AOL AOL Brand Guidelines Updated 04.20.09
AOL Brand Guidelines Table of Contents
Introduct ctiion 1 2 3 4 5
AOL Brand
Welcome to Our New Brand 7 How Our Brand System Works 8 Choosing a Canvas Design Principles Brand Overview 9 10 11
Brand Components AOL Wordmark Channel Lockups – Using – Creating – Do Nots
12 13 14 15
4-Color Canvas – Gallery – Using – Creating – Do Nots
16 17 19 20
1-Color Canvas – Gallery – Using – Creating – Do Nots
Motion Canvas 21 – Gallery 22 – Creating 23 – Do Nots
Color & Type Applications Appendix 25 26 27 28
Color Palette Type Using Type Type and color
30 Sample Applications
37 Contact
AOL Brand Guidelines Table of Contents
Introduct ctiion 1 2 3 4 5
AOL Brand
Welcome to Our New Brand 7 How Our Brand System Works 8 Choosing a Canvas Design Principles Brand Overview 9 10 11
Brand Components AOL Wordmark Channel Lockups – Using – Creating – Do Nots
12 13 14 15
4-Color Canvas – Gallery – Using – Creating – Do Nots
16 17 19 20
1-Color Canvas – Gallery – Using – Creating – Do Nots
Motion Canvas 21 – Gallery 22 – Creating 23 – Do Nots
Color & Type Applications Appendix 25 26 27 28
Color Palette Type Using Type Type and color
30 Sample Applications
37 Contact
AOL Brand Guidelines Introduction Page 1
Welcome to our new brand. Our new brand identity is shorthand shor thand for our strategy strategy.. AOL is a company focused on delivering world-class products and origina originall content to our consumers. We developed developed the new brand identity to reflect the company 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
Our new brand is works in three different ways: – Canvases represent our company – Channel lockups represent our category or product names – Sub-brands carry their own unique identity and are endorsed by channel lockups
Channel Lockups
Sub-brands
Living Music Video Our canvases express the company vision of creating simple and exciting content experiences.
Our channel lockups embrace the category or product name with the AOL wordmark.
Our sub-brands continue to have their own distinct propositions, identities and personalities.
They are used when talking about the company as a whole and on key products and ser vices — such as www.aol.com, mail, corporate and internal communications, B2B marketing, and when sponsoring or partnering with other companies.
This clearly connects them to the AOL brand and is a promise to consumers that these products and services will also deliver the AOL company vision.
They are all endorsed with the appropriate AOL channel to identify them as part of our brand family, helping consumers and advertisers more effectively explore and navigate our vast and rich network.
AOL Brand Guidelines Introduction Page 3
Choosing a Canvas There are three criteria to help you choose the right canvas for each situation: 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. Don’t use the baby canvas for the conference that targets moms, don’t use the stiletto canvas for a fashion event. Be practical Understand where the c anvas 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?
Visual POP! Never literal Be practical
AOL Brand Guidelines Introduction Page 4
Design Principles Use these three design principles for anything you are creating. Bold Keep your subject and audience clearly in mind, and communicate directly. Be direct and easy to understand. 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.
Bold Simple Fun
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 the AOL brand. Our preferred way is 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
Channel lockup
Living
AOL Wordmark The AOL wordmark consists of the letters “Aol” and the dot. Channel Lockup 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.
4-color canvas
1-color canvas
Favicon
AOL Brand Guidelines AOL Brand Page 8
AOL Wordmark The AOL wordmark consists of the letters “Aol” and the dot. It is rarely used outside of the combinations that make canvases and channel lockups. If it does appear without art or a channel name, it’s color is either black or white. Contact the brand team before using the wordmark alone. How we write AOL When referring to our co mpany, 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 Wordmark
Writing AOL
When referring to our company in copy, AOL is always written in uppercase. It is never appears as “Aol.”
