Stella Artois

THIS DOCUMENT will introduce
you to the basic elements of

our identity system and explain
how we use our assets to build
the world of Stella Artois.
Understanding and adhering
to these guidelines is essential to
maintaining the premium quality
and timeless character that
has made Stella Artois famous
around the globe.
5
Brand Guidelines 2019
CONTENTS BRAND HISTORY 8
DESIGN STRATEGY 14
KIT-OF-PARTS 28
LOGOS 32
COLOR 82
TYPOGRAPHY 90
PATTERN 96
PHOTOGRAPHY 128
CONTACTS 150
6 7
Brand Guidelines 2019 Brand History
BRAND HISTORY
8 9
AT STELLA ARTOIS, we are proud of our Belgian

roots. Our story can be seen on every bottle of Stella
Artois. If you look closely, hints of our origins are
proudly displayed.
By 1366, roots of our brewing tradition had been

established in the city of Leuven, Belgium—which
is also where the original Den Hoorn brewery, was
founded. The symbol of the Den Hoorn Brewery, the
hunting horn, is proudly displayed in Stella Artois'
cartouche to this day.
Sebastian Artois was admitted to the Leuven

Brewer’s Guild as a Brew Master in 1708, and only
nine years later purchased the Den Hoorn brewery.
In memoriam, you can find his last name on the
brewery and every bottle of Stella Artois around
the world.
The Artois Brewery was so beloved internationally

and locally, a special batch was created as a
Christmas gift to the people of Leuven. That special
batch was the first to officially include "Stella" in its
name. "Stella", meaning star in Latin, pays homage
to this original occasion, accompanied by a star on
every bottle.
So next time you see a bottle of Stella Artois, take

note of the rich history paired with the rich flavor in
every bottle.
10 11
12 13
Brand Guidelines 2019 Design Strategy
DESIGN STRATEGY
14 15
WHAT IS DESIGN STRATEGY?
The purpose of a design strategy
is to translate Stella Artois' brand
ideal into tangible and usable
design language.
16 17
WE TOOK INSPIRATION
FROM OUR PAST TO CRAFT
A DESIGN STRATEGY
THAT MOVES US INTO
THE FUTURE...
18 19
Earliest confirmed Sebastian Artois is born. Sebastian Artois purchases Leonard purchases the Stella Artois is first The fifties mark the first Spurred on by
date for the Den Horen. leading brewery in Leuv brewed five times in major push of advertising and successful advertising
existence of a en, de Prins Karel (“the October under the marketing for the brewery. campaigns and a
brewing tradition Prince Charles”), and turns code name “X.” The idea that a beer should number of mergers
in Leuven. it into a third brewery. be served in a branded and takeovers, total
The Artois Breweries have glass, with the label facing production of Artois
grown into a large enterprise the customer, is introduced Breweries climbs from
with 110 employees. around 1958. just over 1 million
hectoliters in 1959
to over 4 million
hectoliters by 1973.
1366 1466 1680 1708 1717 1733 1793 1840 1925 1926 1958 1970 1973 1997
First clear reference The Artois Breweries are

to Den Horen functioning like a well-
brewery, dated Sebastian Artois is oiled machine, producing
July 31. From at least admitted to the Adrian, Sebastian's the two beers for which
1446 to 1461, this Leuven Brewers Guild son, joins the Brewers the town of Leuven was Stella is registered as a In Brussels alone, local
same site was and begins working Guild as a brewmaster justifiably famous: Leuven trademark on January sales of Stella Artois hit A major initiative
functioning as a as an apprentice at Den on October 6, taking over white beer (much like today’s 19. Stella Artois is on sale 400,000 hectoliters, up begins marketing
metalworks, Horen. Marries Barbara beer-making duties from Hoegaarden) and the slightly in Brussels, Leuven, and 300,000 hectoliters in the Nine-Step
not a brewery. Hermans on June 19. his mother, Barbara. darker Peeterman beer. Antwerp by September. less than twenty years. Pouring Ritual.
20 21
Logo
1926 1948 1962 1973 1975 1977 1985 1988 Today
Bottle
1926 1948 1962 1973 1985 1988 Today
Chalice
1960 1973 2002 2006 Today
22 23
24 25
Charismatic
Enduring Contemporary
Relevant Distinctive
Permanent Style
Classic Artistic
TIMELESS EUROPEAN DESIGN

