MUL Global BrandGuidelines H1 2021

2021 GLOBAL
BRAND
GUIDELINES
INTRODUCTION
The world’s most iconic brands are

consistent across time, geography, and
experiences.

This document has We provide specificity
been created to visually on the few things that
articulate Michelob ULTRA’s are mandatory, but omit
Brand World, and ensure details to provide flexibility
consistent, premium and and inspiration for agencies
ownable expressions of to create the best work
Michelob ULTRA across possible.
all touchpoints.
Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 2
Contents
INTRODUCTION 2 DESIGN OVERVIEW 39

WHAT'S NEW 4 Design Strategy 40
Updating Our VBI Toolkit 5 Design Principles 45
CREATING A DISTINCTIVE ASSET 6 Brand World Overview 51
What Does It Mean KIT-OF-PARTS 52
To Be Distinctive? 7 Overview 53
What Can Be A Our Packaging 54
Distinctive Asset? 8 Our Logo Lockup 72
Creating A Distinctive Our Open Ribbon 79
Asset For Michelob Ultra 9 Our Typography 91
OUR ICON 10 Our Color Palette 96
BRAND UPDATE TIMELINE 20 Our Photography 99
Brand World Elements Our Materials 105
Overview 21 Our Gear 109
Brand World Updates H1 2021 22 COMMUNICATIONS 119
OUR BRAND 25 CHECKLIST 129
Overview 26 CONTACT 131
Brand Manifesto 27
Our Target Consumer 31
Consumer Insight 33
Functional +
Emotional Benefits 34
Reasons To Believe 35
Brand Personality 36
Brand Purpose 37
Brand Summary 38
WHAT ’S
NEW
Michelob ULTRA Brand Guidelines 4

What's New
UPDATING OUR
VBI TOOLKIT
In an effort to build a distinctive asset

for Michelob Ultra globally, our VBI
Toolkit has been updated for 2021.
This version of the VBI
guidelines has the following
updates:
• Latest Michelob ULTRA • Harmonized ribbon

brand & design strategy with U.S.
to reflect the globally • Single tone red vs. two
consistent VBBP with the US tone red
• Prioritized the ribbon as the • Evolution of the brand
hero distinctive asset for world, excluding packaging
Michelob ULTRA
CREATING
A DISTINCTIVE
ASSET
Creating a Distinctive Asset
WHAT DOES IT MEAN

TO BE DISTINCTIVE?
Distinctive Assets help create shortcuts

to our memory of a brand.
WHAT CAN BE A
DISTINCTIVE ASSET?
Spencerian Script Dynamic Ribbon
A Distinctive Asset can be a logo,

brand mark, color, shape, structure,
photographic style, illustration,
typestyle, texture, character, ritual,
tagline, tone of voice or sound.
Contour Bottle Disc
Shorthand Red
CREATING A DISTINCTIVE
ASSET FOR MICHELOB ULTRA
Michelob ULTRA has been charged with

elevating the brand’s Brand World to
reflect its purpose and create brand
consistency.
In search for which Brand
World elements to elevate,
we’ve looked into our past
for assets that have the
most potential to become
distinctive.
OUR
ICON
Our Icon
HEADLINE
HERE
OUR ICONIC RED RIBBON:

Headline copy to go here, replace with
headline copy.
Gia dolo il modi omnimus,
quia volest invelig entinim The ribbon has been a hallmark of
Essustia doluptas quiam
dolupta voluptatur, volo et
the Michelob brand for decades.

usaniam volo eos ipid quam vellore, velit etum
quid que lab iure poribus volorro quae nonse laccat.
repraectem rerum recerup
tatatem liqui autate Ebis debitasitio volupti
corrovidebis quis eatur umquiam et omniatq
sandi diorrum que coraeces uossimin re dunt et ime
coribus. re, et veliciistium ilitat
et voluptaquis duntiam
volumqu.
Our Icon
Signifying best in class and highest

quality, the ribbon represents a long
history of award winning.
Our Icon
Winning has been a big part of our

brand’s past and our consumer’s lives,
but things are changing.
Our Icon
While it’s important to celebrate

our origins, we also need to look
to the future.
Our Icon
Opening up the ribbon means

opening up the possibilities.
Our Icon
It can become the thing that propels

you forward or the finish line at the end
of the race, not just the prize itself.
Our Icon
Our ribbon can be the frame

that supports us.
Our Icon
It can emphasize the reasons

to believe.
2.4
CARBS
Our Icon
2.4
CARBS
We’re moving towards global

consistency starting with the
brand world.
BRAND UPDATE
TIMELINE
Brand Update Timeline
BRAND WORLD PHASE OUT

Current Brand
PHASE IN
New Brand
ELEMENTS OVERVIEW World Elements World Elements
Beginning H1 2021, we will

phase out all of our current
Brand World elements.
DIN PRO NATIONAL SHARP SANS No.2

BOLD REGULAR BOLD
Aa Bb Cc Dd Ee Ff Aa Bb Cc Dd Ee Ff 1234567890
Gg Hh Ii Jj Kk Ll Mm Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz Tt Uu Vv Ww Xx Yy Zz
BRAND WORLD
UPDATE H1 2021
Deprioritize the use of: Note that the Pinnacle and

• Pinnacle 2-tone Ribbon will still live
• 2-tone Ribbon on our packaging until later
in 2021.
Discontinue using:
• 2-tone Ribbon
• Din Font
BRAND WORLD
UPDATE H1 2021
Start using: Note that the Pinnacle and

• Open Ribbon 2-tone Ribbon will still live
• 1-color Ribbon in on our packaging until later
logo lockup in 2021.
• National Font for
headlines
BRAND WORLD
UPDATE H1 2021
Start using: Note that the Pinnacle and