AOL Brand Guidelines AOL Brand Page 9
Using the Channel Lockups A combination of the AOL wordmark and the channel name, our channel lockups exist primarily online: they are used as either headers or footers within their specific domains. The channel name always appears between the AOL wordmark and the dot. Color “Aol” and the dot are always in black or white. Select the channel color according to the online color palette. On color backgrounds with 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.
Channel lockup components
+ AOL wordmark
Sample channel lockups
Living =
Living Channel lockup
Channel name
Music Video
Living Channel lockup on a color background
Living
Clear space
Living
AOL Brand Guidelines AOL Brand Page 10
Creating a Channel Lockup New channel lockups As of December 10, 2009, approved files of channel lockups exist for all channels worldwide. Contact the brand team (
[email protected]) before creating new channel artwork. Channel lockups are created as layered Adobe Illustrator files then made into single-layer files for distribution in JPG and PNG formats.
Channel lockup components
Living 1.5
Living
.5 DIN Next Rounded Pro Regular tracked -15/1000em
1. Create a line at the bottom of the letter “A” in the AOL wordmark: this is the baseline for the channel name. Another line at the top of the “A” defines the top of the channel name. Use DIN Next Rounded Pro Regular for the channel name. Track the font -15/1000em. Define the space between the AOL wordmark and the channel name using the width of the dot as a measure.
Living 2. Color the channel according to the online color palette. The AOL and dot are black on a white or light color background. On color backgrounds with sufficient contrast, the channel and AOL wordmark become white (e.g., in footers).
AOL Brand Guidelines AOL Brand Page 11
Channel Lockups Do Nots
Aol Living. 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.
Do not crop or obscure the lockup.
Do not change the order of elements in the lockup. The channel name always appears between the “Aol” and the dot.
Do not change the word or letter spacing of the lockup.
Be sure there is sufficient contrast between the background and the channel lockup.
On color backgrounds with sufficient contrast the channel lockup is white, never color.
Do not skew/distort AOL wordmark or the lockup. Always use the supplied artwork.
We encourage you to become familiar with the correct use of the channel lockups. The examples to the right show improper use.
AOL Brand Guidelines AOL Brand Page 12
Silver Letters
Purple Paint
Black Paint
Pink Splatter
Baby
Surprise
Knot
Blue Drip
Kaleidoscope
Blue Monster
Brains
Monarch
Leap
Cyclops
Wood Lines
Pinch
Old School
Sprout
Falcon
Shade
Bloom
Goldfish
Ink
Kissing
Lipstick
Pink Ink
Cuttlefish
Magenta
Pink Pollock
Hang Ten
Green Splash
Pile
PInk Swirls
Plant
4-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 don’t 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 photography and illustration. As of December 10, 2009, approved files exist for all the 4-color canvases shown.
Cotton Candy
Puffer
AOL Brand Guidelines AOL Brand Page 13
Using the 4-Color Canvases Color 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.
4-color canvas components
+ AOL wordmark
Cropping Cropping the canvas lockup is allowed as it may appear in limited size spaces. Crop for visual interest and understanding if the original image is not abstract. Do not crop into the 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.
=
Original
Art
4-color canvas
Correct cropping
Correct cropping
Incorrect cropping: Art is not understandable
Incorrect cropping: Cropped wordmark
AOL Brand Guidelines AOL Brand Page 14
Creating a 4-Color Canvas New canvases Contact the brand team (
[email protected]) before creating new 4-color art.
Always use the AOL wordmark.
The wordmark must break out of the canvas in at least one place.
Size the AOL wordmark 20-50% of the overall 4-color canvas size.
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% of canvas size
Wordmark at 50% of canvas size
AOL Brand Guidelines AOL Brand Page 15
4-Color Canvas Do Nots We encourage you to become familiar with the correct use of the canvases because they are customcreated or curated. Approach them as if they were artwork. Once a canvas has been selected avoid colorizing or otherwise manipulating the image.
Do not recreate the AOL wordmark. Always use the supplied artwork.
Do not make AOL wo rdmar k too small .
Do not rotate AOL wor dmar k.
