AOL

1996–2004

AOL acronym

Set in Futura Extra Bold, this mark appeared as AOL began referring to itself by the three-letter acronym rather than the full America Online name. The bold geometric letterforms suited the brand's dominant position during the peak dial-up era.

2004–2009

Desgrippes Gobé rebrand

Designed by Desgrippes Gobé

Brand agency Desgrippes Gobé redesigned the mark in October 2004, coinciding with AOL's formal retirement of the America Online name. The custom letterforms replaced the generic Futura as AOL tried to reposition itself for the broadband era under Time Warner ownership.

2009–2024

Wolff Olins "Aol."

Designed by Wolff Olins

Wolff Olins introduced the lowercase "Aol." wordmark in December 2009, set in ITC Avant Garde, as AOL spun off from Time Warner and began trading independently on the NYSE. The trailing full stop was a deliberate punctuation-as-punctuation device, and the wordmark was designed to sit over rotating artist-commissioned backgrounds.

2024–present · current

2024 rebrand

After 15 years with the Wolff Olins identity, AOL returned to all-capital lettering and dropped the trailing full stop in December 2024. The custom letterforms echo the rounded geometry of Futura Extra Bold, a nod to the 1996 era, while a new yellow accent color and the return of the AIM mascot marked a broader nostalgic repositioning.