• Open Ribbon 2-tone Ribbon will still live
• 1-color Ribbon in on our packaging until later
logo lockup in 2021.
79
• National Font for
headlines
• Sharp No. 2 font
for numbers
CALS
OUR
BRAND

Our Brand
THE CULTURAL TENSION:

The sports and fitness industry promote
perfection at all costs…and reject
balance as an ingredient for success.
Our Brand
BRAND
MANIFESTO
When people talk about winning,

they talk about commitment, effort,
sacrifice. But these people are leaving
out the most important part.
Joy.
Our Brand
BRAND
MANIFESTO
True winners know the importance

of enjoying themselves.
Always have.
Arnold Palmer invented his own

drink after a golf tournament.
The ’85 Bears made a rap video before
winning the Super Bowl 46-10.
And when Brooks Koepka says that
golf is better when you’re wearing
an untucked shirt and sneakers, we
know he gets it too.
Our Brand
BRAND
MANIFESTO
Sure, you can grind yourself into

a pulp and still win a trophy or two
along the way.
Heck, look at Michael Phelps.
Our Brand
BRAND But if you’re in it for the

long haul — if you want to
MANIFESTO achieve real success —
you need to enjoy it.
Our Brand
BRAND
MANIFESTO
Brewed to have just 2.4 carbs

and 79 calories, Michelob ULTRA
gets this. We were put on the
earth to do this. To show the
world that enjoyment is not the
end game. It’s the whole game.
Michelob ULTRA.
It’s Only Worth It If You Enjoy It.
Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 31
Michelob ULTRA Brand Guidelines
Our Brand
TARGET
CONSUMER
The Michelob ULTRA consumer values

enjoying life as much as they enjoy
living a healthy lifestyle.
We’re speaking to men and When it comes to beer, clean
women, 35+, who believe ingredients and low cals and
that feeling good and being carbs are important, but
happy are most motivating finding something they enjoy
to live a healthy life, and our and feel good about is just as
increasing obsession with important.
“winning at all costs” is
taking its toll.
Our Brand
CONSUMER INSIGHT
“The rules of health

INSIGHT and wellness feel
CONSUMER
TRUTH unrealistic and
Living a healthy lifestyle make me anxious.”
isn’t about extreme diets
or a diehard workout schedule,
but rather about feeling good
and having a great time.
CULTURAL PRODUCT
TRUTH TRUTH
When it comes Michelob ULTRA has
to living a healthy superior innovations
lifestyle, we’ve that bring the balance
lost balance. of wellness to beer.
Our Brand
FUNCTIONAL &
EMOTIONAL BENEFITS EMOTIONAL BENEFIT
“I feel satisfied because I’m in

control and enjoying my life.”
FUNCTIONAL BENEFIT
“A clean, refreshing, light beer

that doesn’t weigh me down.”
Our Brand
REASONS
TO BELIEVE
No artificial colors or flavors Fewer

than 100 calories, fewer than 5 carbs
Aspirational, purposeful, dynamic, and
inclusive packaging and identity Range
of products to suit every type of fitness-
minded consumer Proven connection
to fitness since our inception

35
Our Brand
BRAND
PERSONALITY CONFIDENT
While we’re never cocky or brash, we are bold
and self-assured in how we move, think, and act.
OPTIMISTIC CURIOUS
We are driven to move forward because We’re open-minded and motivated to keep
we always believe the best is yet to come. on learning and getting better.
Our Brand
BRAND PURPOSE
Our brand purpose is our Everything our brand does,

North Star. It defines why across all touchpoints,
we exist and articulates should ladder up to our
the impact we want to brand purpose.
have on the world.
BRAND PURPOSE
Michelob ULTRA
exists to break the
conventions that
define well-being.
Our Brand BRAND PURPOSE
Michelob ULTRA exists to break
the conventions that define well-being
BRAND
SUMMARY FUNCTIONAL EMOTIONAL REASONS BRAND
BENEFIT BENEFIT TO BELIEVE PERSONALITY
With 79 calories Redefining the No artificial colors or flavors. Optimistic.
and 2.4 carbs, conventions of health Fewer than 100 calories, Confident.
Michelob ULTRA and well-being, fewer than 5 carbs.
is the beer that Michelob ULTRA Curious.
Aspirational, purposeful,
allows you to reminds you that dynamic, and inclusive
live an active, loosening up is part packaging and identity.
balanced lifestyle. of the process, and
that it's only worth it Range of products to suit
if you enjoy it. every type of fitness-minded
consumer.
Proven connection to fitness
since our inception.
CONSUMER INSIGHT
The rules of health and wellness feel
unrealistic and make me anxious.
CONSUMER VALUES CONSUMER TARGET

Health + Fitness Live and aspire to live a healthy lifestyle
Enjoying Life Aged 28+
DESIGN
OVERVIEW

DESIGN
STRATEGY

Design Overview
DESIGN Winning wellness brands

mix four magic ingredients:
STRATEGY
Winning wellness brands today

give us more than ever.
COMMUNITY
They don’t just push us to These wellness brands aren’t

be physically better, they just popular, they have
push us to be mentally better a cult-like following,
and in the process, bring becoming badge brands
us to the present, and to worn with pride.
each other. PHYSICAL EMOTIONAL
BETTERMENT BETTERMENT
LIVE IN THE
MOMENT

Design Overview
DESIGN
STRATEGY
PRODUCT
We have an opportunity to go beyond
the physical side of fitness, and embody
BRAND
something more dynamic and powerful
for today’s fitness-minded consumers.
By tapping into what
makes wellness brands
today so popular, we can
fundamentally change the
type of brand Michelob
ULTRA becomes. BADGE
BRAND

Design Overview
DESIGN
STRATEGY
Joy, energy and being

inclusive are at the
heart of our brand.
WE PLAY, WE WIN
We balance that
with being driven,
confident and bold.