A Way of Life
Inviting
Warm & Human
Exuberant
Effortless
26 27
Brand Guidelines 2019 Kit-of-parts
KIT-OF-PARTS
28 29
Brand Guidelines 2019 Kit-of-parts
PRIMARY MARKS SECONDARY MARKS
HORIZONTAL WORDMARK
FULL COLOR CARTOUCHE CARTOUCHE OUTLINED CARTOUCHE RED STAGE OUTLINED STAGE
CIRCULAR WORDMARK
HERITAGE MARKS TYPE PHOTOGRAPHY ILLUSTRATION
APERCU
PRO
PRIMARY FONT
PATTERNS COLOR
30 31
Brand Guidelines 2019 Logos
LOGOS
32 33
FULL COLOR The Full-color cartouche is only

used on packaging and on our
CARTOUCHE iconic chalice—no where else.
APPROVED USES Permission must be secured from
• Packaging ONLY
the Global Brand Team for any other
applications outside of primary or
secondary packaging.
34 35
RED The single-color, red cartouche

is our primary logo. It’s been
CARTOUCHE simplified from the full-color
APPROVED USES version for a bolder and more
• Comms
• Social contemporary look. Think of it as
• Experiential
• Trade our signature, and use it proudly
• Merchandise
• LTO/Heritage
across all communications.
• High-end Venues
• Pack
We also have a white version to
use on a colored background and
a black version to use when full
color is not available due to cost
considerations/printing limitations.
36 37
38 39
Brand Guidelines 2019 Logos 01 02
RED 01 DON’T
add embellishments of any kind.
CARTOUCHE
GUARDRAILS 02 DON’T
rotate the mark.
03 DON’T 03 04
change the color of the mark to a

color other than red or tonal.
04 DON’T
remove elements from the mark.
05 DON’T
skew, distort, or warp the mark. 05 06
06 DON’T
place on a busy backgrounds (ex. a
busy photo or pattern).
07 DON’T
place the mark on backgrounds that
07 08
do not have enough contrast.
08 DON’T
mask out photography or patterns
through the cartouche.
40 41
OUTLINED The tonal outlined cartouche is

used for ambient branding when the
CARTOUCHE brand wants to show up in a more
TONAL recessive manner. It is intended to
APPROVED USES
be used to add texture, for example,
• Experiential
• Limited-Edition Executions
as an etched mark on a mirror.
• Merchandise
• High-end Venues
42 43
44 45
OUTLINED 01 DON’T
CARTOUCHE
rotate the mark.
03 DON’T 03 04
change the color of the mark to a

04 DON’T
remove elements from the mark.
05 DON’T
skew, distort, or warp the mark. 05 06
06 DON’T
07 DON’T
07 08
08 DON’T
46 47
Brand Guidelines 2019 Logos Crop 01
CARTOUCHE When cropping any variation of

the cartouche, there are only four
CROPPING approved options. Be mindful of the
APPROVED USES safe area when cropping to ensure
• Comms
• Social that the visible area is actually visible
• Experiential
• Trade within the specific execution (i.e. on
Crop 02
• Merchandise
• LTO/Heritage
a shelf for instance, you may decide
• High-end Venues
• Pack
to place the cartouche a bit higher
to ensure "Artois" is not cut off by
the shelf-lip).
CROP 01
This crop allows for the complete
legibility of the entire brand name. Crop 03
Whether cropped on the right or
left, Stella Artois must be in view.
CROP 02
This crop showcases the Stella
bar-call.
CROP 03 Crop 04
This crop shows only the letters
S-T-A-R.
CROP 04
This crop is a center-aligned
crop, with the entire Stella Artois
wordmark visible.
48 49
50 51
Brand Guidelines 2019 Logos Solid Stage
STAGES Our Stages are created using the

form of our Cartouche without
APPROVED USES
• Experiential
the Stella Artois wordmark. They
• Limited-Edition Executions
• Merchandise
are used in collaboration with
• High-end Venues other brands, organizations, or
artists, but should not be used
with photography.
SOLID STAGE
The Solid stage should be
used when we are highlighting
a singular piece of art (i.e. one
person or object).
OUTLINE STAGE
Our outline stage should be used
in artist collaborations, if the white Outline Stage
space or art works better with the

outlined stage.
The tonal stages are to be

used in the same fashion as the
tonal cartouches.
Exceptions may apply; please get approval from the Brand
Team before proceeding.
52 53
54 55
STAGE 01 DON’T
GUARDRAILS
02 DON’T
rotate the stage.
03 DON’T 03 04
change the color of the stage to a

