A slice of information industry history has quietly passed with media company Time Warner officially returning to that moniker and ditching the “AOL” it tacked on to the name following its less-than-successful merger with internet service America OnLine.
The company has also changed its symbol on the New York Stock Exchange from "AOL" to "TWX", the symbol the media giant used before its merger with AOL. The internet domain aoltimewarner.com, that was the corporation's primary address, is now routing all traffic to a new domain, timewarner.com.
The corporate board approved the name change on September 18 and said it was taking the action to help the troubled AOL internet service "better focus on its own brand identity".
The “diverged” new Time Warner logo, designed by branding agency Lippincott Mercer of New York for an undisclosed fee, is, strangely, not on the home page yet, but it can be seen at the site of advertising industry journal AdAge.