AOL

Brand Guidelines
Updated 04.20.09
AOL Brand Guidelines
Table of Contents

Introduction AOL Brand Color & Type Applications Appendix

1 Welcome to Our New Brand 7 Brand Components 25 Color Palette 30 Sample Applications 37 Contact
2 How Our Brand System Works 8 AOL Wordmark 26 Type
3 Choosing a Canvas 27 Using Type
4 Design Principles Channel Lockups 28 Type and color
5 Brand Overview 9 Using
10 Creating
11 Do Nots

4-Color Canvas
12 Gallery
13 Using
14 Creating
15 Do Nots

1-Color Canvas
16 Gallery
17 Using
19 Creating
20 Do Nots

Motion Canvas
21 Gallery
22 Creating
23 Do Nots
AOL Brand Guidelines
Introduction
Page 1

Welcome to our new brand.

Our new brand identity is shorthand for our strategy.
AOL is a company focused on delivering world-class
products and original content to our consumers.
We developed the new brand identity to reflect the
company we want to be: and to focus our efforts on
delivering simplicity and creativity in everything we do.

Use these guidelines to learn, and navigate through,

the essential visual elements of our new identity.
AOL Brand Guidelines
Introduction
Page 2

How Our Brand

System Works Canvases Channel Lockups Sub-brands
Our new brand is works in three
different ways:

Living
Canvases represent our
company
C  hannel lockups represent our
category or product names
Sub-brands carry their own
unique identity and are
endorsed by channel lockups

Music
Video

Our canvases express the company Our channel lockups embrace the Our sub-brands continue to have
vision of creating simple and category or product name with the their own distinct propositions,
exciting content experiences. AOL wordmark. identities and personalities.

They are used when talking about This clearly connects them to the They are all endorsed with the
the company as a whole and on key AOL brand and is a promise to appropriate AOL channel to identify
products and servicessuch as consumers that these products and them as part of our brand family,
www.aol.com, mail, corporate and services will also deliver the AOL helping consumers and advertisers
internal communications, B2B company vision. more effectively explore and
marketing, and when sponsoring or navigate our vast and rich network.
partnering with other companies.
AOL Brand Guidelines
Introduction
Page 3

Choosing a Canvas

Visual POP!
There are three criteria to help you
choose the right canvas for each
situation:

Never literal
Visual POP!
Wherever a canvas might exist,
make sure it will stand out.
Consider color contrast and scale
when deciding on a canvas.

Never literal
When sponsoring an event avoid
the obvious literal example.
Dont use the baby canvas for the
Be practical
conference that targets moms,
dont use the stiletto canvas for
a fashion event.

Be practical
Understand where the canvas will
exist, and keep technical limitations
in mind. How your canvas will be
reproduced can help you decide:
Online or print? 4-color or 1-color?
Big or small?
AOL Brand Guidelines
Introduction
Page 4

Design Principles

Bold
Use these three design principles
for anything you are creating.

Bold

Simple
Keep your subject and audience
clearly in mind, and communicate
directly. Be direct and easy to
understand.

Fun
Simple
Give your canvas, images and
text room to breathe. Say more
with less, and use open, modern
compositions.

Fun
Be upbeat and optimistic. The
internet is a wacky place where
the world comes together to
share and learn. You help create
the space where that takes place:
enjoy it!

Where it makes sense, use

humor to communicate.
AOL Brand Guidelines
Introduction
Page 5

Brand Overview
AOL Brand Guidelines
AOL Brand
Page 6

AOL Brand
AOL Brand Guidelines
AOL Brand
Page 7

Brand
Components
There are many ways to represent AOL Wordmark Channel lockup
the AOL brand. Our preferred way is

Living
the Canvas. It describes both our
company name and our mission to
deliver compelling and engaging
products and properties. The
components that come together to
represent our brand include:

AOL Wordmark
The AOL wordmark consists of the
letters Aol and the dot.

Channel Lockup 4-color canvas 1-color canvas Favicon

A combination of the wordmark
(with the dot shifted) and the
channel name.

Canvas
A combination of the AOL wordmark
approved 4-color and 1-color art.

