MUL_Global_BrandGuidelines_H1_2021 (1)

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<p>2021 GLOBAL</p><p>BRAND</p><p>GUIDELINES</p><p>Michelob ULTRA Brand Guidelines 2Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 2</p><p>The world’s most iconic brands are</p><p>consistent across time, geography, and</p><p>experiences.</p><p>This document has</p><p>been created to visually</p><p>articulate Michelob ULTRA’s</p><p>Brand World, and ensure</p><p>consistent, premium and</p><p>ownable expressions of</p><p>Michelob ULTRA across</p><p>all touchpoints.</p><p>We provide specificity</p><p>on the few things that</p><p>are mandatory, but omit</p><p>details to provide flexibility</p><p>and inspiration for agencies</p><p>to create the best work</p><p>possible.</p><p>INTRODUCTION</p><p>Michelob ULTRA Brand Guidelines 3Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Contents</p><p>INTRODUCTION 2</p><p>WHAT'S NEW 4</p><p>Updating Our VBI Toolkit 5</p><p>CREATING A DISTINCTIVE ASSET 6</p><p>What Does It Mean</p><p>To Be Distinctive? 7</p><p>What Can Be A</p><p>Distinctive Asset? 8</p><p>Creating A Distinctive</p><p>Asset For Michelob Ultra 9</p><p>OUR ICON 10</p><p>BRAND UPDATE TIMELINE 20</p><p>Brand World Elements</p><p>Overview 21</p><p>Brand World Updates H1 2021 22</p><p>OUR BRAND 25</p><p>Overview 26</p><p>Brand Manifesto 27</p><p>Our Target Consumer 31</p><p>Consumer Insight 33</p><p>Functional +</p><p>Emotional Benefits 34</p><p>Reasons To Believe 35</p><p>Brand Personality 36</p><p>Brand Purpose 37</p><p>Brand Summary 38</p><p>DESIGN OVERVIEW 39</p><p>Design Strategy 40</p><p>Design Principles 45</p><p>Brand World Overview 51</p><p>KIT-OF-PARTS 52</p><p>Overview 53</p><p>Our Packaging 54</p><p>Our Logo Lockup 72</p><p>Our Open Ribbon 79</p><p>Our Typography 91</p><p>Our Color Palette 96</p><p>Our Photography 99</p><p>Our Materials 105</p><p>Our Gear 109</p><p>COMMUNICATIONS 119</p><p>CHECKLIST 129</p><p>CONTACT 131</p><p>Michelob ULTRA Brand Guidelines 4</p><p>WHAT ’S</p><p>NEW</p><p>Michelob ULTRA Brand Guidelines 5Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>In an effort to build a distinctive asset</p><p>for Michelob Ultra globally, our VBI</p><p>Toolkit has been updated for 2021.</p><p>This version of the VBI</p><p>guidelines has the following</p><p>updates:</p><p>• Latest Michelob ULTRA</p><p>brand & design strategy</p><p>to reflect the globally</p><p>consistent VBBP with the US</p><p>• Prioritized the ribbon as the</p><p>hero distinctive asset for</p><p>Michelob ULTRA</p><p>• Harmonized ribbon</p><p>with U.S.</p><p>• Single tone red vs. two</p><p>tone red</p><p>• Evolution of the brand</p><p>world, excluding packaging</p><p>UPDATING OUR</p><p>VBI TOOLKIT</p><p>What's New</p><p>Michelob ULTRA Brand Guidelines 6Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>CREATING</p><p>A DISTINCTIVE</p><p>ASSET</p><p>Michelob ULTRA Brand Guidelines 7Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Distinctive Assets help create shortcuts</p><p>to our memory of a brand.</p><p>WHAT DOES IT MEAN</p><p>TO BE DISTINCTIVE?</p><p>Creating a Distinctive Asset</p><p>Michelob ULTRA Brand Guidelines 8Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>A Distinctive Asset can be a logo,</p><p>brand mark, color, shape, structure,</p><p>photographic style, illustration,</p><p>typestyle, texture, character, ritual,</p><p>tagline, tone of voice or sound.</p><p>WHAT CAN BE A</p><p>DISTINCTIVE ASSET?</p><p>Creating a Distinctive Asset</p><p>Spencerian Script</p><p>Contour Bottle</p><p>Shorthand</p><p>Dynamic Ribbon</p><p>Disc</p><p>Red</p><p>Michelob ULTRA Brand Guidelines 9Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Michelob ULTRA has been charged with</p><p>elevating the brand’s Brand World to</p><p>reflect its purpose and create brand</p><p>consistency.</p><p>In search for which Brand</p><p>World elements to elevate,</p><p>we’ve looked into our past</p><p>for assets that have the</p><p>most potential to become</p><p>distinctive.</p><p>CREATING A DISTINCTIVE</p><p>ASSET FOR MICHELOB ULTRA</p><p>Creating a Distinctive Asset</p><p>Michelob ULTRA Brand Guidelines 10Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>OUR</p><p>ICON</p><p>Headline copy to go here, replace with</p><p>headline copy.</p><p>Gia dolo il modi omnimus,</p><p>quia volest invelig entinim</p><p>usaniam volo eos ipid</p><p>quid que lab iure poribus</p><p>repraectem rerum recerup</p><p>tatatem liqui autate</p><p>corrovidebis quis eatur</p><p>sandi diorrum que coraeces</p><p>coribus.