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America Online Renamed to AOL; No Longer a Corporation

Apr 3, 2006  •  Post A Comment

Time Warner’s online unit, America Online, said Monday that it has officially changed its name to AOL.

As part of the name change, the company said, AOL’s legal structure was also modified to a limited liability company from a corporation. The company also unveiled a new corporate logo.

“Our company long ago accomplished the mission implied in our old name-we literally got America online,” said AOL Chairman and CEO Jonathan Miller. “Our new corporate identity better reflects our expanded mission-to make everyone’s online experience better.”

Mr. Miller added that most U.S. users already know the company by the AOL initials.

AOL is seeking to leverage its brand awareness after years of neglect due to its focus on dial-up customers at a time when rival Internet service providers were pushing broadband, and also due to the distraction of an accounting scandal that wrapped up just last year.

Recently, AOL has been making content that was previously reserved for members available to all Web users, while at the same time concentrating on leveraging the increased ubiquity of broadband connections with the launch of In2TV, a Web site devoted to streaming old TV series.