Do not use color other than white for AOL wordmark.
Do not make AOL wo rdmar k too lar ge.
Avoid rotat ing/flipp ing canvas.
Do not create transparency for use on a color or photographic background.
Do not lose legibility of letters of wordmark, especially “A” and “l”.
Do not use multiple AOL wordmarks on a single image.
The examples to the right show improper use.
Connect
Share
Do not colorize 4-color canvases.
Do not place any type or graphics
Do not make up your own canvas art.
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 don’t 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
Eraser
Squiggle
Pollock
Drip
Scrawl
Scribble
1-color art is bold and abstract illustration. Our canvas collection will change and evolve, but they will remain simple, iconic and easyto-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 canvases shown.
AOL Brand Guidelines AOL Brand Page 17
Using the 1-Color Canvas Color 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.
1-color canvas components
1-color canvas color options
+
=
AOL wordmark
1-color canvases appear in every color of the primary color palette except Gray.
Art
1-color canvas
Correct cropping
Correct cropping
Cropping Cropping the canvas lockup is allowed as it may appear in limited size spaces. Original Do not crop into the 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.
Incorrect cropping: Art is not understandable
Incorrect cropping: Cropped wordmark
AOL Brand Guidelines AOL Brand Page 18
Photographic backgrounds In the instance that a canvas must 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.
1-color canvas on a high contrast photographic background
1-color canvas on a low contrast photographic background
AOL Brand Guidelines AOL Brand Page 19
Creating a 1-Color Canvas New canvases Contact the brand team (
[email protected]) before creating new 1-color art.
Always use the AOL wordmark.
The wordmark must break out of the canvas in at least one place.
Size the AOL wordmark 30-80% of the overall canvas size.
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% of canvas size
Wordmark at 80% of canvas size
AOL Brand Guidelines AOL Brand Page 20
1-Color Canvas Do Nots 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 manipulating the image.
Do not recreate the AOL wordmark. Always use the supplied artwork.
Do not make AOL wo rdmar k too small .
Do not rotate AOL wor dmar k.
Do not change the color or transparency of the AOL wordmark.
Do not make AOL wo rdmar k t oo lar ge.
Av oid rotat ing/flipping canvas.
Do not apply gradients to the artwork.
Do not lose legibility of letters of wordmark, especially “A” and “l.”
Do not fill a 1-color c anvas with an image.
The examples shown are of improper use.
Connect Share
Use only the primary color palette
Do not place any type or graphics
Do not make up your own canvas art.
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 don’t 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 Contact the brand team (
[email protected]) before creating new motion files.
The wordmark must break out of the canvas in at least one place
Follow the same rules for placement of the AOL wordmark on a canvas (in this case on the co ntent 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 w hite channel lockup as a “bug.” This could also apply to boot-up animation for mobile. Motion files are created as MOV, MP4, and M4V files.
When branding other motion content, another option is to use a white canvas “bug.”
AOL Brand Guidelines AOL Brand Page 23
Motion Canvas Do Nots
Do not create a motion canvas with a wordmark in any other color than white.
Do not rotate AOL wordmark.
Do not create a motion canvas with a 1-color canvas as the wordmark.
Do not create a motion canvas where the wordmark doesn’t break out of the canvas in at least one place.
Do not place any type or graphics on a motion canvas other than the wordmark.
Do not use the AOL wordmark as a bug.
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.
Today’s 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. Use the colors sparingly, and as accent color only. Along with our color, white space is also our friend. In any piece of communication white space should be the dominant color. We are updating the complete AOL color palette (in the current AOL style guide) to include all colors that we use across our properties. This new nine-color palette is specific to the new AOL brand identity. These are the colors allowed for the 1-color canvases except Gray. CMYK values are preferred for print applications.