</p><p>Essustia doluptas quiam</p><p>dolupta voluptatur, volo et</p><p>quam vellore, velit etum</p><p>volorro quae nonse laccat.</p><p>Ebis debitasitio volupti</p><p>umquiam et omniatq</p><p>uossimin re dunt et ime</p><p>re, et veliciistium ilitat</p><p>et voluptaquis duntiam</p><p>volumqu.</p><p>HEADLINE</p><p>HERE</p><p>Our Icon</p><p>OUR ICONIC RED RIBBON:</p><p>The ribbon has been a hallmark of</p><p>the Michelob brand for decades.</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 11</p><p>Michelob ULTRA Brand Guidelines</p><p>Signifying best in class and highest</p><p>quality, the ribbon represents a long</p><p>history of award winning.</p><p>Our Icon</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 12</p><p>Michelob ULTRA Brand Guidelines</p><p>Winning has been a big part of our</p><p>brand’s past and our consumer’s lives,</p><p>but things are changing.</p><p>Our Icon</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 13</p><p>Michelob ULTRA Brand Guidelines 14Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our Icon</p><p>While it’s important to celebrate</p><p>our origins, we also need to look</p><p>to the future.</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 15</p><p>Our Icon</p><p>Opening up the ribbon means</p><p>opening up the possibilities.</p><p>Michelob ULTRA Brand Guidelines</p><p>Our Icon</p><p>It can become the thing that propels</p><p>you forward or the finish line at the end</p><p>of the race, not just the prize itself.</p><p>16Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Michelob ULTRA Brand Guidelines 17Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our ribbon can be the frame</p><p>that supports us.</p><p>Our Icon</p><p>Michelob ULTRA Brand Guidelines 18Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>It can emphasize the reasons</p><p>to believe.</p><p>Our Icon</p><p>2.4</p><p>CARBS</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 19</p><p>We’re moving towards global</p><p>consistency starting with the</p><p>brand world.</p><p>Our Icon</p><p>2.4</p><p>CARBS</p><p>Michelob ULTRA Brand Guidelines 20Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>BRAND UPDATE</p><p>TIMELINE</p><p>Michelob ULTRA Brand Guidelines 21Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Beginning H1 2021, we will</p><p>phase out all of our current</p><p>Brand World elements.</p><p>Brand Update Timeline</p><p>BRAND WORLD</p><p>ELEMENTS OVERVIEW</p><p>DIN PRO</p><p>BOLD</p><p>Aa Bb Cc Dd Ee Ff</p><p>Gg Hh Ii Jj Kk Ll Mm</p><p>Nn Oo Pp Qq Rr Ss</p><p>Tt Uu Vv Ww Xx Yy Zz</p><p>NATIONAL</p><p>REGULAR</p><p>Aa Bb Cc Dd Ee Ff</p><p>Gg Hh Ii Jj Kk Ll Mm</p><p>Nn Oo Pp Qq Rr Ss</p><p>Tt Uu Vv Ww Xx Yy Zz</p><p>SHARP SANS No.2</p><p>BOLD</p><p>1234567890</p><p>PHASE OUT</p><p>Current Brand</p><p>World Elements</p><p>PHASE IN</p><p>New Brand</p><p>World Elements</p><p>Michelob ULTRA Brand Guidelines 22Photography is for illustrative purposes</p><p>only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Deprioritize the use of:</p><p>• Pinnacle</p><p>• 2-tone Ribbon</p><p>Discontinue using:</p><p>• 2-tone Ribbon</p><p>• Din Font</p><p>Note that the Pinnacle and</p><p>2-tone Ribbon will still live</p><p>on our packaging until later</p><p>in 2021.</p><p>BRAND WORLD</p><p>UPDATE H1 2021</p><p>Brand Update Timeline</p><p>Michelob ULTRA Brand Guidelines 23Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Start using:</p><p>• Open Ribbon</p><p>• 1-color Ribbon in</p><p>logo lockup</p><p>• National Font for</p><p>headlines</p><p>Note that the Pinnacle and</p><p>2-tone Ribbon will still live</p><p>on our packaging until later</p><p>in 2021.</p><p>BRAND WORLD</p><p>UPDATE H1 2021</p><p>Brand Update Timeline</p><p>Michelob ULTRA Brand Guidelines 24Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Start using:</p><p>• Open Ribbon</p><p>• 1-color Ribbon in</p><p>logo lockup</p><p>• National Font for</p><p>headlines</p><p>• Sharp No. 2 font</p><p>for numbers</p><p>Note that the Pinnacle and</p><p>2-tone Ribbon will still live</p><p>on our packaging until later</p><p>in 2021.</p><p>BRAND WORLD</p><p>UPDATE H1 2021</p><p>Brand Update Timeline</p><p>79</p><p>CALS</p><p>Michelob ULTRA Brand Guidelines 25</p><p>OUR</p><p>BRAND</p><p>Michelob ULTRA Brand Guidelines 26Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our Brand</p><p>THE CULTURAL TENSION:</p><p>The sports and fitness industry promote</p><p>perfection at all costs…and reject</p><p>balance as an ingredient for success.