Favicon
A 1-color canvas seen in the
URL window of internet browsers.
It is used across all of the AOL
properties.
AOL Brand Guidelines
AOL Brand
Page 8

AOL Wordmark
The AOL wordmark consists of AOL Wordmark Writing AOL
the letters Aol and the dot.
It is rarely used outside of the
combinations that make
canvases and channel lockups. When referring to our company
If it does appear without art or a
channel name, its color is either
in copy, AOL is always written
black or white.
in uppercase. It is never appears
as Aol.
Contact the brand team before
using the wordmark alone.

How we write AOL

When referring to our company,
in copy, AOL is always written in
uppercase. It should never
appear as Aol. We do not try to
recreate our logo in copy.
AOL Brand Guidelines
AOL Brand
Page 9

Using the
Channel Lockups
A combination of the AOL wordmark Channel lockup components Sample channel lockups
and the channel name, our channel
lockups exist primarily online:

Living = Living
they are used as either headers or
footers within their specific domains. +
The channel name always appears
Music
between the AOL wordmark and AOL wordmark Channel name Channel lockup Video
the dot.

Color Living
Aol and the dot are always in
black or white. Select the channel
color according to the online color Channel lockup on a color background Clear space
palette. On color backgrounds with

Living Living
sufficient contrast the channel
lockup is white.

Clear space
A suggested minimum clear
space between the channel lockup
and other graphic elements is
measured by the width of the dot.
AOL Brand Guidelines
AOL Brand
Page 10

Creating a
Channel Lockup
New channel lockups Channel lockup components
As of December 10, 2009, approved
files of channel lockups exist for all

Living Living
channels worldwide.

Contact the brand team

(brandteam@corp.aol.com) before
creating new channel artwork. 1.5 .5

Channel lockups are created as

layered Adobe Illustrator files
then made into single-layer files for
DIN Next Rounded Pro Regular
tracked -15/1000em Living
distribution in JPG and PNG formats.
1. Create a line at the bottom of the letter A in 2. Color the channel according to the online
the AOL wordmark: this is the baseline for color palette. The AOL and dot are black on
the channel name. Another line at the top of a white or light color background.
the A defines the top of the channel name.
On color backgrounds with sufficient
Use DIN Next Rounded Pro Regular for the contrast, the channel and AOL wordmark
channel name. Track the font -15/1000em. become white (e.g., in footers).
Define the space between the AOL wordmark
and the channel name using the width of the
dot as a measure.
AOL Brand Guidelines
AOL Brand
Page 11

Channel Lockups Aol Living.

Do Nots Do not recreate the AOL wordmark or the
lockup. Always use the supplied artwork.
Use only black or white for the AOL
wordmark.
A channel name is never black.

We encourage you to become

familiar with the correct use of
the channel lockups.

The examples to the right show

improper use.

Do not crop or obscure the lockup. Do not change the order of elements in Do not change the word or letter spacing
the lockup. The channel name always of the lockup.
appears between the Aol and the dot.

Be sure there is sufficient contrast On color backgrounds with sufficient Do not skew/distort AOL wordmark or the
between the background and the contrast the channel lockup is white, lockup. Always use the supplied artwork.
channel lockup. never color.
AOL Brand Guidelines
AOL Brand
Page 12 Silver Letters Purple Paint Black Paint Pink Splatter Baby Surprise Knot Blue Drip Kaleidoscope

4-Color Canvas
Gallery
A combination of the AOL wordmark Blue Monster Brains Monarch Leap Cyclops Wood Lines Pinch Old School Sprout
and art, our canvases (both 4-color
and 1-color) are the primary way
we communicate the AOL brand.
We dont show our brand by simply
stamping our name everywhere.
We have crafted an identity that
shares our wonder at the range of
content found on the Web.

4-color art can be abstract or

representational, and includes Falcon Shade Bloom Goldfish Ink Kissing Lipstick Pink Ink Cuttlefish
photography and illustration.

As of December 10, 2009, approved

files exist for all the 4-color
canvases shown.