DESIGN
PRINCIPLES

Design Overview
DESIGN
PRINCIPLES
1.
ASPIRATIONAL
Our pursuit to be our best
inspires others to want to
join us.
Elevated not luxury

Innovative not engineered
Ambitious not zealous
Design Overview
DESIGN
PRINCIPLES
2.
PURPOSEFUL
We’re intentional with our
details to achieve impact and
stand out.
Iconic not basic

Bold not vivid
Confident not brash
Sophisticated not polished
Design Overview
DESIGN
PRINCIPLES
3.
DYNAMIC
We are always in motion.
We are a movement that
draws people in.
Energetic not high octane

Refreshing not
thirst-quenching
Adventurous not outdoorsy
Multi-dimensional not
kaleidoscopic
Design Overview
DESIGN
PRINCIPLES
4.
INCLUSIVE
We champion a mindset and
bring people together, whoever
they are.
Crews not crowds

Open-minded not open to anything
Joyful moments not letting loose
Design Overview
DESIGN
PRINCIPLES
Aspirational Purposeful Dynamic Inclusive

Our pursuit to be our best inspires We’re intentional with our details We are always in motion. We are a We champion a mindset and bring people
others to join us. to achieve impact and stand out. movement that draws people in. together, whoever they are.
BRAND WORLD
OVERVIEW

OUR KIT
OF PARTS

Design Overview
OUR KIT
OF PARTS
SUPERIOR
LIGHT
BEER
Logo Product Typography Ribbon
186C 289C Cool Gray 1C
Color Palette Photographic Style Dynamic Illustration Materials
OUR PACKAGING

Our Packaging
PACKAGING
OVERVIEW
The goal of our packaging is to

uphold the Michelob ULTRA brand
and it’s values of being the premium,
low calorie, superior light beer that
never weighs you down.
It is important to have boldness of our secondary—
consistency across graphics every element embodies
and packaging (primary our design strategy. While
and secondary) globally, to exemplifying the passion,
ensure we convey our values. care and hard work in every
Throughout our packaging drop of Michelob ULTRA.
range, we flex our equities
to amplify our story. From
Note that our packaging will be
the Ribbon, to our modern changing later in 2021. These guidelines
cropped bottle, to the should continue to be applied to our
packaging the interim.
Our Packaging
PRIMARY BOTTLE
DESIGN OVERVIEW NECK LABEL
The Michelob ULTRA bottle is the heart

of our brand. It is the symbol of the most
refreshing beer in the world. MOTIF
Neck Label: The Ribbon Bottle: The bottle glass color

symbolizes our status as the should be flint, embracing
“Superior Light Beer” our the golden beer color as a
beacon to the world. The driver of taste. We have made
Ribbon needs to remain as adjustments where necessary,
prominent as possible on the understanding that some
center of the neck of the bottle.
markets will launch with an
If centering is not possible, amber bottle, later moving to FRONT LABEL
readjust lower on the neck. flint. The bottle, also, has our
Motif and Ribbon embossed on
Front Label: The design of the the shoulders embracing our PAPER
area within the front label is credentials as brewers of the

locked. The elements (including finest Michelob ULTRA.
type) within this part of the
label should never be altered Paper: PSL is preferred,
or repositioned, stretched or but metalized paper is also
skewed. See the full details on acceptable.
the following page.
Our Packaging
RIBBON AND
PINNACLE
Our iconic red ribbon works in concert

with our blue branded pinnacle to
highlight Michelob ULTRA's elevated
ambition.
The complimenting shapes The ribbon and pinnacle
of the ribbon and pinnacle should always align at the
create an upward movement horizontal center point of
that elevates the brand to its a layout.
ultimate peak.
Our Packaging
THE LABEL
DISSECTED
CAP NECK LABEL ALTERNATIVE NECK LABEL

The Michelob ULTRA label is a confident (CLEAR PSL) (PAPER)
symbol of the most refreshing beer in the

world. It is a perfect balance of color,
typography, and craft. The individual
elements do not communicate alone SCRIPT
what they do as a whole. For that reason,

the label should be used as a complete ULTRA
system, except for the elements that we 79 2.4

RIBBON
have outlined in this guide. CALS CARBS

CLAIMS
(SWEET GOTHIC MEDIUM)
Label: This is the primary Neck Label: The main neck
label. See the following label is the PSL version, but MOTIF
pages for the details about the alternative neck label is

label alternatives based on available for variations that PINNACLE
variations. are not able to achieve PSL.
Typography: The claims and Cap: Our white cap is S U P ERI O R

romance copy on our label another important element L I G H T B EER ROMANCE COPY
are set in Sweet Gothic in the Michelob ULTRA
Medium which is reserved design system.
for specialty headlines.
Our Packaging
THE LABEL
VARIATIONS
There are two different label variations

depending on the different market
scenarios, in accordance with legalities
around claims. NECK LABEL NECK LABEL
Primary Alternative
The primary label choice When “CARBS” cannot be
should focus on the “Cals” communicated, replace with
and “Carb” communication. “CRISP TASTE”—focusing on
This is used with the PSL taste credentials. For visual 95 2.6
CALS CARBS
version of the neck label, balance, the CALS claim
unless the PSL version is should be communicated
unavailable. by “73 CALORIES.” This is
used with the PSL version
of the neck label, unless the
PSL version is unavailable. S U P ERI O R S U P ERI O R
L I G H T B EER L I G H T B EER
MEXICO UNITED KINGDOM
Our Packaging
CAN DESIGN TAB
LABEL
Continuing in the spirit of our bottle,