</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>BRAND</p><p>MANIFESTO</p><p>Our Brand</p><p>When people talk about winning,</p><p>they talk about commitment, effort,</p><p>sacrifice. But these people are leaving</p><p>out the most important part.</p><p>Joy.</p><p>27Michelob ULTRA Brand Guidelines</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 28Michelob ULTRA Brand Guidelines</p><p>BRAND</p><p>MANIFESTO</p><p>Our Brand</p><p>True winners know the importance</p><p>of enjoying themselves.</p><p>Always have.</p><p>Arnold Palmer invented his own</p><p>drink after a golf tournament.</p><p>The ’85 Bears made a rap video before</p><p>winning the Super Bowl 46-10.</p><p>And when Brooks Koepka says that</p><p>golf is better when you’re wearing</p><p>an untucked shirt and sneakers, we</p><p>know he gets it too.</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.Michelob ULTRA Brand Guidelines 29</p><p>BRAND</p><p>MANIFESTO</p><p>Our Brand</p><p>Sure, you can grind yourself into</p><p>a pulp and still win a trophy or two</p><p>along the way.</p><p>Heck, look at Michael Phelps.</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.Michelob ULTRA Brand Guidelines 30</p><p>BRAND</p><p>MANIFESTO</p><p>Our Brand</p><p>But if you’re in it for the</p><p>long haul — if you want to</p><p>achieve real success —</p><p>you need to enjoy it.</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 31</p><p>Michelob ULTRA Brand Guidelines</p><p>BRAND</p><p>MANIFESTO</p><p>Our Brand</p><p>Brewed to have just 2.4 carbs</p><p>and 79 calories, Michelob ULTRA</p><p>gets this. We were put on the</p><p>earth to do this. To show the</p><p>world that enjoyment is not the</p><p>end game.  It’s the whole game.</p><p>Michelob ULTRA.</p><p>It’s Only Worth It If You Enjoy It.</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 32</p><p>Our Brand</p><p>TARGET</p><p>CONSUMER</p><p>The Michelob ULTRA consumer values</p><p>enjoying life as much as they enjoy</p><p>living a healthy lifestyle.</p><p>We’re speaking to men and</p><p>women, 35+, who believe</p><p>that feeling good and being</p><p>happy are most motivating</p><p>to live a healthy life, and our</p><p>increasing obsession with</p><p>“winning at all costs” is</p><p>taking its toll.</p><p>When it comes to beer, clean</p><p>ingredients and low cals and</p><p>carbs are important, but</p><p>finding something they enjoy</p><p>and feel good about is just as</p><p>important.</p><p>Michelob ULTRA Brand Guidelines 33Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our Brand</p><p>CONSUMER</p><p>TRUTH</p><p>Living a healthy lifestyle</p><p>isn’t about extreme diets</p><p>or a diehard workout schedule,</p><p>but rather about feeling good</p><p>and having a great time.</p><p>CULTURAL</p><p>TRUTH</p><p>When it comes</p><p>to living a healthy</p><p>lifestyle, we’ve</p><p>lost balance.</p><p>PRODUCT</p><p>TRUTH</p><p>Michelob ULTRA has</p><p>superior innovations</p><p>that bring the balance</p><p>of wellness to beer.</p><p>INSIGHT</p><p>“ The rules of health</p><p>and wellness feel</p><p>unrealistic and</p><p>make me anxious.”</p><p>CONSUMER</p><p>INSIGHT</p><p>FUNCTIONAL &</p><p>EMOTIONAL BENEFITS</p><p>Our Brand</p><p>FUNCTIONAL BENEFIT</p><p>“A clean, refreshing, light beer</p><p>that doesn’t weigh me down.”</p><p>EMOTIONAL BENEFIT</p><p>“ I feel satisfied because I’m in</p><p>control and enjoying my life.”</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 34</p><p>Michelob ULTRA Brand Guidelines 3535Michelob ULTRA Brand Guidelines</p><p>REASONS</p><p>TO BELIEVE</p><p>Our Brand</p><p>No artificial colors or flavors Fewer</p><p>than 100 calories, fewer than 5 carbs</p><p>Aspirational, purposeful, dynamic, and</p><p>inclusive packaging and identity Range</p><p>of products to suit every type of fitness-</p><p>minded consumer Proven connection</p><p>to fitness since our inception</p><p>36</p><p>BRAND</p><p>PERSONALITY</p><p>Our Brand</p><p>OPTIMISTIC</p><p>We are driven to move forward because</p><p>we always believe the best is yet to come.</p><p>CURIOUS</p><p>We’re open-minded and motivated to keep</p><p>on learning and getting better.</p><p>CONFIDENT</p><p>While we’re never cocky or brash, we are bold</p><p>and self-assured in how we move, think, and act.</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.Michelob ULTRA Brand Guidelines</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 37Michelob ULTRA Brand Guidelines</p><p>Our Brand</p><p>BRAND PURPOSE</p><p>BRAND PURPOSE</p><p>Michelob ULTRA</p><p>exists to break the</p><p>conventions that</p><p>define well-being.</p><p>Our brand purpose is our</p><p>North Star. It defines why</p><p>we exist and articulates</p><p>the impact we want to</p><p>have on the world.