Magenta Pink Pollock Hang Ten Green Splash Pile Cotton Candy PInk Swirls Plant Puffer

Ravenhill Cocktail Pod Stiletto Cobbler Shoes Mix Tape

AOL Brand Guidelines
AOL Brand
Page 13

Using the
4-Color Canvases
Color 4-color canvas components
The canvas usually appears on
a white background. The AOL
wordmark is white as well.
If there is an instance when the
canvas appears on a color
+ =
background, contact the brand
team for support and approval.
AOL wordmark
Cropping
Cropping the canvas lockup is
allowed as it may appear in limited Art 4-color canvas
size spaces. Crop for visual interest
and understanding if the original
image is not abstract.

Do not crop into the wordmark on

the canvas. Original Correct cropping Correct cropping Incorrect cropping: Incorrect cropping:
Art is not understandable Cropped wordmark
Clear space
While there is no specific clear
space measurement for canvases,
be sure to treat them like artwork
and give them space to breathe.

Only the AOL wordmark appears

on canvases. Do not place additional
copy or graphic elements on
canvases.
AOL Brand Guidelines
AOL Brand
Page 14

Creating a
4-Color Canvas
New canvases Always use the AOL wordmark. The wordmark must break out of Size the AOL wordmark 20-50% of the overall
Contact the brand team the canvas in at least one place. 4-color canvas size.
(brandteam@corp.aol.com)
before creating new 4-color art.

4-color canvases are created as

layered Adobe Photoshop files
then made into single-layer files
for distribution in JPG and TIFF
formats.

Wordmark at 20% Wordmark at 50%

of canvas size of canvas size
AOL Brand Guidelines
AOL Brand
Page 15

4-Color Canvas Do not recreate the AOL wordmark. Do not make AOL wordmark too small. Do not rotate AOL wordmark.

Do Nots Always use the supplied artwork.

We encourage you to become

familiar with the correct use of the
canvases because they are custom-
created or curated. Approach them
as if they were artwork. Once a
canvas has been selected avoid
colorizing or otherwise manipulating Do not use color other than white for Do not make AOL wordmark too large. Avoid rotating/flipping canvas.
the image. AOL wordmark.

The examples to the right show

improper use.

Do not create transparency for use on Do not lose legibility of letters of Do not use multiple AOL wordmarks
a color or photographic background. wordmark, especially A and l. on a single image.

Connect

Share

Do not colorize 4-color canvases. Do not place any type or graphics Do not make up your own canvas art.
on the canvas.
AOL Brand Guidelines
AOL Brand
Page 16

1-Color Canvas
Gallery
A combination of the AOL wordmark
and art, our canvases (both 4-color
and 1-color) are the primary way
we communicate the AOL brand.
We dont show our brand by simply
stamping our name everywhere:
we have crafted an identity that
shares our wonder at the range of
content found on the Web. Say Brush ZigZag

1-color art is bold and abstract

illustration. Our canvas collection
will change and evolve, but they
will remain simple, iconic and easy-
to-use. If you have any question as
to which canvas you need, the
1-color canvases are a smart and
practical choice.

As of December 10, 2009 approved

files exist for all of the 1-color Eraser Squiggle Pollock
canvases shown.

Drip Scrawl Scribble

AOL Brand Guidelines
AOL Brand
Page 17

Using the
1-Color Canvas
Color 1-color canvas components 1-color canvas color options
The canvas usually appears on
a white background. The AOL
wordmark is white as well.
If there is an instance when the
canvas appears on a color
+ =
background, contact the brand
team for support and approval.
AOL wordmark
1-color canvases appear in
every color of the primary color
palette except Gray. Art 1-color canvas

Cropping
Cropping the canvas lockup is
allowed as it may appear in
limited size spaces.
Original Correct cropping Correct cropping Incorrect cropping: Incorrect cropping:
Do not crop into the wordmark Art is not understandable Cropped wordmark
on the canvas.

Clear space
While there is no specific clear
space measurement for
canvases, be sure to treat them
like artwork and give them
space to breathe.

Only the AOL wordmark appears

on canvases. Do not place
additional copy or graphic
elements on canvases.
 AOL Brand Guidelines
AOL Brand
Page 18

Photographic backgrounds 1-color canvas on a high contrast 1-color canvas on a low contrast
In the instance that a canvas must photographic background photographic background
be used against a photographic
background, the recommendation
is to use either black or white.