04 DON’T
remove elements from the stage.
05 DON’T
skew, distort, or warp the stage. 05 06
06 DON’T
crop the stage.
07 DON’T
07 08
08 DON’T
56 57
CLEAR SPACE In order to maintain clarity, legibility,

and visibility, we always keep a set
distance around our CARTOUCHES
and STAGES, which should not be
violated by text or image.
We use a clear space of X around

our cartouches, where X equals X X
the height of the letter “S” in our
cartouche. For the stages, the clear
space should be approximately
the same.
X X
58 59
HORIZONTAL Our horizontal wordmark is to be

used in cases where it is materially
WORDMARK impossible to use the Cartouche
APPROVED USES or where space does not permit
• Extreme horizontal applications
• In conjunction with the Cartouche optimal legibility of the Cartouche.
It may also be used as a secondary
brand communication, if the
Cartouche is already being used
within an execution.
The tonal version and black & white

version are for use when full color is
not available.
60 61
62 63
HORIZONTAL 01 DON’T
WORDMARK
rotate the wordmark.
03 DON’T 03 04
change the color of the wordmark

to a color other than red or tonal.
04 DON’T
remove elements from
the wordmark.
05 DON’T 05 06
skew, distort, or warp the wordmark.
06 DON’T
07 DON’T
07 06
08 DON’T
crop the wordmark in a way that
cuts through the star.
64 65
CIRCULAR The circular wordmark is typically

used in round applications, like a
WORDMARK coaster or bottle cap.
APPROVED USES
• Circular applications only
The tonal version and black & white
version are for use when full color is
not available.
66 67
68 69
70 71
CIRCULAR 01 DON’T
WORDMARK
rotate the wordmark.
03 DON’T 03 04
change the color of the wordmark

to a color other than red or tonal.
04 DON’T
remove elements from
the wordmark.
05 DON’T 05 06
skew, distort, or warp the wordmark.
06 DON’T
07 DON’T
07 08
08 DON’T
don't crop the wordmark.
72 73
CLEAR SPACE In order to maintain clarity, legibility,

and visibility, we always keep a set
distance around our secondary
marks, which should not be violated
by text or image. X X
WORDMARK
We use a clear space of X around X
our wordmark, where X equals
the height of the letter “S” in X X
our wordmark.
CIRCULAR WORDMARK
We use a clear space of Y around
Y Y
our label, where Y equals the
height of the space between Stella
and Artois.
Y Y
74 75
COLOR RULES This page contains a summary of

all approved logos and their colors.
We do not use any other logo color
variations. White is often used
on red, but can be used on other
surfaces i.g. mirrors. For specifics
on when to use each variation, see
the corresponding page.
76 77
Brand Guidelines 2019 Logos 01
LIMITED USE These heritage marks are for use

in high-end venues, experiential
HERITAGE events, and merch, when supported
MARKS by the cartouche or the wordmark.
02
03
78 79
80 81
Brand Guidelines 2019 Color
COLOR
82 83
Stella Black
COLOR
PMS Process Black
The Stella Artois color palette HEX 212120
is white with a confident use of R0 G0 B0
PALETTE red, gold, black, and grey used as

C0 M0 Y0 K100
accent colors.
When printing Stella Red, make Stella Red
sure to match the PMS color. When PMS 199

HEX D50032
printing Stella Gold, we only use foil R213 G0 B50
C0 M100 Y72 K0
or metallic ink. If foil or metallic is Stella Gold
not available, the flat gold color may Metallic PMS 10125
be used as a last resort. Foil Luxor 381
Avoid flat white/red executions. Stella Gold (Flat)
Always try to have a mix of all colors HEX A39665

R163 G150 B101
within the artwork. In physical C31 M30 Y65 K12
executions of the brand, we can

use texture to break up flat white
(for example, a pebbled leather
for a notebook instead of a flat Stella Grey
white cover). PMS Cool Gray 1