</p><p>Everything our brand does,</p><p>across all touchpoints,</p><p>should ladder up to our</p><p>brand purpose.</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.Michelob ULTRA Brand Guidelines</p><p>BRAND</p><p>SUMMARY</p><p>Our Brand BRAND PURPOSE</p><p>Michelob ULTRA exists to break</p><p>the conventions that define well-being</p><p>FUNCTIONAL</p><p>BENEFIT</p><p>With 79 calories</p><p>and 2.4 carbs,</p><p>Michelob ULTRA</p><p>is the beer that</p><p>allows you to</p><p>live an active,</p><p>balanced lifestyle.</p><p>EMOTIONAL</p><p>BENEFIT</p><p>Redefining the</p><p>conventions of health</p><p>and well-being,</p><p>Michelob ULTRA</p><p>reminds you that</p><p>loosening up is part</p><p>of the process, and</p><p>that it's only worth it</p><p>if you enjoy it.</p><p>REASONS</p><p>TO BELIEVE</p><p>No artificial colors or flavors.</p><p>Fewer than 100 calories,</p><p>fewer than 5 carbs.</p><p>Aspirational, purposeful,</p><p>dynamic, and inclusive</p><p>packaging and identity.</p><p>Range of products to suit</p><p>every type of fitness-minded</p><p>consumer.</p><p>Proven connection to fitness</p><p>since our inception.</p><p>BRAND</p><p>PERSONALITY</p><p>Optimistic.</p><p>Confident.</p><p>Curious.</p><p>CONSUMER INSIGHT</p><p>The rules of health and wellness feel</p><p>unrealistic and make me anxious.</p><p>CONSUMER VALUES</p><p>Health + Fitness</p><p>Enjoying Life</p><p>CONSUMER TARGET</p><p>Live and aspire to live a healthy lifestyle</p><p>Aged 28+</p><p>38</p><p>Michelob ULTRA Brand Guidelines 39</p><p>DESIGN</p><p>OVERVIEW</p><p>Michelob ULTRA Brand Guidelines 40</p><p>DESIGN</p><p>STRATEGY</p><p>Michelob ULTRA Brand Guidelines 41</p><p>Design Overview</p><p>DESIGN</p><p>STRATEGY</p><p>Winning wellness brands today</p><p>give us more than ever.</p><p>They don’t just push us to</p><p>be physically better, they</p><p>push us to be mentally better</p><p>and in the process, bring</p><p>us to the present, and to</p><p>each other.</p><p>These wellness brands aren’t</p><p>just popular, they have</p><p>a cult-like following,</p><p>becoming badge brands</p><p>worn with pride.</p><p>Winning wellness brands</p><p>mix four magic ingredients:</p><p>COMMUNITY</p><p>LIVE IN THE</p><p>MOMENT</p><p>PHYSICAL</p><p>BETTERMENT</p><p>EMOTIONAL</p><p>BETTERMENT</p><p>Michelob ULTRA Brand Guidelines 42</p><p>Design Overview</p><p>DESIGN</p><p>STRATEGY</p><p>We have an opportunity to go beyond</p><p>the physical side of fitness, and embody</p><p>something more dynamic and powerful</p><p>for today’s fitness-minded consumers.</p><p>By tapping into what</p><p>makes wellness brands</p><p>today so popular, we can</p><p>fundamentally change the</p><p>type of brand Michelob</p><p>ULTRA becomes.</p><p>PRODUCT</p><p>BRAND</p><p>BADGE</p><p>BRAND</p><p>Michelob ULTRA Brand Guidelines 43</p><p>DESIGN</p><p>STRATEGY</p><p>Design Overview</p><p>WE PLAY, WE WIN</p><p>Joy, energy and being</p><p>inclusive are at the</p><p>heart of our brand.</p><p>We balance that</p><p>with being driven,</p><p>confident and bold.</p><p>Michelob ULTRA Brand Guidelines 44</p><p>DESIGN</p><p>PRINCIPLES</p><p>Michelob ULTRA Brand Guidelines 45Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>1.</p><p>ASPIRATIONAL</p><p>Our pursuit to be our best</p><p>inspires others to want to</p><p>join us.</p><p>Elevated not luxury</p><p>Innovative not engineered</p><p>Ambitious not zealous</p><p>DESIGN</p><p>PRINCIPLES</p><p>Design Overview</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 46</p><p>2.</p><p>PURPOSEFUL</p><p>We’re intentional with our</p><p>details to achieve impact and</p><p>stand out.</p><p>Iconic not basic</p><p>Bold not vivid</p><p>Confident not brash</p><p>Sophisticated not polished</p><p>DESIGN</p><p>PRINCIPLES</p><p>Design Overview</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 47</p><p>3.</p><p>DYNAMIC</p><p>We are always in motion.</p><p>We are a movement that</p><p>draws people in.</p><p>Energetic not high octane</p><p>Refreshing not</p><p>thirst-quenching</p><p>Adventurous not outdoorsy</p><p>Multi-dimensional not</p><p>kaleidoscopic</p><p>DESIGN</p><p>PRINCIPLES</p><p>Design Overview</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 48</p><p>4.</p><p>INCLUSIVE</p><p>We champion a mindset and</p><p>bring people together, whoever</p><p>they are.</p><p>Crews not crowds</p><p>Open-minded not open to anything</p><p>Joyful moments not letting loose</p><p>DESIGN</p><p>PRINCIPLES</p><p>Design Overview</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 49</p><p>Aspirational</p><p>Our pursuit to be our best inspires</p><p>others to join us.