I agree the launch, content, and how the imagery works with the content will really change the way I feel about this approach. The same feeling I have for the 2012 Olympic Logos, I felt potential and lots of fun deriving from this. My major dig is the awesome use of video and how each motion really works for Aol. <- punt!

My strongest negativity against this is the use of imagery. It's fine to use the pop culture and all that, which the video has successfully capture the essence, however print wise that sensibility has lost. The lack of motion and the forceful placement of the type inside an image is somewhat prequel to a greater idea in my opinion. There is gotta be a better way to produce better print works than lay out pixel arts with the logo in it…

But whatever, I'm opinionated!

It will be interesting to see if they can turn around all the negative perceptions. They certainly own enough strong properties and assets that seem to do OK. I think the question is: “Will the revitalized brand sufficiently address the negative connotations associated with AOL?”