PANTONE® The colors shown throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the
BLACK Pantone Black C
C 0
M 0
Y 0
K 100
R 0 HEX
G B 0 0 000000
GRAY Pantone Cool Gray 10 C
C 0
M 0
Y 0
K 60
R 128 HEX
G B 128 128 808080
PINK Pantone 2395 C
C 0
M 100
Y 0
K 0
R 255 HEX
G B 0 222 FF00DE
GREEN Pantone 375 C
C 47
M 0
Y 94
K 0
R 76 HEX
G B 255 0 4CFF00
CYAN Pantone Process Cyan C
C 100
M 0
Y 0
K 0
R 15 HEX
G B 214 255 00CCFF
PURPLE Pantone 266 C
C 82
M 88
Y 0
K 0
R 111 HEX
G B 0 194 6F00C2
RED Pantone 485 C
C 0
M 93
Y 95
K 0
R 255 HEX
G B 0 0 FF0000
ORANGE Pantone 021 C
C 0
M 68
Y 100
K 0
R 255 HEX
G B 134 0 FF8600
White
C 0
M 0
Y 0
K 0
R G B 255 255 255 HEX FFFFFF
AOL Brand Guidelines Color and Type Page 26
Type Din Next Rounded Pro is a custom font and should be used as our primary typeface. It should be used where ever possible on AOL branded materials and templates. A license is required to use Din Next Rounded Pro. The Brand Team will supply the font to teams who produce marketing and communications pieces. All other teams may request a license from the Brand team. If your team does not have availability to Din Next Rounded Pro, please use, as a default, Calibri (Regular and Bold). This is a system font that is available on all PC systems. Mac users should default to Arial (Regular and Bold).
DIN Next Rounded Pro Light Use for headlines, captions and body copy at any size.
Calibri Regular (default for PC users) Use for headlines, captions and body copy at any size.
Arial Regular (default for Mac users) Use for headlines, captions and body copy at any size.
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRr SsTtUuVvWwXxYyZz 1234567890$£€™®@;:!?
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRr SsTtUuVvWwXxYyZz 1234567890$£€™®@;:!?
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRr SsTtUuVvWwXxYyZz 1234567890$£€™®@ ;:!?
DIN Next Rounded Pro Regular Use for subheads and as emphasis for any type 24 pt. and below. This weight is also preferred for web and broadcast applications.
Calibri Bold Use for subheads and as emphasis for any type 24 pt. and below.
Arial Bold (Mac users) Use for subheads and as emphasis for any type 24 pt. and below.
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRr SsTtUuVvWwXxYyZz 1234567890$£€™®@;:!?
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRr SsTtUuVvWwXxYyZz 1234567890$£€™®@;:!?
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRr SsTtUuVvWwXxYyZz 1234567890$£€™®@;:!?
Column Width
AOL Brand Guidelines Color and Type Page 27 Leading
This type is set at 14 pt. At this size, the 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 all communications. All caps may be used very occasionally for subheads. Leading The term leading refers to the space 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 same as the type size or even less, if appropriate. Tracking Tracking is the space between letters. Set DIN Next Rounded Pro with -15/1000 em tracking. Let ters should never “crash” or touch each other. 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. The column width should not be more than 72 characters wide.
Leading
This type is set at 72pt. At this size, the leading should be 100% of the point size, 72pt. This is sometimes referred to as solid leading. The tracking is -15. The column width is 32 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 Applications Page 30
01
Sample Applications The following pages are a range of examples to help you bring the new AOL brand to life. Thes e 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 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 t ype 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,
03
02
AOL Brand Guidelines Applications Page 31
AOL Brand Guidelines Applications Page 32
05
06
07
08
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 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 Applications Page 33
09
10
11
12
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 bet ter. 11 Tri-Fold Leaflet Here, the canvas is the pr imary visual 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, it’s 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 wor dmark can be moved and sized for best composition results.
AOL Brand Guidelines Applications Page 34
13 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.
14
AOL Brand Guidelines Applications Page 35
15 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 channel’s 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 channel’s dominant color, which is royal blue.
16
AOL Brand Guidelines Appendix Page 36
Appendix
