03
Visual Standards Guide
03
Visual Standards Guide
INTRODUCTION This book is the visual standards guide which includes our final logo, typography, colors, image style, and new ideas of personal connections.
TABLE OF CONTENTS
01 02
03
THE NEW VISION Our Mission
P.10
The New Logo
P.12
THE NEW LOOK Logo Anatomy
P.16
Clean Space
P.18
Dimension Restrictions
P.20
Logo on Color Background
P.22
Incorrect Uses
P.24
Typography Standards
P.28
Color Palette
P.30
THE NEW FUTURE New Personal Connections
P.34
01 THE NEW PAGE
Our Mission
The New Logo
Visual Standards Guide
The New Page
10
11
OUR MISSION
WE HELP YOU CREATE AND MAINTAIN CONNECTIONS America Online (also known as AOL) is a massive company since 1989. It was the first Internet Service Provider in America. AOL provides an access to send e-mail and instant messages, which changed how people communicate with others. AOL is also a search engine that provides their customer with information they need.
Visual Standards Guide
The New Page
Our goal was to give our audience a place to get a lot of information. However, the reason we failed is that we couldn’t be unique and improve after lots of search engine showed up. Thus, we want to re-brand the brand and give a new identity that we stand for helping people create and maintain personal connections.
12
13
THE NEW LOGO Logo Elements AOL's new logo is a combination logo that combines a symbol and a wordmark. These elements will be used in different situations and defined in the section “dimension restrictions.”
The Logo's Concept The logo's concept is inspired by message in a bottle. Message in a bottle is to connect random people. It’s an innovated idea to make connections with people. For this reason, we pick up this idea because it matches our concept which is to create and maintain personal connections. The concept develops from convenience to connections. Convenience represents that AOL provides customers platform to get information in one place; connections mean that we are going to help our consumer to create and maintain their personal connections.
Visual Standards Guide
The New Page
14
15
02 THE NEW LOOK
Logo Anatomy Clean Space Dimension Restrictions Logo on Color Background Incorrect Uses Typography Standards Color Palette
Visual Standards Guide
The New Look
16
17
LOGO ANATOMY The logo anatomy separates our logo mark into symbol and wordmark, and defines their meaning.
This is a symbol mark that represents our concept message in a bottle. It is a combination of sea, bottle, and initial name.
Visual Standards Guide
The New Look
This is our wordmark that combines two different typefaces in order to communicate connections.
18
19
CLEAN SPACE The clear space has been established to ensure logo visibility and impact. Maintaining the clear space zone between the logo and other graphic elements such as type, images, and other logos. Ensure that the logo always appears unobstructed and distinctly separate from any other graphic elements.
x
2x
2x
15x
Visual Standards Guide
The New Look
x
x
3x
3x
3x
3x
3x
3x
6x
5x
6x
5x
3x
3x
3x
3x
3x
We designed two different typefaces in order to represent connections. Thus, we designed different typographic for the letter A and O. Our new logo uses sans serif typeface in order to indicate that our customers can contact others simply and easily.
20
21
DIMENSION RESTRICTIONS AOL’s Logo can be used in various size and composition, but there are rules to follow when the size and scales become smaller.
Main Logo
Symbol Only
4 in
2 in
1 in
0.5 in
Visual Standards Guide
The New Look
Wordmark Only
Symbol + Wordmark
Symbol + Wordmark
22
23
LOGO ON COLOR BACKGROUND When AOL's new logo will need to appear on light or dark color background, there is standards to use our new logo.
Main Logo
Visual Standards Guide
The New Look
Symbol Only
Wordmark Only
24
25
INCORRECT USES AOL's new logo should follow our standards. Here are incorrect examples of using our new logo.
Don’t Use Multiple Colors
Don’t Use Drop Shadow Effect
Don’t Change to Other Colors
AOL’s logo should be presented on singular color. Don’t use multiple colors on wordmark or symbol in any situation.
AOL’s logo should not be presented on any shadow effect. It should always be presented in an original way.
AOL’s logo should follow the standard’s guide. Don’t change to other colors that are not on the standard’s guide.
Visual Standards Guide
The New Look
Don’t Stretch logo
Don’t outline the logo
Don’t Change Composition
AOL’s logo should be kept in the same position in any situation. Do not stretch, extend, or squeeze the logo. The Logo should follow the standards guide.
Our new logo should follow the standards guide. Do not outline the logo in any situation.
