Big in so many ways, Verizon, the US telecoms mega company who have purchased AOL and are in the process of purchasing Yahoo, are planning to roll the two companies into a new brand called Oath: (not sure if the : is just a graphic device or part of the name).
Here are two former gargantuan internet kings of the 90’s, swallowed up after continued missteps over the last 20 years, having any value in their brands dropped by their new owners. Presumably, Verizon see them both as too dated or certainly in Yahoo’s case, to toxic (those billion figure data breaches didn’t help) to keep hanging around.
The two bands currently still retain almost innumerable customers, Ars Technica reports “the two organizations have more than 20 brands between them, beyond their flagship namesakes: AOL has the Huffington Post, Engadget, MovieFone, MapQuest (remember MapQuest?), TechCrunch, and a host of other media sites (plus AOL Instant Messenger); Yahoo has Tumblr, Flickr, and the video advertising business BrightRoll, and a host of media sites (plus Yahoo Messenger and Yahoo Fantasy Sports). All in all, they have over a billion “consumers” worldwide.”
In a tweet AOL CEO Tim Armstong released the news:
— Tim Armstrong (@timarmstrongaol) April 3, 2017
The Oath design retains a little of the look of Aol, blocky geometric text, and the colon reflects the old full stop. As it stands, assuming this happens, nothing of the Yahoo design remains (save retaining a punctuation mark of some sort at the end), which is no bad thing after Yahoo threw a bunch of their brand value out with their “Marissa Logo” the other year.
So we bid farewell at some point to these two giants and all of their branding history.