HEX D2D9D6
R217 G217 B214
C4 M2 Y4 K8
Stella White
R255 G255 B255

C0 M0 Y0 K0
84 85
COLOR Over the course of the year,

Stella Artois may partner with
EXCEPTIONS artists for collaborations. In these
instances, the partnership should
be celebrated and we can push the
boundaries of how we flex our brand
alongside the partner’s brand.
In these instances, using colors

that are authentic to the partner
is critical to ensure that we’re not
coming off as just another sponsor.
Special approval from the brand

team is required.
86 87
Brand Guidelines 2019 Color 01 02
COLOR 01 DON’T
use color combinations that are not
GUARDRAILS in this document.
02 DON’T
change the opacity of our
brand assets. 03 04
03 DON’T
modify Stella Artois brand colors.
04 DON’T
create gradient backgrounds with
our brand colors.
05 06
05 DON’T
modify our logo to match our
partner's colors.
06 DON’T
fake gold gradients.
88 89
Brand Guidelines 2019 Typography
TYPOGRAPHY
90 91
600 YEARS OF
Brand Guidelines 2019 Typography Subhead
TYPEFACES
BELGIAN HERITAGE
Our primary typeface, Apercu, is
used when copy is longer than five
words. We use it in two weights.
APERCU BLACK
Body copy
AT STELLA ARTOIS, we are immensely
Apercu black is used for sub- proud of our Belgian roots. Our story can
heads, tag lines, pull quotes or to be seen on every bottle of Stella Artois.
emphasize body copy. It is always If you look closely, hints of our origins are
in all caps. proudly displayed.
APERCU REGULAR
By 1366 roots of our brewing tradition had
Apercu regular is used for long-form
body copy or in all caps as a footer. been established in the city of Leuven,
Belgium—which is also where the original
Den Hoorn brewery was founded. Den
Hoorn laid the foundation for the quality
taste and standard Stella Artois is known for.
The symbol of the Den Hoorn Brewery is
proudly displayed in Stella Artois’ cartouche
to this day.
Footer STELLA ARTOIS HISTORY
92 93
600 YEARS OF
Brand Guidelines 2019 Typography 4X
SIZE AND
BELGIAN HERITAGE
POINT SIZE
When pairing subheads, body copy,
SPACING and footnotes, everything is 50% the
size of the other. AT STELLA ARTOIS, we are immensely
For example: 2X proud of our Belgian roots. Our story can
subhead = 45pt be seen on every bottle of Stella Artois.
body copy = 22.5pt If you look closely, hints of our origins are
footer = 11.25 pt proudly displayed.
LEADING
By 1366 roots of our brewing tradition had
The leading for Apercu as body copy
is about 120%. When using Apercu been established in the city of Leuven,
as anything other than body copy, Belgium—which is also where the original
the leading should be equal to the Den Hoorn brewery was founded. Den
point size. Hoorn laid the foundation for the quality
TRACKING
taste and standard Stella Artois is known for.
The symbol of the Den Hoorn Brewery is
The tracking should be set to 0. proudly displayed in Stella Artois’ cartouche
to this day.
X STELLA ARTOIS HISTORY
94 95
Brand Guidelines 2019 Pattern
PATTERN
96 97
OUR PATTERNS are an
warm and dynamic part of
our branding. Each pattern
represents a part of our
heritage—honoring our historic
past—while being applied in a
modern way, which points us
towards the future. Our patterns
add an element of warmth and
fun to the brand. They should be
mostly used on the "inside" as a
discovery moment, but can be
used with care for experiential.
98 99
Brand Guidelines 2019 Pattern Solid
STELLA Our Stella Script Patterns are used

to accent our executions and add a
SCRIPT surprise-and-delight moment.
PATTERN
APPROVED USES
• Trade
• Social
• Experiential
• Packaging
• High-end Venues
• Merchandise
• LTO/Heritage Outlined
Tonal
100 101
STELLA This script pattern can be used at

a variety of sizes as long as it stays
SCRIPT within the range outlined below.
PATTERN
SCALE MAXIMUM
The maximum scale of the script
Z
pattern is when one "Stella Artois" is
equal to Z, which is equal to 1/3 the
height of the given space.
MINIMUM
The minimum scale of the script
equal to A, which is equal to 1/6 the Minimum
Maximum
102 103
104 105
HORN The horn is a reference to the

original “den Hoorn” brewery.
PATTERN It is an emblem that connotes
brewing tradition and excellence.
106 107
HORN This horn pattern can be used at