Contact the brand team before using

a 1-color canvas that is not black or
white with transparency against a
photograph or color background.
AOL Brand Guidelines
AOL Brand
Page 19

Creating a
1-Color Canvas
New canvases Always use the AOL wordmark. The wordmark must break out of Size the AOL wordmark 30-80% of the overall
Contact the brand team the canvas in at least one place. canvas size.
(brandteam@corp.aol.com)
before creating new 1-color art.

1-color canvases are created as

layered Adobe Illustrator files and
then made into single-layer files
for distribution in EPS, JPG, and
PNG formats.

Wordmark at 30% Wordmark at 80%

of canvas size of canvas size
AOL Brand Guidelines
AOL Brand
Page 20

1-Color Canvas Do not recreate the AOL wordmark. Do not make AOL wordmark too small. Do not rotate AOL wordmark.

Do Nots Always use the supplied artwork.

We encourage you to become

familiar with the correct use of the
canvases because they are custom
created or curated. Approach them
as if they were artwork. Once a
canvas has been selected avoid
improperly colorizing or otherwise Do not change the color or transparency Do not make AOL wordmark too large. Avoid rotating/flipping canvas.
manipulating the image. of the AOL wordmark.

The examples shown are of

improper use.

Do not apply gradients to the artwork. Do not lose legibility of letters of Do not fill a 1-color canvas with an image.
wordmark, especially A and l.

Connect
Share

Use only the primary color palette Do not place any type or graphics Do not make up your own canvas art.
when coloring our 1-color canvases. on the canvas.
AOL Brand Guidelines
AOL Brand
Page 21

Motion Canvas
Gallery
We have created a library of AOL
motion canvases that serve the
same function as 1-color and 4-color
canvases. We dont show our brand
by simply stamping our name
everywhere: we have crafted an
identity that shares our wonder at
the range of content found on the
Web.
AOL Brand Guidelines
AOL Brand
Page 22

Creating a
Motion Canvas
New canvases The wordmark must break out of the canvas
Contact the brand team in at least one place
(brandteam@corp.aol.com)
before creating new motion files.

Follow the same rules for

placement of the AOL wordmark on
a canvas (in this case on the content
acting as a canvas).

If there is a need to brand content

that is not meant to highlight a
canvas, there are a few options.
One way would be to use a motion
canvas as a bumper either before
or after the content. Another option
would be to use a white channel
lockup as a bug. This could also When branding other motion content, another
apply to boot-up animation for option is to use a white canvas bug.
mobile.

Motion files are created as MOV,

MP4, and M4V files.
AOL Brand Guidelines
AOL Brand
Page 23

Motion Canvas Do not create a motion canvas with a Do not rotate AOL wordmark. Do not create a motion canvas with a

Do Nots wordmark in any other color than white. 1-color canvas as the wordmark.

We encourage you to become

familiar with the correct use of the
canvases in motion files because
they are custom created or curated.
Approach them as if they were
artwork. Follow the same brand
rules as canvas usage.

The examples shown are of

improper use.

Do not create a motion canvas where the Do not place any type or graphics on a motion Do not use the AOL wordmark as a bug.
wordmark doesnt break out of the canvas canvas other than the wordmark.
in at least one place.

Todays meeting topic will be guidelines usage

AOL Brand Guidelines
Color and Type
Page 24

Color and Type

AOL Brand Guidelines
Color and Type
Page 25

Color Palette
Our color palette reflects our
design principles: Bold, simple, fun. BLACK C M Y K R G B White C M Y K R G B
Pantone Black C 0 0 0 100 0 0 0 0 0 0 0 255 255 255
Use the colors sparingly, and as HEX 000000 HEX FFFFFF
accent color only. Along with our
color, white space is also our friend. GRAY C M Y K R G B
In any piece of communication white Pantone Cool Gray 10 C 0 0 0 60 128 128 128
space should be the dominant color. HEX 808080

We are updating the complete PINK C M Y K R G B

AOL color palette (in the current Pantone 2395 C 0 100 0 0 255 0 222
AOL style guide) to include all HEX FF00DE
colors that we use across our
properties. GREEN C M Y K R G B
Pantone 375 C 47 0 94 0 76 255 0
This new nine-color palette is HEX 4CFF00
specific to the new AOL brand
identity. These are the colors CYAN C M Y K R G B
allowed for the 1-color canvases Pantone Process Cyan C 100 0 0 0 15 214 255
except Gray. CMYK values are HEX 00CCFF
preferred for print applications.
PURPLE C M Y K R G B
Pantone 266 C 82 88 0 0 111 0 194
HEX 6F00C2

