AOL Visual Standards Guide - Chris Leon

Visual Standards Guide

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Visual Standards Guide

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Table of Contents 8

Chapter 1: AOL’s New Logo AOL’s New Logo Logo Components Mark Symbolism

16 Chapter 2: AOL’s New Vision Logo System Clear Space Dimension Restrictions Reversed Logo Incorrect Logo Usage Color Palette Typography Standards Business System 40 Chapter 3: AOL’s New Direction Future Expansions

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Chapter 1:

AOL’s New Logo

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AOL’s New Logo

The Concept Behind the New Logo The interconnection between people, ideas, and communities sits at the heart of AOL’s new brand image. So, for the new logo, I wanted to create a graphic symbol that was a combination of A, O, and L. By using a framework of connected circles, the graphic symbol should represent the multi-layered mission of AOL. From this symbol, the logotype was also born using the letterforms found in the symbol.

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Logo Anatomy

The Anatomy of the New Logo The main framework of the new logo is the two overlapping sets of concentric circles. The same framework for the letterforms are used in graphic symbol with the only alterations being to the A, switched is slightly stretched and cross bar no longer connects.

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2X

3X

X

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Logo Components

Symbol

Wordmark

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Mark Symbolism

Initial “A”

Initial “O”

Initial “L”

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Chapter 2:

AOL’s New Vision

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Logo System

Signature

The signature includes both the symbol and the word mark placed side by side, all four colors are used. The signature can also be displayed in black and white.

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Symbol

The symbol also utilizes all four colors to maintain the visual impact of the mark. The goal is something memorable that leaves a lasting image in the viewers mind.

Wordmark

The wordmark uses the letterforms found in the symbol with some alterations made to the “A� to make the mark more consistence. The color should remain the 50% gray.

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Clear Space

What is Clear Space?

Clear space is the border around logo that should be kept clear of any text or other graphic elements. Maintaining the clear space zone between the logo and other graphic elements ensures that the logo always appears unobstructed and distinctly separate.

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Dimension Restrictions

What are Dimension Restrictions?

In order to ensure the logo is recognizable, the logo must always be displayed at a size large enough to read both the logo type and the registered trademark.

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Logo Version A

Logo Version B

Logo Version C

Larger than .5 Inch

Smaller than .5 Inch

Smaller than .25 Inch

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Reversed Logo

What is reversed logo?

The logo versions shown opposite demonstrate proper usage on a dark background. The reversed logo can be applied in black, or white. This standard is to applied to all versions of the logo.

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Incorrect Logo Usage

What is Incorrect Logo Usage?

The new AOL logo has been created with specific dimensions, ratio, and architecture, and those should be honored when using logo.

Presented opposite are some example of incorrect logo usage, and these hold true whether using the symbol, wordmark, or signature.

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Do not delete parts of logo

Do not outline logo components

Do not distort or stretch the logo

Do not change typeface of wordmark

Do not rotate the logo

Do not place on similar color background

Do not add drop shadow

Do not add gradients to logo

Do not use colors outside brand palette 29

Logo Variation

What Logo Color Variations are Acceptable?

Whenever the signature or symbol lives on a white background it should be presented in full color. If it is just the wordmark, that should be presented in the 50% grey. It is also okay for the symbol, wordmark, or signature to live on black or colored backgrounds, in which case they should be presented in the all-white variation (except in the case of a very light colored background where for legibilities sake it should be presented in the all-black variation).

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Symbol with Background

Wordmark with Background

Signature with Background

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Color Palette

What is AOL new logo Color Palette?

Beyond black and white, the AOL logo should only appear in the brand’s primary color palette of cyan, magenta, 50% grey and “AOL” blue. All of the colors are process colors which allows for ease of use across printed and promotional materials. When it comes to later Brand Expansions, where it makes sense different expansions can feature colors outside this palette, but if that is the case the logo should be colored black or white.