</p><p>Purposeful</p><p>We’re intentional with our details</p><p>to achieve impact and stand out.</p><p>Dynamic</p><p>We are always in motion. We are a</p><p>movement that draws people in.</p><p>Inclusive</p><p>We champion a mindset and bring people</p><p>together, whoever they are.</p><p>DESIGN</p><p>PRINCIPLES</p><p>Design Overview</p><p>Michelob ULTRA Brand Guidelines 50</p><p>BRAND WORLD</p><p>OVERVIEW</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.Michelob ULTRA Brand Guidelines 51</p><p>Michelob ULTRA Brand Guidelines 52</p><p>OUR KIT</p><p>OF PARTS</p><p>Michelob ULTRA Brand Guidelines 53Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>OUR KIT</p><p>OF PARTS</p><p>Design Overview</p><p>S U P E R I O R</p><p>L I G H T</p><p>B E E R</p><p>Logo</p><p>Color Palette</p><p>Product</p><p>Photographic Style</p><p>Typography</p><p>Dynamic Illustration</p><p>Ribbon</p><p>Materials</p><p>186C 289C Cool Gray 1C</p><p>Michelob ULTRA Brand Guidelines 54</p><p>OUR PACKAGING</p><p>Michelob ULTRA Brand Guidelines 55Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>The goal of our packaging is to</p><p>uphold the Michelob ULTRA brand</p><p>and it’s values of being the premium,</p><p>low calorie, superior light beer that</p><p>never weighs you down.</p><p>It is important to have</p><p>consistency across graphics</p><p>and packaging (primary</p><p>and secondary) globally, to</p><p>ensure we convey our values.</p><p>Throughout our packaging</p><p>range, we flex our equities</p><p>to amplify our story. From</p><p>the Ribbon, to our modern</p><p>cropped bottle, to the</p><p>boldness of our secondary—</p><p>every element embodies</p><p>our design strategy. While</p><p>exemplifying the passion,</p><p>care and hard work in every</p><p>drop of Michelob ULTRA.</p><p>Note that our packaging will be</p><p>changing later in 2021. These guidelines</p><p>should continue to be applied to our</p><p>packaging the interim.</p><p>PACKAGING</p><p>OVERVIEW</p><p>Our Packaging</p><p>Michelob ULTRA Brand Guidelines 56Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our Packaging</p><p>The Michelob ULTRA bottle is the heart</p><p>of our brand. It is the symbol of the most</p><p>refreshing beer in the world.</p><p>Neck Label: The Ribbon</p><p>symbolizes our status as the</p><p>“Superior Light Beer” our</p><p>beacon to the world. The</p><p>Ribbon needs to remain as</p><p>prominent as possible on the</p><p>center of the neck of the bottle.</p><p>If centering is not possible,</p><p>readjust lower on the neck.</p><p>Front Label: The design of the</p><p>area within the front label is</p><p>locked. The elements (including</p><p>type) within this part of the</p><p>label should never be altered</p><p>or repositioned, stretched or</p><p>skewed. See the full details on</p><p>the following page.</p><p>Bottle: The bottle glass color</p><p>should be flint, embracing</p><p>the golden beer color as a</p><p>driver of taste. We have made</p><p>adjustments where necessary,</p><p>understanding that some</p><p>markets will launch with an</p><p>amber bottle, later moving to</p><p>flint. The bottle, also, has our</p><p>Motif and Ribbon embossed on</p><p>the shoulders embracing our</p><p>credentials as brewers of the</p><p>finest Michelob ULTRA.</p><p>Paper: PSL is preferred,</p><p>but metalized paper is also</p><p>acceptable.</p><p>PRIMARY BOTTLE</p><p>DESIGN OVERVIEW NECK LABEL</p><p>FRONT LABEL</p><p>MOTIF</p><p>PAPER</p><p>Michelob ULTRA Brand Guidelines 57Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our iconic red ribbon works in concert</p><p>with our blue branded pinnacle to</p><p>highlight Michelob ULTRA's elevated</p><p>ambition.</p><p>The complimenting shapes</p><p>of the ribbon and pinnacle</p><p>create an upward movement</p><p>that elevates the brand to its</p><p>ultimate peak.</p><p>The ribbon and pinnacle</p><p>should always align at the</p><p>horizontal center point of</p><p>a layout.</p><p>RIBBON AND</p><p>PINNACLE</p><p>Our Packaging</p><p>Michelob ULTRA Brand Guidelines 58Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>The Michelob ULTRA label is a confident</p><p>symbol of the most refreshing beer in the</p><p>world. It is a perfect balance of color,</p><p>typography, and craft. The individual</p><p>elements do not communicate alone</p><p>what they do as a whole. For that reason,</p><p>the label should be used as a complete</p><p>system, except for the elements that we</p><p>have outlined in this guide.