The logo’s composition should follow standards guide. Do not use other composition that is not present on standards guideline.
26
27
INCORRECT USES
Don’t Use Gradient Effect
Don’t slant the Logo
Don’t Use on image background
AOL’s logo should be presented on singular color. Don’t use gradient color on wordmark or symbol in any situation.
AOL’s logo should be presented in an original way. Do not stew the logo.
AOL’s logo should not be used on the image background. It should always follow the standards guide.
Visual Standards Guide
The New Look
AMERICA ONLINE
AMERICA ONLINE
AMERICA ONLINE Don’t Add Graphics
Don’t Rotate the logo
Don’t Change Typeface
AOL’s logo should keep the same as original. Do not add any graphics on the logo.
AOL’s new logo has to follow the standards guide. Do not rotate the logo in any situation.
The new logo should not change any typeface. It has to follow the original logo.
28
29
TYPOGRAPHY STANDARDS
Aa
Standards typeface: Industry
General Function for Different Style
Typeface Specimen
INDUSTRY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+
Industry
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+
INDUSTRY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+
Industry Book style and all caps is for title.
Industry Book style is for small quote.
Industry light style is for big quote.
We select “Industry” typeface for our standards typeface not only because of a nice and clean sans serif, but it represents a technical style and futuristic sense. Our goal is to present that we are a technical company which provides an innovative way to connect others. Visual Standards Guide
The New Look
Aa General Function for different Style
Roboto Slab Roboto Slab Bold style is for small title.
Roboto Slab Roboto Slab Regular is for body text and caption
Standards typeface: Roboto Slabt
Typeface Specimen
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+
Roboto Slab has a dual nature. It has a mechanical skeleton, and the forms are largely geometric. At the same time, the font features have friendly and open curves. We think that this typeface matches our concept personal connections.
30
31
COLOR PALETTE AOL’s palette consists of color that communicates technology, enjoyment, and happiness to our target audience who is family, couples, and friends.
Primary Color
Secondary Colors
Royal Blue
Gold Yellow
Pantone 300 U
Pantone 136 U
#006EB6
#FAA851
C=92 M=55 Y=0 K=0
C=0 M=40 Y=77 K=0
Amber Orange Pantone 172 U #F26652 C=0 M=75 Y=69 K=0
Visual Standards Guide
The New Look
Royal Blue
Gold Yellow
Amber Orange
32
33
03 THE NEW FUTURE New Personal Connections
Visual Standards Guide
The New Future
34
35
NEW PERSONAL CONNECTIONS
America Online is not only search engine and Internet Service Provider, but we also helps our consumers create physical and virtual connections in order to maintain their relationship through products, service, environment, experience, education, and medium.
Visual Standards Guide
The New Future
Personal Connections
Physically
S6
rt
ne
Fa m
ili
rs
EN1
EX2
S2
es
Pa
EX4
EN2
EN3
ED3
MED2 EX1
EN7 Physically
EN4
MED3
Physically
Virtually
S3
P4
P5
EX3
P1
MED1 EN5
S4
EN6
P2
P3
Se
ED2
lf
S5
EX4
Physically
ds
S1
EX_Experience EN_Environment ED_Education S_service P_project MED_Media
36
37
Fr
ie
n
Personal Connections
Connect through Experience
Connect through Products
1//AOL Restaurant
1//AOL Memory Box
2//AOL Workshop
2//AOL Gift Shop
3//AOL Community Center
3//AOL Journal
4//AOL Volunteer Center
4//AOL Scrapbook
5//AOL Photography Studio
5//AOL Time Capsule
6//AOL Travel Inn 7//AOL Child-Care Center
Connect through Environment
Connect through Service
1//AOL Camp
1//AOL Board Games
2//AOL Outdoor Education Program
2//AOL Concerts
3//AOL Zoo Visiting Day
3//AOL Outdoor Movies
4//AOL Farming Experience Days
4//AOL Sport Clubs
5//AOL Farmers Market
5//AOL Photography Lab
6//AOL Picnic
6//AOL Outdoor Adventure Club
Connect through Education
Connect through Media
1//AOL Community Library
1//AOL Channels
2//AOL Community Classes
2//AOL Virtual Reality
3//AOL Partnership Program
3//AOL Medium
Visual Standards Guide
The New Future
Connect through Environment
Connect by Product
1//AOL restaurants AOL is to give a place that their customer can go and enjoy a date with their friends or companions. We want our customers to focus on talking with their friends so that this place will be quiet and make them feel comfortable to talk.