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50% Grey

White

C: 0 M: 0 Y: 0 K: 50

C: 0 M: 0 Y: 0 K: 0

Cyan

AOL Blue

Magenta

C: 100 M: 0 Y: 0 K: 0

C: 100 M: 100 Y: 0 K: 0

C: 0 M: 100 Y: 0 K: 0 33

Typography Standards

What are AOL’s new Typography Standards?

Keeping consistent typography is important part of building the new AOL brand identity. To ensure consistency, there are set typefaces that should be used for all printed and digital material. The primary typeface is Roboto, a typeface that works well both printed and on digital screens. For display Typefaces, the option of using Playfair Display is also available, but it should be used sparingly

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Roboto Light Good Communication is a necessary part on a strong brand Identity.

Roboto Regular Good Communication is a necessary part on a strong brand Identity.

Roboto Medium Good Communication is a necessary part on a strong brand Identity.

Roboto Black Good Communication is a necessary part on a strong brand Identity.

Roboto 35

Corporate Business System

What are AOL’s new Typography Standards?

Keeping consistent typography is important part of building the new AOL brand identity. To ensure consistency, there are set typefaces that should be used for all printed and digital material. The primary typeface is Roboto, a typeface that works well both printed and on digital screens. For display Typefaces, the option of using Playfair Display is also available, but it should be used sparingly

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Chapter 3:

AOL’s New Direction

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Future Expansion The New AOL will look to connect communities, educate individuals, and service the world, and all future expansions of the brand should address at least one of these motivations. Through this AOL can strive to build a stronger global community.

Diagram AOL Centers (AC) AC1 - Computer Center AC2 - Accessible Education Center AC3 - Collaboration Center and Workspace AC4 - Buy Local Market AC5 - Neighborhood Language Center AC6 - Career Planning Workshop AC7 - AOL Connection Portal for Freelance Coders AOL Events (AE) AE1 - Technology Self-Sufficiency Seminar AE2 - Community Potlucks AE3 - Community Game Nights AE4 - Global Technology Summit AE5 - Employee Retraining Program

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AOL Services AS1 - Home Helper Group AS2 - New Friends Group Travel AS3 - Community WiFi AS4 - Family Calendar & Photo Share AS5 - Life Skills AS6 - Hand Me Down Electronic Swap AS7 - AOL Student Exchange Program AS8 - International News Exchange AS9 - Home Worker Connection Portal AS10 - AOL Global House Swap AS11 - AOL Micro-Financing for Developing Countries AS12 - AOL Online Tutoring

Impact: Global

Work

Home

Impact: Community AS8

AE4

AC5

AE2

AS2

AC3

AS4

AC4

Impact: Individual

AS9 AE1

AC6 AS5

AS1 AE3

AS10

AS3 AC7

AS12

AC1

AS11

AC2 AE5

AS6 AS7

School

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Future Expansions

1. AC1 - AOL Computer Community Center (Environment): A computer lab where people gather and gain access to computers and other technology they may not have access too. In addition, a knowledgeable staff will be available to help people use the tech and there will be after school programs for children who need a place to go and need access to computers.

4. AOL Accessible Education Center (Environment and Educational): A Continuing Education center that will offer classes ranging from vocational to exploratory for a wide range of ages in the community. The classes will be offered throughout the day so that they will be accessible to anyone who is interested and the classes will be affordable with the opportunity to take them for free.

2. AOL Home Helper Group (Service): A “geek squad” that will go older people’s home to help them set up and use their technology (i.e. computers, modem, wifi networks, phones, etc.). They will then periodically check back in with these people.

5. AOL New Friends Group Travel Program (Service): Geared towards older individuals and couples, it will be tour group travel for people from within a community who may not have the opportunity or ability to travel on their own. This will be a variety of travel options from domestic to international and some of the travel could be partially subsidized.

3. AOL Technology Self-Sufficiency Seminar (Event): Geared towards people with greater mobility, they will be arranged meetings where experts help people with technology they bring including phones, computers, etc. The seminar will be held in a group setting so that people from the community can work together to better understand. Experts will also give talks at these seminars.