our can also features our iconic
elements of our label and displays
them proudly on our can. RIBBON
Label Ribbon
The design of the label We showcase the Ribbon,
is locked. The elements Michelob ULTRA’s beacon
(including type) within this to world. The Ribbon sits in
part of the label should the center of the can and is
never be altered or emphasized by the Pinnacle
repositioned, stretched or below. Ensure the spacing
skewed. See the full details surrounding the Ribbon is
on the following page. equal to the spacing between
the Script and ULTRA and
ULTRA and the Ribbon.
Tab
The tab should always be
blue with our “M” motif.
Our Packaging
CAN DESIGN
DISSECTED
www.tapintoyourbeer.com
331 kJ / 79 kcal
92 kJ / 22 kcal
MOTIF
ENERGY (kJ / kcal)
Per 100ml
Per 355ml
As with the bottle label, the SCRIPT
1.2
individual elements on the
ULTRA
PLEASE DRINK RESPONSIBLY

can do not communicate
For further health

information visit
alone what they do as a 79 2.4 RIBBON
CALS CARBS
whole. This is the primary can CLAIMS
artwork. See the following
BREWED & CANNED IN THE USA. IMPORTED AND DISTRIBUTED IN THE
MICHELOB ULTRA IS A TRADE MARK OF ANHEUSER-BURSCH, LLC

UK BY AB INBEV UK LIMITED, LU1 3LS. CONSUMER HELPLINE: 0870 24
111 24 INGREDIENTS: WATER, BARLEY MALT, RICE, HOPS. SEE BOTTOM
FOR PRODUCED ON AND BEST BEFORE END. A LIGHT TASTING
PREMIUM BEER: 45% LOWER CALORIES THAN MOST PREMIUM BEERS.
pages for the details about
artwork alternatives based
ALC 3..5% VOL BEER

on market.
355ml
ABC
PINNACLE
SUPERIOR
000000
LIGHT BEER ROMANCE COPY
Our Packaging
CAN
MARKETS
There are two different can variations
www.tapintoyourbeer.com
331 kJ / 79 kcal
92 kJ / 22 kcal
depending on the different market
ENERGY (kJ / kcal)
Per 100ml
Per 355ml
scenarios, in accordance with legalities
1.2
around claims.
PLEASE DRINK RESPONSIBLY

For further health
information visit
73 CALORIES CRISP TA STE
Primary Alternative
FOR PRODUCED ON AND BEST BEFORE END. A LIGHT TASTING

BREWED & CANNED IN THE USA. IMPORTED AND DISTRIBUTED IN THE
MICHELOB ULTRA IS A TRADE MARK OF ANHEUSER-BURSCH, LLC

UK BY AB INBEV UK LIMITED, LU1 3LS. CONSUMER HELPLINE: 0870 24
111 24 INGREDIENTS: WATER, BARLEY MALT, RICE, HOPS. SEE BOTTOM
PREMIUM BEER: 45% LOWER CALORIES THAN MOST PREMIUM BEERS.
The primary artwork choice When “CARBS” cannot be
ALC 3..5% VOL BEER

should focus on the “Cals” communicated, replace with
and “Carb” communication. “CRISP TASTE”—focusing on
355ml
taste credentials. For visual
ABC
balance, the CALS claim SUPERIOR
000000
should be communicated by LIGHT BEER
“73 CALORIES.”
MEXICO UNITED KINGDOM
Our Packaging
PRIMARIES
DON'TS
DON’T change the colors. DON’T change the scale of any element. DON’T change the lock-up. DON’T colors that are not brand colors.
N O A D D I T I V E S
DON’T stretch or skew the label. DON’T crop the label. DON’T rotate the label. DON’T change the romance copy.
Our Packaging
SECONDARY DESIGN
OVERVIEW
PIECE COUNT
Our new secondary design heros our (DIN CONDENSED BOLD)
primary through a macro render of

the primary, showcasing the detail,
highlights, lowlights and condensation
in a bold, confident way. PRIMARY RENDER
Piece Count/Format Icon: visible, and the Pinnacle

The piece count is in the top- should hit the corners of
left corner of the front and the pack and correlate to
CLAIMS
side panel and typeset in the Ribbon on the front of (SWEET GOTHIC MEDIUM)
DIN Pro Bold Condensed and the primary. MATERIAL
combined with an icon of
the packages content type. Primary Renders: We use PINNACLE
Aim to leave about 0.25 a “blank” render on the
ROMANCE COPY
in/0.635 cm clear space from front panel, and overlay our (SWEET GOTHIC MEDIUM)
the corner. primary logo lockup on top to
create the front panel.
Pinnacle: The Pinnacle’s
position, proportion, and Materials: Where feasible
relationship to the Label is and viable, add matte and
fixed. It should always be metallic materials.
Our Packaging
SECONDARY DESIGN
FRONT PANEL — BOTTLE
We have compiled a few general

guidelines to follow when placing the
primaries on the secondary packs to
create standards among all of the SKUs.
Ideal Extreme Proportions
The ideal sizing of the In extreme vertical cases, the
primaries in comparison to crop will appear to be much
the secondary is around 40% larger, approximately 90% of
of the width. When sizing, the front panel. The Pinnacle
the entire label should be should always hit the corners
visible, while also having and emphasize the Ribbon,
beer visible above and below near center of the Front
the label for taste appeal. Panel.
Artwork For other extreme

25% 40% 25%
The same label artwork proportions on pack,
is to be used across all see the scaling page or reach
secondaries, its important out to the design contacts
that we don’t make the label on the last page of this
specific to any SKU. document.
Our Packaging
SECONDARY DESIGN
FRONT PANEL — CAN
The front panel for the can is mostly 5%
the same, but has a few key difference.