1//AOL memory box AOL provides a place that collects consumer’s treasured memories. The box is an ideal way to keep all of your photographs and memorabilia neat and organized in order to connect themselves.
2//AOL workshop AOL workshop is to give the consumer a place to connect a professional worker and get some help with them.
2//AOL gift shop AOL's gift shop is to provide platform that our consumer are able to buy present for their friends at special day, so they can keep in touch and increase their relationship.
3//AOL community center The AOL community center is a neighborhood center in California. The main goal is to provide educational, social, cultural and fitness programs for our consumer, so they have a place to go to get connections.
3//AOL time capsule AOL provides a product that communicates with past and future for our consumer. The time capsule is an ideal way to put an image or write a note in order to have a virtual communication with themselves in the future.
4//AOL volunteer center The volunteer center connects individuals, nonprofits, and businesses with opportunities and resources needed to support local communities. Thus, our consumers can connect with their neighbors.
4//AOL journal AOL encourages our consumer to write dairy for themselves because it is a way that connects with themselves in the past.
5//AOL photography studio AOL photography studio’s goal is to take a photo of their consumer in order to take the best moment so that our consumers can share with others or connect with themselves after several years.
5//AOL scrapbook AOL scrapbook is to encourage our consumer to collect their memory, so they are able to connect with themselves.
6//AOL travel inn The travel inn is to provide a place to get connections for the traveler. 7//AOL child-care center AOL day-care center is to provide a place to care their child for parents in order to maintain their friendship.
38
39
Personal Connections
Connect through Service
Connect through Education
1//AOL board games AOL board games' goal is to help our consumers start a connection with new friends.
1 // AOL community library AOL community library is an platform that provides materials that our consumers get information about creating maintain personal connections.
2//AOL concerts AOL concert provides many types of the concert because our goal is to provide another option in order to meet and hang out with their friends. 3//AOL outdoor movies AOL outdoor movies are to give our consumers a place to relax with their friends, and they are allowed to share their opinions with their new friends that they meet. 4//AOL sports clubs AOL sports clubs is a healthy lifestyle company passionate about inspiring healthier, more active lives in the communities we serve. Our goal is to provide a place that consumers are able to do an activity with their friends together. 6//AOL photography lab The purpose of AOL photography lab is to invite our consumers and their friends or family to go out because they can increase their relationship through this activities. 5// AOL outdoor adventure club AOL outdoor adventure club is to provide activities that our consumers invite their friends to attend a fun activity because we want our consumers increase their relationship emotion.
Visual Standards Guide
The New Future
2 // AOL community classes AOL community classes are to provide various activities for our consumers in order to create an platform that talks and does something together. 3 // AOL partnership program AOL partnership program is to help our consumers learn communication skills in order to reduce argument that they have.
Connect through Experience 1 // AOL camps AOL camps allow our consumers to have outdoor adventures because the purpose is to make our consumers connect nature environment with their families together. 2 // AOL outdoor education program AOL outdoor education program works on-theground with families, teachers and elected officials to educate them to be open-minded to connect with other people. 3 // AOL zoo tour AOL zoo tour is a two-hour entertaining and educational adventure activity because we want our consumers to have more choice to hang out with their friends and families.
Connect from Media 1 // AOL channel The goal of AOL's channel provides programs that help our consumers get together and increase each other's emotion. 2 // AOL virtual reality The virtual reality is going to provide a virtual connection with their friends because our consumers are able to connect with their friends anytime and anywhere by VR. 3 // AOL medium AOL medium is to provide a platform because it is to help our consumers manage and increase a longdistance friendship emotion.
4 // AOL farm experience activities AOL farm visiting activities offer variety of ways to experience different beautiful farms in order to provide options for our consumers to connect their friends and farmers. 5 // AOL farmers market AOL farmers market is widely acclaimed for both the quality and diversity of its fresh farm products and artisan and prepared foods. The goal is to provide a way to connect farmers directly. 6 // AOL picnic AOL picnic is an activity that invites our consumers go out and spend time with their friends and family, so they can increase their relationship emotion.
40
41
Visual Standards Guide
The New Future
42
43
Student Project Website_maintainpersonalconnection.com Design tool_Adobe Creative Cloud Typography_Roboto & Industry