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6. AOL Collaboration Center and Workspace (Environment): A community workspace where people could come to work and meet other entrepreneurs from the community and collaborate. It could operate as a sort of incubator for up and coming starts up from the area, offering some of the amenities normally only available if one works in an office.

7. AOL Community Meet Up and Potluck (Event): An opportunity for communities to gather together in the old fashion way, face to face, with fun activities and ice breakers to bring people closer together and finished off with a large pot luck with food brought by the members of community.

8. Verizon/AOL Community WiFi (Co-branding Opportunity): A collaboration between Verizon and AOL to bring free WiFi to communities so that people have the opportunity to have hi speed access to the internet anywhere in the community. This would allow people access who normally wouldn’t.

9. AOL Neighborhood Language Center (Environment): A community school that offers language classes geared towards people looking to learn a new language later in life. The goal is to bring people together so that they will have a better understanding and connection to the global community.

10. AOL Family Calendar & Photo Share (Service): A website/app where family members can post photos and daily updates of their children for older generations and other family members to enjoy creating a better connection between generations.

11. AOL Job Training Workshop (Environment): A one stop shop where people can get help with resumes and other career services. There will also be vocational workshops to help people with skills that will allow them easier integration back into the workforce.

12. AOL Community Game Night (Event): In the spirit of community and connection, a night of fun and games where the community can get together and play board games. The fun and games will create new relationships and bring people closer together.

13. AOL Local Stop and Shop Market (Environment): A store where local artisans and food producers can sell their food and wares to the community. Buying local will help strengthen communities and create lasting connections between its residents.

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Future Expansions

13. AOL Local Stop and Shop Market (Environment): A store where local artisans and food producers can sell their food and wares to the community. Buying local will help strengthen communities and create lasting connections between its residents.

14. AOL Life Skills Center (Service): A place where people can go to learn important life skills not generally covered in traditional education such as how to do your taxes, understanding a mortgage, etc. This will be largely geared towards people just leaving college who may not be fully prepared for life in the real word, but would be a useful for anyone who needs help.

15. AOL Hand-Me-Down Electronics (Service): Technology is often replaced long before it is no longer useful, upgraded for the newer model with more features. However these replaced electronics still have use elsewhere. This program would allow people to recycle their electronics, which AOL will send abroad to communities that need them so that people around the globe will have access to technology and the ability to connect with the rest of the world.

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16. AOL Student Exchange Program (Co-branding): In collaboration with top universities across the world, the exchange program would allow students to spend 1-3 weeks during inter-semester to take classes and explore different cultures. These are not semester’s abroad but rather shorter programs available to students who for various reasons don’t have the opportunity to attend semester long programs.

17. AOL International News Exchange (Service): The world is saturated with bad and numerous media corporations to cover them. Oftentimes this leads to positive stories being overlooked and uncovered. This service isn’t about covering all the news, it is a collaborative service where people around the world can upload positive local stories and read similar stories from around the globe, in an effort to humanize different cultures.

18. Global Technology Summit (Event): Collaborative summit where companies around the globe will gather together to share exciting new ways in which they are using tech in the hopes of building partnerships and a more cooperative corporate global community.

19. AOL WFH Connection Portal (Service, Co-Brand with Verizon): The opportunity to work from home is a perk of the modern work space, however often times the ability to work from home is limited by the strength of internet connection and other technology available at home. By partnering with verizon, AOL can provide companies and there employees secure networks, stronger connection speeds and tech necessary to increase productivity at home.

20. Employee Re-Training Program (Service): You can teach old dogs new tricks! As technology evolves it is important for the people in the workplace to keep up to date with technology. AOL would provide a training services to keep people up to date on the technology and make sure no one is getting left behind.

21. AOL Global House Swap (Service): Air BnB is a creative way to look at global travel, however safety on one end, and the uncertainity of who one is renting to on the other, are problems. To solve these issues, AOL has created an online community where people can converse with others and “swap� houses for vacations. This allows more knowledge of who is using the house and more open communication between renters.