RED C M Y K R G B
Pantone 485 C 0 93 95 0 255 0 0
HEX FF0000

PANTONE The colors shown throughout these guidelines have not
been evaluated by Pantone, Inc. for accuracy and may not match the
Pantone Color Standards. Consult current Pantone Publications for
accurate color. Pantone is the property of Pantone, Inc.
ORANGE C M Y K R G B
Pantone 021 C 0 68 100 0 255 134 0
HEX FF8600
AOL Brand Guidelines
Color and Type
Page 26

Type
Din Next Rounded Pro is a custom DIN Next Rounded Pro Light Calibri Regular (default for PC users) Arial Regular (default for Mac users)
font and should be used as our Use for headlines, captionsand Use for headlines, captionsand body Use for headlines, captionsand body
primary typeface. It should be used body copy at any size. copy at any size. copy at any size.
where ever possible on AOL
branded materials and templates.
AaBbCcDdEeFfGgHhIiJj AaBbCcDdEeFfGgHhIiJj AaBbCcDdEeFfGgHhIiJj
A license is required to use Din KkLlMmNnOoPpQqRr KkLlMmNnOoPpQqRr KkLlMmNnOoPpQqRr
Next Rounded Pro. The Brand
Team will supply the font to teams SsTtUuVvWwXxYyZz SsTtUuVvWwXxYyZz SsTtUuVvWwXxYyZz
who produce marketing and
communications pieces. All other
1234567890$@;:!? 1234567890$@;:!? 1234567890$@;:!?
teams may request a license from
the Brand team.
DIN Next Rounded Pro Regular Calibri Bold Arial Bold (Mac users)
If your team does not have Use for subheads and as emphasis Use for subheads and as emphasis Use for subheads and as emphasis
availability to Din Next Rounded for any type 24 pt. and below. for any type 24 pt. and below. for any type 24 pt. and below.
Pro, please use, as a default, Calibri This weight is also preferred for
(Regular and Bold). This is a system web and broadcast applications.
AaBbCcDdEeFfGgHhIiJj AaBbCcDdEeFfGgHhIiJj
font that is available on all PC
systems. Mac users should default AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRr KkLlMmNnOoPpQqRr
to Arial (Regular and Bold).
KkLlMmNnOoPpQqRr SsTtUuVvWwXxYyZz SsTtUuVvWwXxYyZz
SsTtUuVvWwXxYyZz 1234567890$@;:!? 1234567890$@;:!?
1234567890$@;:!?
AOL Brand Guidelines Column Width
Color and Type
Page 27
This type is set at 14 pt. At this size, the
Leading leading should be 2pts. larger than the
point size, 16pt. The tracking is -15.
The column width is 51 characters wide.

Using Type
Column Width
Case
Upper and lowercase is preferred for

This type is set at 72pt. At this

all communications. All caps may be
used very occasionally for subheads.

Leading
The term leading refers to the space

size, the leading should be

between lines of type. When type is
used below 72pt., leading should be
two points greater than the type size.
Above 72pt., leading should be the

100% of the point size, 72pt.

same as the type size or even less,
if appropriate. Leading

Tracking
Tracking is the space between letters.

This is sometimes referred to

Set DIN Next Rounded Pro with
-15/1000 em tracking. Letters should
never crash or touch each other.

as solid leading. The tracking

Justification
Type should always be set either
flush left, rag right or flush right, rag
left. Type is never justified and rarely
centered.

Column Widths
It is important that the width of the
column is optimal for legibility.
is -15. The column width is 32
characters wide.
The column width should not be
more than 72 characters wide.
AOL Brand Guidelines
Color and Type
Page 28

Type and color

Subheads and Titles
Keep things colorful and consistent.
Use the same color for titles,
subheads, and callout text. Use only
one color per application.

