The new AOL brand .... interesting

I believe its too early to say whether this is a good brand or not, as it will entirely depend on how they execute it across their marketing and business.

It seems at first that if the logo is that changeable then how can it become a recognisable brand?
This one will pop up in university lecture rooms and design magazines for a while I am sure.

The company turned to Wolff Olins, who previous created logos forWacom(RED), and the London 2012 Olympics. Tim Armstrong, Chairman and Chief Executive Officer of AOL, said:

“The new AOL brand identity is a simple, confident logotype, revealed by ever-changing images. It’s one consistent logo with countless ways to reveal. The new brand identity will be fully unveiled on December 10, when AOL common stock begins trading on the New York Stock Exchange.

“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.”

Although the AOL logo itself will be constant, the backgrounds will change continuously in an effort to suggest the breadth of AOL’s content.

Saw it on logodesignlove