Aol, about to set sail on the Internet sea without Time Warner (NYSE:TWX) Dec. 10, unveiled its new branding over the weekend.

Gone are the all-caps AOL and its triangle logo made familiar through the millions of software CDs the company distributed during the Internet boom years, even then primarily useful as drink coasters.

The new logo is Aol., a capital “A” and lowercase “ol” followed by a period, or “Aol-dot” as the company refers to it. That’s one way to cut capital spending by two-thirds.

That period in the new logo is invested with considerable meaning, the company says. It’s intended to be a “pivot point” to show the breadth and depth of its content and products, according to an Aol executive.

That’s a lot of weight for a period. It gives new meaning to the phrase “do more with less.”

Instead of the former AOL Triangle, the new logo will appear with changing image backgrounds.

The company has struggled in its efforts to focus on becoming a content provider after losing the bulk of its Internet service provider business. It recently announced plans to layoff 2,500 people and a restructuring that will cost the company about $200 million.

It’s clear the company is hoping for a better period ahead.

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