</p><p>Label: This is the primary</p><p>label. See the following</p><p>pages for the details about</p><p>label alternatives based on</p><p>variations.</p><p>Typography: The claims and</p><p>romance copy on our label</p><p>are set in Sweet Gothic</p><p>Medium which is reserved</p><p>for specialty headlines.</p><p>Neck Label: The main neck</p><p>label is the PSL version, but</p><p>the alternative neck label is</p><p>available for variations that</p><p>are not able to achieve PSL.</p><p>Cap: Our white cap is</p><p>another important element</p><p>in the Michelob ULTRA</p><p>design system.</p><p>THE LABEL</p><p>DISSECTED</p><p>Our Packaging</p><p>2.4</p><p>CAR BS</p><p>79</p><p>CALS</p><p>S U P E R I O R</p><p>L I G H T B E E R</p><p>S U P E R I O R</p><p>L I G H T B E E R</p><p>SCRIPT</p><p>ULTRA</p><p>MOTIF</p><p>RIBBON</p><p>CLAIMS</p><p>(SWEET GOTHIC MEDIUM)</p><p>PINNACLE</p><p>ROMANCE COPY</p><p>(SWEET GOTHIC MEDIUM)</p><p>ALTERNATIVE NECK LABEL</p><p>(PAPER)</p><p>NECK LABEL</p><p>(CLEAR PSL)</p><p>CAP</p><p>Michelob ULTRA Brand Guidelines 59Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>There are two different label variations</p><p>depending on the different market</p><p>scenarios, in accordance with legalities</p><p>around claims.</p><p>Primary</p><p>The primary label choice</p><p>should focus on the “Cals”</p><p>and “Carb” communication.</p><p>This is used with the PSL</p><p>version of the neck label,</p><p>unless the PSL version is</p><p>unavailable.</p><p>Alternative</p><p>When “CARBS” cannot be</p><p>communicated, replace with</p><p>“CRISP TASTE”—focusing on</p><p>taste credentials. For visual</p><p>balance, the CALS claim</p><p>should be communicated</p><p>by “73 CALORIES.” This is</p><p>used with the PSL version</p><p>of the neck label, unless the</p><p>PSL version is unavailable.</p><p>THE LABEL</p><p>VARIATIONS</p><p>Our Packaging</p><p>2 . 6</p><p>CA R BS</p><p>95</p><p>CALS</p><p>S U P E R I O R</p><p>L I G H T B E E R</p><p>S U P E R I O R</p><p>L I G H T B E E R</p><p>S U P E R I O R</p><p>L I G H T B E E R</p><p>S U P E R I O R</p><p>L I G H T B E E R</p><p>NECK LABEL</p><p>MEXICO</p><p>NECK LABEL</p><p>UNITED KINGDOM</p><p>Michelob ULTRA Brand Guidelines 60Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Continuing in the spirit of our bottle,</p><p>our can also features our iconic</p><p>elements of our label and displays</p><p>them proudly on our can.</p><p>Label</p><p>The design of the label</p><p>is locked. The elements</p><p>(including type) within this</p><p>part of the label should</p><p>never be altered or</p><p>repositioned, stretched or</p><p>skewed. See the full details</p><p>on the following page.</p><p>Ribbon</p><p>We showcase the Ribbon,</p><p>Michelob ULTRA’s beacon</p><p>to world. The Ribbon sits in</p><p>the center of the can and is</p><p>emphasized by the Pinnacle</p><p>below. Ensure the spacing</p><p>surrounding the Ribbon is</p><p>equal to the spacing between</p><p>the Script and ULTRA and</p><p>ULTRA and the Ribbon.</p><p>Tab</p><p>The tab should always be</p><p>blue with our “M” motif.</p><p>CAN DESIGN</p><p>Our Packaging</p><p>LABEL</p><p>TAB</p><p>RIBBON</p><p>Michelob ULTRA Brand Guidelines 61Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>As with the bottle label, the</p><p>individual elements on the</p><p>can do not communicate</p><p>alone what they do as a</p><p>whole. This is the primary can</p><p>artwork. See the following</p><p>pages for the details about</p><p>artwork alternatives based</p><p>on market.</p><p>CAN DESIGN</p><p>DISSECTED</p><p>Our Packaging</p><p>2.4</p><p>CARBS</p><p>7 9</p><p>C A L S</p><p>SUPERIOR</p><p>LIGHT BEER</p><p>EN</p><p>ER</p><p>GY</p><p>(k</p><p>J</p><p>/ k</p><p>ca</p><p>l)</p><p>Pe</p><p>r 1</p><p>00</p><p>m</p><p>l</p><p>92</p><p>k</p><p>J</p><p>/ 2</p><p>2</p><p>kc</p><p>al</p><p>33</p><p>1</p><p>kJ</p><p>/</p><p>79</p><p>k</p><p>ca</p><p>l</p><p>Pe</p><p>r 3</p><p>55</p><p>m</p><p>l</p><p>w</p><p>w</p><p>w</p><p>.ta</p><p>pi</p><p>nt</p><p>oy</p><p>ou</p><p>rb</p><p>ee</p><p>r.</p><p>co</p><p>m</p><p>ABC</p><p>00</p><p>00</p><p>00</p><p>PL</p><p>EA</p><p>SE</p><p>D</p><p>RI</p><p>NK</p><p>R</p><p>ES</p><p>PO</p><p>NS</p><p>IB</p><p>LY</p><p>F</p><p>o</p><p>r</p><p>fu</p><p>rt</p><p>h</p><p>er</p><p>h</p><p>ea</p><p>lt</p><p>h</p><p>in</p><p>fo</p><p>rm</p><p>a</p><p>ti</p><p>o</p><p>n</p><p>v</p><p>is</p><p>it</p><p>1.</p><p>2</p><p>35</p><p>5m</p><p>l</p><p>A</p><p>LC</p><p>3.