PATTERN within the range outlined below.
SCALE B
MAXIMUM
The maximum scale of the horn
pattern is when one horn is equal to
B, which is equal to 1/4 the height of
the given space.
MINIMUM
The minimum scale of the horn
pattern is when one horn is equal to
C, which is equal to 1/8 the height of Minimum
the given space.
Maximum
108 109
110 111
HERITAGE Our heritage pattern is based off

of some of our historic marks and
PATTERN heritage typography. We leverage
archival language found in our old
labels, advertising, and ephemera.
The crafted, bold typography
with subtle serifs are true to our
heritage. By creating a pattern out
of our heritage marks and copy to
use in our current branding, we are
merging past and future.
112 113
B
HERITAGE This heritage pattern can be used at
SCALE
MAXIMUM
The maximum scale of the heritage
pattern is when the sans-serif
"Artois" is equal to B, which is equal
to 1/4 the height of the given space.
MINIMUM
The minimum scale of the heritage
pattern is when the sans-serif
"Artois" s equal to C, which is equal Minimum
to 1/8 the height of the given space.
Maximum
114 115
116 117
TYPE This pattern is created from one

of our favorite heritage marks. The
PATTERN playful way it can be read from
almost any angle gives it flexibility to
be used in a variety of ways.
118 119
TYPE This type pattern can be used at

SCALE
MAXIMUM
The maximum scale of the type
Z
equal to Z, which is equal to 1/3 the
MINIMUM
The minimum scale of the type
equal to A, which is equal to 1/6 the Minimum
Maximum
120 121
122 123
124 125
Brand Guidelines 2019 Pattern 01 02
PATTERN 01 DON’T
GUARDRAILS
02 DON’T
rotate the pattern.
03 DON’T 03 04
change the color of the pattern.
04 DON’T
remove elements from the pattern.
05 DON’T
skew, distort, or warp the pattern.
05 06
06 DON’T
place the pattern on unapproved
brand colors.
07 DON’T
place the type on top of patterns.
07
126 127
Brand Guidelines 2019 Photography
PHOTOGRAPHY
128 129
OUR PHOTOGRAPHY should
look more like art than
advertising, drawing the viewer
in to realistic scenes where
Stella Artois is the hero.
130 131
01 02 03
ACTIVE INVITING WARM
132 133
01 Our images show the product in

situation and never on a white
ACTIVE studio background. People are often
seen interacting with the product.
Tells a Story
Intriguing
Irresistibly Real
134 135
02 We’re a premium beer but above

all, we’re approachable and our
INVITING subjects must feel warm and
inviting. Our images communicate
stories by forming a connection
with the viewer by capturing the
essence of the moment. This is
accomplished through the lighting
of our subjects and the way our
subjects are portrayed; dynamic and
interesting compositions draw the
viewer in to our environments.
POV Shots
Open
Inclusive
Optimistic
136 137
03 Natural light and shadows are

present in our brand photography.
WARM The light source give the images an
overall sense of warmth—and spark.
Reflections and refractions through
lighting capture the premium quality
of the product and activate space
and surfaces.
Warm
Rich
Authentic
Dramatic
138 139
ART Stella Artois represents the best

of Europe. It’s vibrant history and
DIRECTION ambitious modernity in a union so
Capturing the perfect it’s timeless—an instant
Life Artois classic. For Stella, Europe is more than
just a place, it’s also a feeling, like a
European vacation at golden hour.
Each shot must feel like art rather

than advertising—like a renaissance
still-life painting, brought to life today.
The photos should draw the viewer
into the scene through interesting
compositions and dynamic points of
view. Showing meaningful connections
with the people around us and
savoring the beauty of life together.
140 141
SET DESIGN Each shot must feel like art rather

than advertising—like a renaissance
Artfully still-life painting, brought to life
Composed today. The photos should draw
the viewer into the scene through
interesting compositions and
dynamic points of view.
Settings should look sophisticated

