AOL launched their new look site today and, all in all, it looks pretty good. Have a look what they’ve done with their visual identity – they’ve given it life by creating a family of backgrounds against which the logotype can sit (you can choose one at the top of the page). It’s a novel approach. Hit refresh and you get a different look.

It’ll be interesting to see what they do with this – I wonder if they intend to keep the variety or if they’re using the new site to see which of their new logos generates the most clicks and repeat visits. In the past we’ve launched sites with different Home Pages to see which ones work best, but that’s always intended as a selection process and eventually we pick a winner, based on visits, click throughs, purchases etc. We’ve also given our own visitors some interaction on the DNA site, enabling them to choose a background (but that’s just for fun).

We’ll be watching this space…

(Opinion: Jim Green – MD)

I spotted this poem on the London Underground. It’s called “This Is Just To Say” by William Carlos Williams and took me back to my uni days in York. I love the ambiguous balance between apology, confession and teasing…

I have eaten
the plums
that were in
the icebox

and which
you were probably
saving
for breakfast

Forgive me
they were delicious
so sweet
and so cold

(Opinion: Jim Green – MD)