</p><p>.5%</p><p>VO</p><p>L B</p><p>EE</p><p>R</p><p>BR</p><p>EW</p><p>ED</p><p>&</p><p>CA</p><p>NN</p><p>ED</p><p>IN</p><p>TH</p><p>E U</p><p>SA</p><p>. IM</p><p>PO</p><p>RT</p><p>ED</p><p>AN</p><p>D D</p><p>IST</p><p>RIB</p><p>UT</p><p>ED</p><p>IN</p><p>TH</p><p>E</p><p>UK</p><p>BY</p><p>AB</p><p>IN</p><p>BE</p><p>V U</p><p>K L</p><p>IM</p><p>ITE</p><p>D,</p><p>LU</p><p>1 3</p><p>LS.</p><p>CO</p><p>NS</p><p>UM</p><p>ER</p><p>HE</p><p>LPL</p><p>INE</p><p>: 0</p><p>870</p><p>24</p><p>111</p><p>24</p><p>IN</p><p>GR</p><p>ED</p><p>IEN</p><p>TS:</p><p>W</p><p>AT</p><p>ER</p><p>, B</p><p>AR</p><p>LEY</p><p>M</p><p>AL</p><p>T, R</p><p>ICE</p><p>, H</p><p>OP</p><p>S. S</p><p>EE</p><p>BO</p><p>TTO</p><p>M</p><p>FO</p><p>R</p><p>PR</p><p>OD</p><p>UC</p><p>ED</p><p>O</p><p>N</p><p>AN</p><p>D</p><p>BE</p><p>ST</p><p>BE</p><p>FO</p><p>RE</p><p>E</p><p>ND</p><p>. A</p><p>L</p><p>IGH</p><p>T</p><p>TA</p><p>ST</p><p>ING</p><p>PR</p><p>EM</p><p>IUM</p><p>BE</p><p>ER</p><p>: 45</p><p>%</p><p>LO</p><p>WE</p><p>R C</p><p>AL</p><p>OR</p><p>IES</p><p>TH</p><p>AN</p><p>M</p><p>OS</p><p>T P</p><p>RE</p><p>MI</p><p>UM</p><p>BE</p><p>ER</p><p>S.</p><p>MI</p><p>CH</p><p>ELO</p><p>B U</p><p>LTR</p><p>A I</p><p>S A</p><p>TR</p><p>AD</p><p>E M</p><p>AR</p><p>K O</p><p>F A</p><p>NH</p><p>EU</p><p>SER</p><p>-BU</p><p>RS</p><p>CH</p><p>, LL</p><p>C</p><p>SCRIPT</p><p>ULTRA</p><p>MOTIF</p><p>RIBBON</p><p>CLAIMS</p><p>(SWEET GOTHIC MEDIUM)</p><p>PINNACLE</p><p>ROMANCE COPY</p><p>(SWEET GOTHIC MEDIUM)</p><p>Michelob ULTRA Brand Guidelines 62Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>There are two different can variations</p><p>depending on the different market</p><p>scenarios, in accordance with legalities</p><p>around claims.</p><p>Primary</p><p>The primary artwork choice</p><p>should focus on the “Cals”</p><p>and “Carb” communication.</p><p>Alternative</p><p>When “CARBS” cannot be</p><p>communicated, replace with</p><p>“CRISP TASTE”—focusing on</p><p>taste credentials. For visual</p><p>balance, the CALS claim</p><p>should be communicated by</p><p>“73 CALORIES.”</p><p>CAN</p><p>MARKETS</p><p>Our Packaging</p><p>SUPERIOR</p><p>LIGHT BEER</p><p>CRISP TASTE7 3 C A LO RIE S</p><p>EN</p><p>ER</p><p>GY</p><p>(k</p><p>J</p><p>/ k</p><p>ca</p><p>l)</p><p>Pe</p><p>r 1</p><p>00</p><p>m</p><p>l</p><p>92</p><p>k</p><p>J</p><p>/ 2</p><p>2</p><p>kc</p><p>al</p><p>33</p><p>1</p><p>kJ</p><p>/</p><p>79</p><p>k</p><p>ca</p><p>l</p><p>Pe</p><p>r 3</p><p>55</p><p>m</p><p>l</p><p>w</p><p>w</p><p>w</p><p>.ta</p><p>pi</p><p>nt</p><p>oy</p><p>ou</p><p>rb</p><p>ee</p><p>r.</p><p>co</p><p>m</p><p>ABC</p><p>0</p><p>0</p><p>0</p><p>0</p><p>0</p><p>0</p><p>PL</p><p>EA</p><p>SE</p><p>D</p><p>RI</p><p>NK</p><p>R</p><p>ES</p><p>PO</p><p>NS</p><p>IB</p><p>LY</p><p>F</p><p>o</p><p>r</p><p>fu</p><p>rt</p><p>h</p><p>er</p><p>h</p><p>ea</p><p>lt</p><p>h</p><p>in</p><p>fo</p><p>rm</p><p>a</p><p>ti</p><p>o</p><p>n</p><p>v</p><p>is</p><p>it</p><p>1.</p><p>2</p><p>35</p><p>5m</p><p>l</p><p>A</p><p>LC</p><p>3.</p><p>.5%</p><p>VO</p><p>L B</p><p>EE</p><p>R</p><p>BR</p><p>EW</p><p>ED</p><p>&</p><p>CA</p><p>NN</p><p>ED</p><p>IN</p><p>TH</p><p>E U</p><p>SA</p><p>. IM</p><p>PO</p><p>RT</p><p>ED</p><p>AN</p><p>D D</p><p>IST</p><p>RIB</p><p>UT</p><p>ED</p><p>IN</p><p>TH</p><p>E</p><p>UK</p><p>BY</p><p>AB</p><p>IN</p><p>BE</p><p>V U</p><p>K L</p><p>IM</p><p>ITE</p><p>D,</p><p>LU</p><p>1 3</p><p>LS.</p><p>CO</p><p>NS</p><p>UM</p><p>ER</p><p>HE</p><p>LPL</p><p>INE</p><p>: 0</p><p>870</p><p>24</p><p>111</p><p>24</p><p>IN</p><p>GR</p><p>ED</p><p>IEN</p><p>TS:</p><p>W</p><p>AT</p><p>ER</p><p>, B</p><p>AR</p><p>LEY</p><p>M</p><p>AL</p><p>T, R</p><p>ICE</p><p>, H</p><p>OP</p><p>S. S</p><p>EE</p><p>BO</p><p>TTO</p><p>M</p><p>FO</p><p>R</p><p>PR</p><p>OD</p><p>UC</p><p>ED</p><p>O</p><p>N</p><p>AN</p><p>D</p><p>BE</p><p>ST</p><p>BE</p><p>FO</p><p>RE</p><p>E</p><p>ND</p><p>. A</p><p>L</p><p>IGH</p><p>T</p><p>TA</p><p>ST</p><p>ING</p><p>PR</p><p>EM</p><p>IUM</p><p>BE</p><p>ER</p><p>: 45</p><p>%</p><p>LO</p><p>WE</p><p>R C</p><p>AL</p><p>OR</p><p>IES</p><p>TH</p><p>AN</p><p>M</p><p>OS</p><p>T P</p><p>RE</p><p>MI</p><p>UM</p><p>BE</p><p>ER</p><p>S.</p><p>MI</p><p>CH</p><p>ELO</p><p>B U</p><p>LTR</p><p>A I</p><p>S A</p><p>TR</p><p>AD</p><p>E M</p><p>AR</p><p>K O</p><p>F A</p><p>NH</p><p>EU</p><p>SER</p><p>-BU</p><p>RS</p><p>CH</p><p>, LL</p><p>C</p><p>MEXICO UNITED KINGDOM</p><p>Michelob ULTRA Brand Guidelines 63Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our Packaging</p><p>PRIMARIES</p><p>DON'TS</p><p>N O A D D I T I V E S</p><p>DON’T change the colors.</p><p>DON’T stretch or skew the label.</p><p>DON’T change the scale of any element.</p><p>DON’T crop the label.</p><p>DON’T change the lock-up.</p><p>DON’T rotate the label.</p><p>DON’T colors that are not brand colors.