Body Copy
The standard colors for body copy
are black or grey. If body copy is
grey, use Cool Gray 10C as a spot
color only, never as a CMYK build.
AOL Brand Guidelines
Applications
Page 29

Applications
AOL Brand Guidelines
01 02
Applications
Page 30

Sample
Applications
The following pages are a range of
examples to help you bring the new
AOL brand to life. These are examples
and used as guides only.

01 Wall Poster
A bright, illustrative canvas provides
high contrast with the typically
dull color palette of an urban street
environment. For visual POP, there
is minimal cropping and a clearly
visible AOL wordmark.

02 Tote Bag 03
A simple canvas, placed with minimal
cropping and a clearly legible AOL
wordmark works well for the best
reproduction on a cloth or uneven
surface.

03 Tri-Fold Leaflet
Our font, DIN Next Rounded Pro Light is
used in varying type sizes and leading
to emphasize the message.

A single color from our color palette

has also been used to highlight
sections of copy. Do not use more than
one color to highlight text when used
in conjunction with color photography
and/or 4-color canvas art. And because
there is limited space for all elements,
do not use multiple canvases.
AOL Brand Guidelines
Applications
Page 31
AOL Brand Guidelines
05 06
Applications
Page 32

05 Business Cards
For the backs of business cards,
many different canvasses are
used to show the wide spectrum
of interests and personalities
that is AOL.

06 Coffee Mug
A simple, 1-color canvas was
selected for best quality
reproduction and maximum POP of
the canvas.

07 AOL Package 07 08
A 1-color canvas will ensure the
best results when screen printing
or for printing packaging. Din Next
Rounded Pro Light is used for large
message text.

08 AOL-Endorsed Print Ad
A 1-color canvas is reversed out of
a 4-color image used for a print ad.
The 1-color canvas was selected for
maximum impact and clarity within
the colorful graphics.
AOL Brand Guidelines
09 10
Applications
Page 33

09 Wildposting
Multiple canvases, both 1- and 4-color
are used to show the range of the AOL
visual experience. Cropping creates
visual interest in many of the canvases.
But in all cases, the AOL wordmark is
always clearly visible. When possible,
and if medium is appropriate, show
a range of many different canvases.

10 T-Shirt
This 4-color canvas creates visual
interest, while achieving the best
quality printing results. For t-shirts,
the more graphic the canvas, the better.

11 Tri-Fold Leaflet
Here, the canvas is the primary visual 11 12
element. Our font, Din Next Rounded
Light is used with varying type sizes
and leading to emphasize certain
aspects of the copy. Because there is
limited space for all elements, its not
necessary to use multiple canvases.

12 Brochure Covers
Brochure covers should be evocative,
compelling the reader to look inside.
Here, a canvas introduces our brand.
Advanced users receive layered
canvas files so that the AOL wordmark
can be moved and sized for best
composition results.
AOL Brand Guidelines
Applications
Page 34

13 14
13 Co-Branded Events
A simple, 1-color canvas is used
for maximum POP within a
graphically busy piece of
communication. Black is used to
clearly delineate the AOL brand.

14 AOL Advertising
A big, bold medium such as
advertising calls for big, bold use
of AOL canvases. Here, minimal
cropping makes for big visual
impact.
AOL Brand Guidelines
Applications
Page 35

15 16
Unbranded AOL Properties
(e.g. Lemondrop, Engadget)
When branding for one of our online
partners, such as Engadget or
Lemondrop, please refer to channel
lockups section of this guidelines.

15 Unbranded AOL Properties and

Channel Lockups
One of the AOL channel lockups, not
canvases, is used for partner sites.
The channel lockup is relegated to
either the header or footer of the page.
Depending on the channels
predominant color, the channel word
(in this example, Tech) is the same
color as that dominant color. Our AOL
favicon is replaced in the browser bar

16 AOL Channel Lockups

For AOL-branded channels, the
channel name should be the same
color as the dominant color for the
site, a color from the online color
palette. In this example for AOL News,
the channel name (News) is the
channels dominant color, which
is royal blue.
AOL Brand Guidelines
Appendix
Page 36

Appendix
AOL Brand Guidelines
Appendix
Page 37

Contact
AOL Brand Management

brand.office.aol.com
Visit this site for the most recent
guidelines, tools and a gallery of
brand materials.

Questions, concerns, need more

information?

Contact the Brand Team at

brandteam@corp.aol.com