22. AOL Online Tutoring (Service): A service for students to get individualized help on classes on regular intervals. The tutor will help the students develop organizational skills and proper study practices to help them skills that will help them succeed. The individualized lesson plans and on-call help will push students to do their best in school and life.

23. AOL Micro-Financing for Developing Countries (Service): A service that will allow corporate entities and individuals help finance work projects in developing countries through micro-financing loans. This will bridge cultures and allow for the building on a stronger global community.

24. AOL Freelance Coder Portal (Digital Center): A digital center where companies can post and bid on coding work from freelance coders across the globe. This will build a stronger global work community and increase access to talented workers.

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AC1

Type: Environment Name: A place to explore (AOL Computer Community Center) Introduction: Equal access to technology is something that must not be ignored. With the world becoming more and more digital, access and understanding of technology are necessary skills Description: A computer lab where people gather and gain access to computers and other technology they may not have access too. In addition, a knowledgeable staff will be available to help people use the tech and there will be after school programs for children who need a place to go and need access to computers.

Mission-focus: Ties to AOL’s desire to connect and educate people Similar to: This idea is similar to computer labs offered at educational institutions and in a way Apple stores without having to either own Apple products or be attending classes at the school. The open access is the main differentiator.

Ties to: Ties into AOL’s desire to create a series of community destinations that promote learning and betterment of the community.

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Community Centers offer a safe place for people to congregate and connect with one another.

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AC2

Type: Environment Name: A place to keep learning (AOL Accessible Education Center) Introduction: Learning should be a lifelong endeavor, with it is with the goal of furthering a career or personal development and betterment.

Description: A Continuing Education center that will offer classes ranging from vocational to exploratory for a wide range of ages in the community. The classes will be offered throughout the day so that they will be accessible to anyone who is interested and the classes will be affordable with the opportunity to take them for free Mission-focus: Ties to AOL’s desire to connect and educate people, through actual education in centers accessible to the entire community.

Education later in life is a great way to better oneself. Expanding one’s mind and interest is both healthy and productive.

Similar to: There are a number of continuing education companies in a number of different fields including Summit Education and the Edward Lowe Organization and many universities offer people within the community the opportunity to audit certain classes, where AOL will differ is in its commitment to community development through connection and participation.

Ties to: Ties in with AOL moving to more brick and mortar centers for education and personal betterment.

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Education doesn’t have to stop when you leave school, continuing education is an incredible way to enrich one’s life.

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AC4

Type: Environment Name: A place to shop (AOL Local Market) Introduction: Buying local promotes better community health and connection, now if only there was a place to easily do it.

Description: A store where local artisans and food producers can sell their food and wares to the community.

Buying local will help strengthen communities and create lasting connections between its residents. The end result would be a cross between a farmers market and craft fair in a singular fixed location.

Mission-focus: Ties to AOL’s desire to connect people and build a greater sense of community through promoting buying local.

Buying local goods is incredibly important to the health of a community and well-being of the people who live there.

Similar to: There are a number of nonprofits centered around promoting the idea of buying local including LocalHarvest and Sustainable Connections, as well as apps that center around local produce for delivery, where AOL would differ is in the creation of physical space for people to sell not only food but craft goods with a helpful staff to help with presentation and promote traffic.

Ties to: This idea links well with the other AOL environment in the creation of community centers where people can gather and connect..

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People often don’t know about the artisans that live in their community, by giving them a place, the hope is to remedy this problem.

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AC5

Type: Environment (Digital and Physical) Name: A place to communicate (AOL Neighborhood Language Center) Introduction: Learning a second language is an amazing way to better understand the larger world we live in.

Description: A community school that offers language classes geared towards people looking to learn a new language later in life. The goal is to bring people together so that they will have a better understanding and connection to the global community.

Mission-focus: Ties to AOL’s desire to connect people and foster community, in this case through creating more ways for people to communicate.

