AOL INC. REFRESH
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AOL INC. REFRESH
There’s a new AOL in town. It’s bold, urban and powerful with a new mission, a new logo and a new look to celebrate and communicate our new direction.
PAGE 3 AOL INC. BRAND
TO SIMPLIFY THE INTERNETFOR CONSUMERS AND CREATORSBY UNLEASHING THE WORLD’S BESTBUILDERS OF CULTURE AND CODE
WHAT IS A MISSION STATEMENT?
It’s a formal statement of purpose for a company. It is generally used to communicate the company’s aims to its teams and direct stakeholders. In terms of marketing, it’s generally the touchstone for all communications—the inspiration for messaging in copy and look and feel for design—but not the content itself.
MISSION
PAGE 4 AOL INC. BRAND
RATIONALE
COMBAT FRAGMENTATIONWhile the canvases reflected creativity, they also conveyed fragmentation—visually communicating not one AOL but close to 70! A consistent look/message makes for a single, strong, memorable impression.
ESTABLISH CONSISTENCYMove from creating tailored looks for different events and communications to a single branded look that can work across all communications and events and speak to every audience.
REFLECT OUR BUSINESS SHIFT Culture and code define our business and must be the muse for all of our communications. Photography, design and messaging must reflect that through clean design and direct copy.
PROMOTE OUR AUTHORITY We are the world’s best builders of culture and code. Our communications need to show this confidence. Colors need to be mature and distinctive. Photography needs to emphasize our unique angle. Design needs to be clean and confident, not cluttered.
When a business changes dramatically, its branding needs to change, too. Our starting point for refreshing the brand was a key word in our mission statement: Simplify.
PAGE 5 AOL INC. BRAND
Fast-moving creative hubs, cities are where culture and code fuse in almost every moment. Our imagery and design reflect the energy and ambition of urban life.
AOL is at the forefront of media technology. We’ll show this through bold typefaces, dramatic photography, striking design and copy that’s original and intriguing.
PRINCIPLES FOR CREATIVITY
BOLD URBAN POWERFUL
Imagery that catches the eye. White space that spotlights our logo and typography so that they stand out in our communications and from the pack.
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THE AOL WORDMARK
The AOL wordmark can appear in color as either black or grey on a white background. Or as white or black on any one color of the primary color palette.
When referring to our company in copy, AOL is always written in uppercase. It never appears as “Aol.”
AOL WORDMARK COLOR OPTIONS
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Open Sans LightOpen Sans RegularOpen Sans Bold
PRIMARY
TYPE
SECONDARY
KOROLEVCONDENSEDBOLD
Korolev is a 20 weight sans serif family. B2B only uses one, Korolev Condensed Bold. It should be used mainly for copy headlines and short subheads when suitable.
Open Sans is freely available for download for all platforms and should be used for all body copy. It’s easier to read, particularly for large blocks of copy.
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CMYK 60|40|40|100HEX #000000PANTONE BLACK C
CMYK 0|0|0|0HEX #FFFFFF PAPER
CMYK 0|68|88|0HEX #F27435 PANTONE 172 C
CMYK 0|0|95|0HEX #FFDD17 PANTONE 102 C
CMYK 0|92|48|0HEX #EE3961 PANTONE 191 C
CMYK 100|0|0|0HEX #00AEEF PANTONE CYAN C
R 0 0 0G 0 0 0B 0 0 0
R 2 55G 2 55B2 55
R 24 3G116B 0 5 3
R 2 55G 2 2 2B 02 3
R 2 3 9G 0 57B 0 97
R 0 0 0G174B2 3 9
PALETTE
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