AOL is going through some rather painful changes, but changes that it has to make if it wants to survive. The biggest change, of course, will be spinning off from Time Warner to become a separate, publicly traded company, something that will happen in a couple of weeks or so. At the same time, it’s trying to re-emerge as a nimbler, smaller company focused on content. So, what better way to mark all of these changes than with a rebranding starting with its iconic, for Americans at least, logo.

“Our new identity is uniquely dynamic. Our business is focused on creating world-class experiences for consumers and AOL is centered on creative and talented people - employees, partners, and advertisers. We have a clear strategy that we are passionate about and we plan on standing behind the AOL brand as we take the company into the next decade,” says Tim Armstrong, the man who is leading AOL in this brave new world of less dial-up and more Engadget.

So, what's the big change that the giant Internet company undoubtedly paid Wolff Olins, “a global brand and innovation consultancy,” a handsome sum to come up with? Well, if you don't look closely enough you might just miss it. Where there was once “AOL” there is now “Aol.” - period included. Don't try to take it all in at once, let it sink in for a moment. And the best part is that, even thought the change is almost insignificant, many people already hate it or at least don't like it any more than the old typography.

But there's more, and here's where the branding firm earns its keep, the new logo will be accompanied by a variety of different images, depending on the occasion, or rather, on the property that is carrying it. We've got a gold fish, purple smoke, lime green scribbles and a bunch of other, equally modern and refreshing iconography. The idea is to convey AOL's new image as a content creator, made up of a number of smaller brands and venues covering various niche markets, “a 21st century media company, with an ambitious vision for the future and new focus on creativity and expression.” Or, at least that's what Karl Heiselman, CEO of Wolff Olins, is saying. More on the rebranding front is expected to come after the December 9 spin off.