and premium while still appearing
natural and inviting—embracing
imperfections, like crumbs and
wrinkles, to provide a human warmth.
Artistic
Sophisticated
Inviting
142 143
LIGHTING Lighting should appear natural,

providing dimension and the warmth
Golden Hour of golden hour to the scene.
Lighting
Reflections and refractions through
glass and beer should capture the
premium quality of the product and
activate space and surfaces. Light
can also be used to pull attention to
the focal point of the images, such
as the bottle, chalice, etc.
Natural
Warm
Dramatic
144 145
LIQUID Stella Artois is a premium beer that’s

made with the finest ingredients
Enticing Liquid and backed by more than 600 years
of brewing expertise. We want to
convey the premium quality of our
beer by displaying it in the best
light—capturing the beautiful range
of golden hues, lively bubbles, and
light, foamy head.
Premium
Refreshing
Delicious
146 147
FOOD Classic favorites that are elevated

yet accessible: The food we
STYLING showcase should be high-quality
Tastefully and thoughtfully prepared with the
Stylized Food warmth of a host. Avoid the overly
complex but do take the time to set
the table.
Our ingredients should look fresh,

as if it was just plated and ready to
be enjoyed (with a just-poured Stella
Artois, of course).
Artisanal
Accessible
Fresh
148 149
Brand Guidelines 2019 Contacts
CONTACTS
150 151
Brand Guidelines 2019 Contacts
TIM OVADIA
VP Marketing
Stella Artois
Tim.Ovadia@ab-inbev.com
OLGA GAVRILENKO
Global Marketing Director
Stella Artois
Olga.Gavrilenko@ab-inbev.com
JOSH GRIFFIN
Group Account Director
Jones Knowles Ritchie
JoshGriffin@jkrglobal.com
152 153

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THIS DOCUMENT will introduce

you to the basic elements of

CONTENTS BRAND HISTORY 8

AT STELLA ARTOIS, we are proud of our Belgian

By 1366, roots of our brewing tradition had been

Sebastian Artois was admitted to the Leuven

The Artois Brewery was so beloved internationally

So next time you see a bottle of Stella Artois, take

First clear reference The Artois Breweries are

1926 1948 1962 1973 1975 1977 1985 1988 Today

1926 1948 1962 1973 1985 1988 Today

1960 1973 2002 2006 Today

TIMELESS EUROPEAN DESIGN

PRIMARY MARKS SECONDARY MARKS

HERITAGE MARKS TYPE PHOTOGRAPHY ILLUSTRATION

FULL COLOR The Full-color cartouche is only

RED The single-color, red cartouche

change the color of the mark to a

OUTLINED The tonal outlined cartouche is

change the color of the mark to a

CARTOUCHE When cropping any variation of

STAGES Our Stages are created using the

space or art works better with the

The tonal stages are to be

change the color of the stage to a

CLEAR SPACE In order to maintain clarity, legibility,

We use a clear space of X around

HORIZONTAL Our horizontal wordmark is to be

The tonal version and black & white

change the color of the wordmark

skew, distort, or warp the wordmark.

CIRCULAR The circular wordmark is typically

change the color of the wordmark

skew, distort, or warp the wordmark.

CLEAR SPACE In order to maintain clarity, legibility,

COLOR RULES This page contains a summary of

LIMITED USE These heritage marks are for use

PALETTE red, gold, black, and grey used as

When printing Stella Red, make Stella Red

sure to match the PMS color. When PMS 199

Avoid flat white/red executions. Stella Gold (Flat)

Always try to have a mix of all colors HEX A39665

executions of the brand, we can

white cover). PMS Cool Gray 1

R255 G255 B255

COLOR Over the course of the year,

In these instances, using colors

Special approval from the brand

STELLA Our Stella Script Patterns are used

STELLA This script pattern can be used at

height of the given space.

HORN The horn is a reference to the

HORN This horn pattern can be used at

HERITAGE Our heritage pattern is based off

to 1/8 the height of the given space.

TYPE This pattern is created from one

TYPE This type pattern can be used at

height of the given space.

change the color of the pattern.

ACTIVE INVITING WARM

01 Our images show the product in

02 We’re a premium beer but above

03 Natural light and shadows are

ART Stella Artois represents the best