Project information
A brand once known for access, reimagined as a refuge.
As part of a broader initiative led by Code and Theory, AM:COLLAB was brought in to support the rebrand of AOL during a critical moment of transformation. With the backing of Yahoo’s executive leadership and in partnership with AOL’s product and marketing teams, the goal was to reposition the brand for a new generation of users. AOL had long been synonymous with access and early internet culture, but the task now was to evolve it into something more meaningful. Something that felt calm, human, and intentionally designed for today’s digital landscape.
We helped reimagine the brand as a refuge from the noise of the internet. The work began with a shift in tone, from transactional and tech-forward to emotionally resonant and culturally relevant. We brought warmth back to the experience, starting with a custom logotype, a refreshed take on the iconic running man, and a new color system that replaced cold blues with a confident, approachable yellow. The creative strategy positioned AOL as a space for thoughtful discovery, not just endless feeds. The visual system supported this shift through flexible layouts, expressive typography, and brand moments that felt personal instead of performative. The redesigned running man became more than a nostalgia play. It became a symbol of optimism and forward movement. Across every surface, the goal was to recenter AOL’s identity around clarity, calm, and emotional connection. The result is a brand that honors its legacy while feeling built for the internet people want now.
Services
- Brand Identity
- Digital Design
- Motion