Ideal Artwork
The ideal sizing of the The same label artwork
primary in comparison to the is to be used across all
secondary is around 90% of secondaries, it’s important 79
CALS
2.4
CARBS
the height—with the whole that we don’t make the label
can visible. specific to any SKU.
. For other extreme
proportions on pack,
see the scaling page or reach
out to the design contacts
on the last page of this
document.
5%
Our Packaging
SECONDARY DESIGN 12
CONTIENE
355ML
BOTELLAS
TOP PANEL
All top panels are white, We strongly encourage the

featuring the Motif, Script, use of the full logo lockup on
ULTRA, Cal/Carb claims, all applications. However, in
and the Ribbon. The full cases where it is materially
logo lockup should be impossible to use the full
centered on the top logo lock-up, or where space
panel, and uninterrupted does not permit for optimal
by dieline obstructions legibility, the use of the
such as handles. horizontal logo lockup is
12
355ML℮
permitted. SLIM CANS
3.5% ABV
79
CALS
2.4
CARBS
Our Packaging
SECONDARY DESIGN DATE CODE 123456780
RESTRICTIONS
The following are the four different 79

CALS
2.4
CARBS
79
CALS
2.4
CARBS
options for how to treat the side panel

on the bottle secondaries. It can be
applied to the cans, too.
SUPERIOR SUPERIOR
LIGHT BEER
S U P E R I O R L I G H T B E E R
LIGHT BEER
S U P E R I O R L I G H T B E E R
No Restrictions to accommodate the Date

DATE CODE 123456780
This is the standard Code, leaving a clear space
treatment and should be of approximately 0.25
used whenever there are in/0.635 cm.
no restrictions. The Ribbon SUPERIOR
should be as close to center Dieline Restrictions LIGHT BEER
as possible with the Pinnacle If there are dieline
below emphasizing the restrictions, the space 79
CALS
2.4
CARBS
Ribbon—up until the bottom between the top of the

79 2.4
CALS CARBS
points of the Pinnacle do not pack and the obstruction

line up with the corners. (the handle, for example)
should be equal in distance SUPERIOR
LIGHT BEER
SUPERIOR
LIGHT BEER
Date Code Restrictions to the space between the

If there are Date Code obstruction and the x-height
restrictions, the piece of “Michelob” in the logo
count should be lowered lock-up.
Our Packaging
SECONDARY DESIGN
SCALING
When applying the secondary design

across various sizes, we must maintain
the essence of the crop design.
In order to accommodate Extreme Horizontal
varying proportions, subtle Keep as much taste appeal
adjustments are necessary of the beer as possible, while 24-PACK BOTTLES
to maintain an overall filling the space.
consistent appearance.
As we extend the secondary Legal
design, we want to maintain Legal must be consolidated
as much consistency and minimized, set in all
across SKUs. caps, at the legal minimum
size (including mandatory
The following are the icons, copy & UPC).
design elements to 6-PACK BOTTLES
maintain/adhere to: Logo Lockup
The Full Logo Lockup only
appears on a side panel when
primary packaging can't be
24-PACK CANS
featured due to restrictions,
causing blank space.
Our Packaging
SECONDARY DESIGN
PIECE COUNTS
Throughout our secondary

designs, we maintain a
PIECE COUNT VOLUME/TYPE/ABV
consistent and considered (DIN CONDENSED (DIN CONDENSED
piece count. There is one BOLD) BOLD)
recommended layout
type that includes an icon
designed per product, the
volume of the product, and
the type of product.
OUR LOGO
LOCKUP

Our Logo Lockup
PRIMARY AND PRIMARY SECONDARY
SECONDARY
Our logo is our beacon to

the world; our signature on
everything we execute.
The blue wordmark with It consists of two
the ribbon is the primary elements:
mark for the brand. It
should be used in most 1 Our considered
applications as our branded script and bold
sign-off, typically placed supporting typeface
in the bottom, middle
or right-hand corner of 2 Our solid red ribbon
communications.

Our Logo Lockup
MINIMUM PRIMARY SECONDARY
SIZE
To ensure production Note that the trademark

quality, the primary logo symbol is not included in
should not appear smaller the measurement of the
than 1" wide. width of the primary logo. MINIMUM MINIMUM
SIZE SIZE
1" WIDE 2" WIDE
The secondary logo should
not appear smaller than
2" wide.

Our Logo Lockup
X X
CLEAR
SPACE
In order to maintain clarity, No text or images should

legibility, and visibility, a violate the clearspace.
set amount of clearspace
around the logo has been The clearspace rules apply
established. equally to both the primary
and secondary logos and at
A clearspace of X around all sizes.
the logo, where X equals
the height of the ribbon,
should be maintained on X X
all sides of the logo.
X X
X X

Our Logo Lockup
RIBBON ON PRIMARY PACK

BOTTLES
PRIMARY PACK
SLIM CANS
SECONDARY PACKS
6-PACKS AND CASES
PACKAGING
Our red ribbon is always

used locked up with the logo
on packaging.
The red ribbon is a On primary packs, our
recognizable symbol of red ribbon can appear
our award-winning beer. cropped on the top of neck
Although the open ribbon labels and cans.
is used elsewhere in our
brand world, we use the On secondary packs, our
red ribbon when it is red ribbon is part of the
locked up with the brand logo lockup.
name and on primary and
secondary packs.