Similar to: This idea shares many similarities with language learning software such as Rosetta Stone, Babbel, Duolingo, and others however it differs because it will offer these classes both in person and online with real instructor time while still working at the students pace.

Ties to: Ties in with AOL to educate and build connections within the global community.

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Learning a new language is great way to learn about the rest of the world and better oneself all at the same time.

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AE2

Type: Event Name: Learning to come together (AOL Community Potluck) Introduction: Sometimes even the biggest differences can be solved through some delicious food.

Description: An opportunity for communities to gather together in the old fashion way, face to face, with fun activities and ice breakers to bring people closer together and finished off with a large pot luck with food brought by the members of community. This would also allow community members to come together to solve problems.

Mission-focus: Ties to AOL’s desire to connect people and foster community, in this case through a large group meal and activities.

Similar to: The community potluck is an idea that has been around for ages as a way to foster better communication and connection within communities many companies have potlucks for the same reason, by having regularly scheduled meet ups, AOL could help local governments.

Community gatherings like a potluck are a great way to build connections between people within the community. These connections are important for a stronger future.

Ties to: This is another way AOL can foster connections within communities.

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Good food has a way of bringing people together. When people are together it becomes easier to discuss ideas for the community.

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AE3

Type: Event Name: Learning to love thy neighbor (AOL Community Game Night) Introduction: Who doesn’t love a night of board games and friendly competition to bring a community closer together.

Description: In the spirit of community and connection, a night of fun and games where the community can get together and play board games. The fun and games will create new relationships and bring people closer together.

Mission-focus: Ties to AOL’s desire to connect people and build a greater sense of community through fun and board games.

Similar to: There are several smaller companies out their that offer variations on the idea of game night including Cal’s Game Nights, Meeple Mountain and Hexagamers usually by providing the space for these events to be hosted. Where the AOL variant would differ would be in the variety of games available (most others are very game type specific) and also through promotion and planning.

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Connecting over fun and games can build lasting relationships that will help a community grow stronger.

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Stronger communities mean healthier communities, and my having a event that brings people together can have a positive lasting impact in an individual’s life

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AS1

Type: Service Name: Someone to set it all up (AOL Home Helper Group) Introduction: Technology has had the effect of widening the generation gap because of a lack of understanding amongst older generations on the proper way to set up and use the technology many already have.

Description: A “geek squad” that will go older people’s home to help them set up and use their technology (i.e. computers, modem, wifi networks, phones, etc.). They will then periodically check back in with these people.

Mission-focus: Ties to AOL’s desire to connect and educate people, in this case with people to their technology.

Similar to: This idea is similar to a number of companies costumer support departments, in particular the Apple Care service, Amazon Home Service and Best Buy’s Geek Squad, without the prerequisite of purchasing the products from that location and by offering a more personal touch and prearranged follow-ups.

Ties to: This links to AOL’s goal of using technology to help people connect.

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Understanding how to set up their technology can be a major hurdle for many older people.

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AS2

Type: Service Name: Someone to see the world with (AOL New Friends Group Travel) Introduction: Traveling is an amazing way to experience and better understand the world around us.

Description: Geared towards older individuals and couples, it will be tour group travel for people from within a community who may not have the opportunity or ability to travel on their own. This will be a variety of travel options from domestic to international and some of the travel could be partially subsidized.

Mission-focus: Ties to AOL’s desire to connect and educate people, through travel opportunities that normally wouldn’t be available to them.

Similar to: Several universities offer group travel opportunities to their alumni, for example the Stanford Travel Study program, however this programs are often prohibitively expensive and only available to people who attended the institution. There are also a number of travel agencies that specialize in group travel, however none really focus on collecting people from within a single community.

Ties to: As people within a community connect through the AOL’s other centers and services, this will allow them to further their connections by exploring together.

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Traveling is a great way to learn about other cultures and the world around us, creating a more cohesive global community.

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AS7

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Traditional Foreign Exchange programs can be prohibitively time consuming or expensive for some students, making an alternative a great opportunity.

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Typography Roboto Design Christopher Leon Printing Imagink

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