyone’s online experience better. Plus, consumers in the U.S. and around the world already know us by our initials.”
In addition to rebranding, AOL’s legal structure was changed from corporation to limited liability company. By changing to an LLC, Time Warner can still incorporate AOL financial information for tax purposes, but is protected from lawsuits filed against AOL.
This is the second name change for AOL. The company was originally founded in 1985 as Quantum Computer Services, Inc. After an employee naming contest in 1991, the name was changed to America Online, Inc.
Last October, Miller announced that the company would also stop sending out CDs, which means everyone will now have to go out and buy new drink coasters. Since they began their direct mail CD campaign, AOL has pestered America with over 660 million CDs.
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