Our Logo Lockup
LOGO
IN COMMS AS SIGN-OFF
Our logo can be used as a

sign-off in communications.
CENTERED HORIZONTAL
Primary Secondary, use when space is limited

Our Logo Lockup
LOGO
DON'TS
DON'T change the color of the ribbon or logotype. DON'T place the logo on blue, black, or red or or reverse DON'T invert the logo. DON'T add a dropshadow or other effects to the logo.
the logo out of a dark background.
DON'T tilt the logo. DON'T encase the logo in a shape. DON'T obscure the logo with a product or other image. DON'T stretch or otherwise warp the logo.

OUR OPEN
RIBBON

Our Open Ribbon
OUR RIBBON
OVERVIEW
79
CALS
1 Standing Alone 2 As Product Backdrop 3 Interacting With Lifestyle 4 Supporting Type
5 As Dynamic Crop 6 As Pattern 7 In Store 8 In Environment
Our Open Ribbon
UPDATING OUR
RED RIBBON
Whether used as a frame We are moving towards

or dynamically interacting global consistency for our
with our photography, the brand visuals, including the
open ribbon is a prominent red ribbon, starting with the
and identifyable brand brand world. Across most of
assets. Our open ribbon our brand world, our classic
celebrates our heritage while red ribbon has evolved into
looking towards the future, an open ribbon. An exception CLASSIC RED RIBBON
Primary and secondary packaging
opening up possibilities, and is our primary and secondary continues to use our classic red ribbon
emphasizing our ideals. packaging which retain our
classic red ribbon. These will
transition to our updated red
ribbon later in 2021.
79
CALS
OPEN RED RIBBON SOLID RED RIBBON

Our open red ribbon is used throughout our brand world as emphasis and Our solid red ribbon is utilized in our logo
support for our messaging and to provide dimensionality to our photography

Our Open Ribbon
AS PRODUCT
BACKDROP
Our open ribbon acts as a

dynamic complementary
backdrop to our bold bottle
photography.
Our ribbon is flexible and

can be used in three distinct
ways. It should always be
used in our primary red color,
Pantone 186C.
FULL CENTERED CROPPED AT TOP CLOSE UP CROP

Our Open Ribbon
INTERACTING WITH
LIFESTYLE PHOTOGRAPHY
Our open ribbon dynamically

supports, interacts and
signs-off our lifestyle
photography.
Our ribbon is flexible

and can be used in three
distinct ways.
BACKGROUND INTERACTIVE FOREGROUND
Our Open Ribbon
SUPPORTING
TYPOGRAPHY
Our open ribbon can

dynamically interact, frame
and support typography and
our key messaging.
Our ribbon is flexible

and can be used in three
distinct ways.
LOCKED UP OVERLAPPING FRAMING

The ribbon should never touch the
edges of the page

Our Open Ribbon
DYNAMIC
CROPS
The open ribbon can be used as a

dynamically bold super graphic.
The ribbon “peak” must If multiple dynamic crops
always be in the frame. are used within the same
environment, ensure all
Use sparingly to support line weights are equal.
other key brand assets.
CENTERED 2 SIDES
Our Open Ribbon
RIBBON
SCALING
Most Instances Limited Instances

In most instances, when In some situations
scaling the open ribbon where there are multiple
the stroke weight should adjacent ribbons, the stroke
also scale proportionally with weights may be adjusted
the overall ribbon size. to be a single weight.
Make sure “Scale Strokes & Adjust the stroke to

Effects” in your application match the smaller of the
preferences is checked two weights.
when sizing a ribbon:
This should be done
sparingly. PROPORTIONAL SCALING
Stroke weights scale proportionally with overall
ribbon size. Make sure “Scale Strokes & Effects” is
checked when sizing.

Our Open Ribbon
SMALL SIZES
& DIGITAL
The stroke weight can be

adjusted when using the
open ribbon at smaller sizes,
like as an Instagram icon.
ADJUSTED STROKE WEIGHT

The stroke weight of the Instagram icon has been
adjusted to be viewable at smaller sizes.
Our Open Ribbon
SOCIAL
MEDIA
When cropping our open

ribbon for social media,
ensure there’s a margin at
least equal to the ribbon’s
stroke weight at the left,
right and bottom.
The open ribbon’s stroke

weight may be increased at
smaller sizes.
LARGE ICONS MEDIUM ICONS SMALL ICONS

(800 X 800 PX YOUTUBE (180 X 180 PX FACEBOOK) (110 X 110 PX INSTAGRAM)
400 X 400 PX TWITTER) Increase the ribbon’s stroke weight by 1pt Increase the ribbon’s stroke weight by 2pts
Keep the ribbon’s stroke weight in tact
Our Open Ribbon
MARGINS
The open ribbon can crop

at the top but should never
touch the left, right and
bottom edges of a page.
Leave a space at least the

width of the ribbon’s stroke
as a margin.
1X RIBBON MARGIN 2X RIBBON MARGIN DO NOT

The open ribbon should not touch the
left, right and bottom of a page.

Our Open Ribbon
OPEN RIBBON
DON'TS
DON'T change the color of the ribbon. DON'T fill the ribbon with color. DON'T fill the ribbon with a photo, pattern, or other image. DON'T crop the ribbon so tight that it no longer identifiable.
DON'T tilt the ribbon. DON'T add a dropshadow or other effect to the ribbon. DON'T use the ribbon horizontally. DON'T stretch or otherwise warp the ribbon.

