Oh, they did.
There was a magazine before AQ became AQ, it laid out the name, structure, program - everything. The first issues of the mag were issued in Saudi Arabia (if you go looking, get the *original* pdf’s, not copies). The software used for those is very rarely seen outside govt installations, even in the west, and runs only on large institutional servers.
I did a detail analysis on all the issues way back. It’s here, somewhere. Anyway, the name of the mag was al Tawhid.
Correction: Not Tawhid. Sawt al Jihad.
Interesting. I always understood why we were involved in Afghanistan during the Russia invasion...pushing back communism. What came afterwards (the Taliban) though was a travesty.