OUR SUPERIOR
LIGHT
TYPOGRAPHY
BEER
Our Typography
SIMPLE &
PRACTICAL SHARP SANS NO.2
SEMI BOLD
Brand Font Specialty Font

National is our brand font. Applied primarily on NATIONAL
National should be used packaging, Sharp Sans MEDIUM
on all internal and consumer- clearly communicates what
facing communications as it we need it to say without
is a modern sans-serif that distracting from the brand.
is easy to read in both caps
and lowercase. A modern font with
distinctive numbers,
Sharp Sans works well in SHARP SANS No.2 NATIONAL MEDIUM
POS, POC, and Comms Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
activations. 1234567890 abcdefghijklmnopqrstuvwxyz
Sharp Sans also pairs SHARP SANS No.2 NATIONAL REGULAR
well with our brand font, Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ
National. 1234567890 abcdefghijklmnopqrstuvwxyz

Our Typography
SIMPLE & SUPERIOR

PRACTICAL
HEADLINES
LIGHT
National Bold
The typeface National should be BEER

used in all communications.
Headlines are set in National
LOREM IPSUM DOLOR SUBHEADS
National Medium
Bold; subheads are set DOLOR SIT AMET

in National Medium; and
body copy is set in National Lorem ipsum dolor sit amet, principes cotidieque eu vix, BODY
Regular. qui ad tantas virtute. Nulla graeci facete duo id, in tale National Regular
sonet omittantur qui. Qui volutpat mediocrem te, no nam
constituto dissentiunt, duo erant pertinacia in.
PREVIOUS BRAND FONTS CURRENT BRAND FONT

SWEET GOTHIC + DIN PRO NATIONAL
the superior SUPERIOR

ULTRA
lightFITbeer
FEAST LIGHT
RUNNING AND BEER
CYCLING EVENTS
Get active and up your performance with LOREM IPSUM DOLOR
Michelob ULTRA at sponsored running cycling Lorem ipsum dolor sit amet, principes cotidieque eu vix,
events across the country. Check out the qui ad tantas virtute. Nulla graeci facete duo id, in tale
events below to learn more and to register sonet omittantur qui. Qui volutpat mediocrem te, no nam
for opportunities in your area. constituto dissentiunt, duo erant pertinacia in.
Our Typography
SUPPORTING
OUR RIBBON
Headline copy always

appears centered and can
live below our open ribbon.
Our open ribbon can also be

used as a frame for copy.
HEADLINE STATS AS A FRAME

Our Typography
OVERLAPPING
OUR RIBBON
79
Two types of copy can
be used to overlap our
open ribbon.
1 Stats:
2.4 Carbs, 79 Cals CALS
2 Short headlines, no
longer than 5 words
STATS STATS SHORT HEADLINE

Should always appear centered and
not exceed 5 words when overlapping
the ribbon

OUR COLOR
PALETTE
Our Color Palette
BOLD, VIBRANT + PRIMARY COLORS
FRESH 186C 289C Cool Gray 1C

RGB 200 16 46 RGB 12 35 64 RGB 217 217 214
Color is an important We have carefully chosen HEX C8102E HEX 0C2340 HEX D9D9D6
building block of the our primary colors, CMYK 0 100 80 5 CMYK 100 76 12 70 CMYK 10 7 5 0
Michelob ULTRA brand. combining our bold red,
with a cool blue and white
Our color palette is based to cue refreshment.
directly on the distinctive
ULTRA label. Our color palette update
has also concentrated our
brand red from two colors
into one bold red selection.
PREVIOUS CURRENT
RED PALETTE RED PALETTE
185C 186C
186C

Our Color Palette
ADA WEBSITE
COMPLIANCE
To comply with the 186C 289C Cool Gray 1C

Americans with Disabilities
Act (ADA), typography
must meet a size and color
contrast threshold.
Body Copy
Cool Gray 1C and 186C must
not be used for body copy in
any web application. Instead,
copy should appear in
289C or black at a minimum
of 12pt.

OUR
PHOTOGRAPHY

Our Photography
OVERVIEW
Aspirational, Purposeful,
Dynamic, Inclusive.
1 Product Photography All photography should be:
focuses on the product Premium
& taste appeal. Subtle Casual + Real
tonal backgrounds Dynamic + Active
provide quiet space for Social + Fun
messaging and stand
out in the clutter of the
environment.
2 Lifestyle Photography
focuses on people and
lifestyle. The product
can be present, but
isn’t necessary when in
a branded online space
or where supported
by Michelob ULTRA
branding.
Our Photography
Photographic Style
PRODUCT
Dynamic, Inclusive
1 Setting & Camera Angle 3 Condensation & Ice
Using high-quality We use a natural
photography, our bottle and subtle level of
and can assets are condensation—never
confidently composed looking dry or drenched.
with a straight/head-on Ice can be present in
camera angle. small flecks.
2 Background
Our white background
acts as a backdrop for
the deep amber bottle
and shadowing of the
product, which provides
a sense of depth.

Our Photography
Photographic Style
PRODUCT &
LIFESTYLE
Dynamic, Inclusive
1 Brand Presence 3 An Inclusive Brand
ULTRA conveys an We’re about get-
authentic, active lifestyle. togethers. We should
Our brand should always avoid moments that
support this feeling, appear too introspective.
whether through product Even if a person is alone
photography or branded in the frame, it should
elements (in situation). feel like they’re with
friends or enjoying the
2 Focus on the Moment
moment.
We should focus on
moments and the people
enjoying them, rather
than a landscape or a
scene. These moments
should always feel
natural, never staged
or posed.
Our Photography
Photographic Style
LIFESTYLE:
WIN
Dynamic, Joyful, Inclusive
1 Dynamic + Active 3 Joy
Our brand should always Our brand should tell
support an active lifestyle a story of joy. People
through photography are happy and are
that shows real people enjoying the moment.
enjoying fitness, in The photography should
groups wearing premium capture a genuine
athletic wear. moment of joy.
2 Social + Fun
We’re about group
activities. We should
avoid moments that
appear too introspective.
Even if a person is alone
in the frame, it should
feel like they’re with
friends or enjoying the
moment.
Our Photography
Photographic Style
LIFESTYLE:
PLAY
Dynamic, Inclusive
1 Celebratory 2 Social + Fun
Show groups together We’re about a mix of
outside, in bars, or at people coming together.
home, where they are We should avoid
enjoying the feeling of moments that appear
success and reward. too introspective. Even if
a person is alone in the
frame, it should feel like
they’re with friends or
enjoying the moment.
OUR
MATERIALS

Our Materials
AUTHENTIC +
INVITING
When choosing material, In addition to the clean tones

it’s important that we aim and shades of metal, wood,
for authenticity. Faux finishes fabric and masonry, ULTRA
or fake substrates cheapen materials and substrates
our image. can be in our brand colors
where applicable.
WHITE MARBLE RED HERRINGBONE FABRIC BLUE NEOPRENE
LIGHT WALNUT BRUSHED ALUMINUM CONCRETE
Our Materials
Our Materials
OUR GEAR
Our Gear
Our Gear
COLOR
To allow the full flexibility To ensure the consistency of

of our color palette, White, the Michelob ULTRA brand,
Blue and Red may be used on when applying graphics to
garments as long as a clear blank garments please use
Michelob ULTRA logo lockup only the following colors:
is visible.
HEATHER
GREY
WHITE
DARK
BLUE
RED
Our Gear
SHIRT LABEL
COLOR
When creating a shirt label,

the Michelob ULTRA lock
up tag must be used in the
correct color combination to
reinforce brand recognition.
WHITE TAGS
For use on blue, red, grey
and white garments
Our Gear
SHIRT LABEL
PLACEMENT
To reinforce brand recognition when

using the cropped ribbon, the Michelob
ULTRA lock up tag must be applied in
an approved location.
All Garments Front: The label should be
Should have Michelob ULTRA placed .5” above the hem at
branded sew in sizing tags the bottom right
Back: The label should be

centered .5” below the collar

Our Gear
Our Gear
Our Gear
Our Gear
Our Gear
COMMUNICATIONS

UNDER OVER
21 21
CHECK LIST

Check List
Aspirational Purposeful
Our pursuit to be our best We’re intentional with
inspires others to join us. our details to achieve
impact and stand out.
Dynamic Inclusive
We are always in motion. We champion a mindset
We are a movement that and bring people together,
draws people in. whoever they are.
CONTACT
INFO

Contact Info
Audrey de Graaff Colleen O’Meara

Global Marketing Director, Senior Account Manager, JKR Global
Michelob ULTRA colleenomeara@jkrglobal.com
audrey.deGraaff@ab-inbev.com
Christopher Jones
Senior Marketing Director,
Michelob ULTRA
christopher.jones@anheuser-busch.com

THANK
YO U

MUL Global BrandGuidelines H1 2021

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MUL Global BrandGuidelines H1 2021

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2021 GLOBAL

The world’s most iconic brands are

INTRODUCTION 2 DESIGN OVERVIEW 39

Michelob ULTRA Brand Guidelines 4

In an effort to build a distinctive asset

• Latest Michelob ULTRA • Harmonized ribbon

WHAT DOES IT MEAN

Distinctive Assets help create shortcuts

A Distinctive Asset can be a logo,

Contour Bottle Disc

Michelob ULTRA has been charged with

OUR ICONIC RED RIBBON:

the Michelob brand for decades.

Signifying best in class and highest

Winning has been a big part of our

While it’s important to celebrate

Opening up the ribbon means

It can become the thing that propels

Our ribbon can be the frame

It can emphasize the reasons

We’re moving towards global

BRAND WORLD PHASE OUT

Beginning H1 2021, we will

DIN PRO NATIONAL SHARP SANS No.2

Deprioritize the use of: Note that the Pinnacle and

Start using: Note that the Pinnacle and

Start using: Note that the Pinnacle and

Michelob ULTRA Brand Guidelines 25

THE CULTURAL TENSION:

When people talk about winning,

True winners know the importance

Arnold Palmer invented his own

Sure, you can grind yourself into

Heck, look at Michael Phelps.

BRAND But if you’re in it for the

Brewed to have just 2.4 carbs

The Michelob ULTRA consumer values

“The rules of health

“I feel satisfied because I’m in

“A clean, refreshing, light beer

No artificial colors or flavors Fewer

Michelob ULTRA Brand Guidelines 35

Our brand purpose is our Everything our brand does,

CONSUMER VALUES CONSUMER TARGET

Michelob ULTRA Brand Guidelines 39

Michelob ULTRA Brand Guidelines 40

DESIGN Winning wellness brands

Winning wellness brands today

They don’t just push us to These wellness brands aren’t

Michelob ULTRA Brand Guidelines 41

Michelob ULTRA Brand Guidelines 42

Joy, energy and being

Michelob ULTRA Brand Guidelines 43

Michelob ULTRA Brand Guidelines 44

Elevated not luxury

Iconic not basic

Energetic not high octane

Crews not crowds

Aspirational Purposeful Dynamic Inclusive

Michelob ULTRA Brand Guidelines 50

Michelob ULTRA Brand Guidelines 52

186C 289C Cool Gray 1C

Color Palette Photographic Style Dynamic Illustration Materials

Michelob ULTRA Brand Guidelines 54

• Latest Michelob ULTRA • Harmonized ribbon

“The rules of health

“I feel satisfied because I’m in