</p><p>DON’T change the romance copy.</p><p>Michelob ULTRA Brand Guidelines 64Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our Packaging</p><p>Our new secondary design heros our</p><p>primary through a macro render of</p><p>the primary, showcasing the detail,</p><p>highlights, lowlights and condensation</p><p>in a bold, confident way.</p><p>Piece Count/Format Icon:</p><p>The piece count is in the top-</p><p>left corner of the front and</p><p>side panel and typeset in</p><p>DIN Pro Bold Condensed and</p><p>combined with an icon of</p><p>the packages content type.</p><p>Aim to leave about 0.25</p><p>in/0.635 cm clear space from</p><p>the corner.</p><p>Pinnacle: The Pinnacle’s</p><p>position, proportion, and</p><p>relationship to the Label is</p><p>fixed. It should always be</p><p>visible, and the Pinnacle</p><p>should hit the corners of</p><p>the pack and correlate to</p><p>the Ribbon on the front of</p><p>the primary.</p><p>Primary Renders: We use</p><p>a “blank” render on the</p><p>front panel, and overlay our</p><p>primary logo lockup on top to</p><p>create the front panel.</p><p>Materials: Where feasible</p><p>and viable, add matte and</p><p>metallic materials.</p><p>SECONDARY DESIGN</p><p>OVERVIEW</p><p>PIECE COUNT</p><p>(DIN CONDENSED BOLD)</p><p>MATERIAL</p><p>PINNACLE</p><p>ROMANCE COPY</p><p>(SWEET GOTHIC MEDIUM)</p><p>PRIMARY RENDER</p><p>CLAIMS</p><p>(SWEET GOTHIC MEDIUM)</p><p>Michelob ULTRA Brand Guidelines 65Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our Packaging</p><p>We have compiled a few general</p><p>guidelines to follow when placing the</p><p>primaries on the secondary packs to</p><p>create standards among all of the SKUs.</p><p>Ideal</p><p>The ideal sizing of the</p><p>primaries in comparison to</p><p>the secondary is around 40%</p><p>of the width. When sizing,</p><p>the entire label should be</p><p>visible, while also having</p><p>beer visible above and below</p><p>the label for taste appeal.</p><p>Artwork</p><p>The same label artwork</p><p>is to be used across all</p><p>secondaries, its important</p><p>that we don’t make the label</p><p>specific to any SKU.</p><p>Extreme Proportions</p><p>In extreme vertical cases, the</p><p>crop will appear to be much</p><p>larger, approximately 90% of</p><p>the front panel. The Pinnacle</p><p>should always hit the corners</p><p>and emphasize the Ribbon,</p><p>near center of the Front</p><p>Panel.</p><p>For other extreme</p><p>proportions on pack,</p><p>see the scaling page or reach</p><p>out to the design contacts</p><p>on the last page of this</p><p>document.</p><p>SECONDARY DESIGN</p><p>FRONT PANEL — BOTTLE</p><p>40%25% 25%</p><p>Michelob</p><p>ULTRA Brand Guidelines 66Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>The front panel for the can is mostly</p><p>the same, but has a few key difference.</p><p>Ideal</p><p>The ideal sizing of the</p><p>primary in comparison to the</p><p>secondary is around 90% of</p><p>the height—with the whole</p><p>can visible.</p><p>.</p><p>Artwork</p><p>The same label artwork</p><p>is to be used across all</p><p>secondaries, it’s important</p><p>that we don’t make the label</p><p>specific to any SKU.</p><p>For other extreme</p><p>proportions on pack,</p><p>see the scaling page or reach</p><p>out to the design contacts</p><p>on the last page of this</p><p>document.</p><p>Our Packaging</p><p>SECONDARY DESIGN</p><p>FRONT PANEL — CAN</p><p>2.4</p><p>CARBS</p><p>79</p><p>CALS</p><p>5%</p><p>5%</p><p>Michelob ULTRA Brand Guidelines 67Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>All top panels are white,</p><p>featuring the Motif, Script,</p><p>ULTRA, Cal/Carb claims,</p><p>and the Ribbon. The full</p><p>logo lockup should be</p><p>centered on the top</p><p>panel, and uninterrupted</p><p>by dieline obstructions</p><p>such as handles.</p><p>We strongly encourage the</p><p>use of the full logo lockup on</p><p>all applications. However, in</p><p>cases where it is materially</p><p>impossible to use the full</p><p>logo lock-up, or where space</p><p>does not permit for optimal</p><p>legibility, the use of the</p><p>horizontal logo lockup is</p><p>permitted.</p><p>SECONDARY DESIGN</p><p>TOP PANEL</p><p>Our Packaging</p><p>12 CONTIENE</p><p>355ML</p><p>BOTELLAS</p><p>12 355ML℮</p><p>SLIM CANS</p><p>3.5% ABV 79</p><p>C A LS</p><p>2 . 4</p><p>C A R B S</p><p>Michelob ULTRA Brand Guidelines 68Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>The following are the four different</p><p>options for how to treat the side panel</p><p>on the bottle secondaries. It can be</p><p>applied to the cans, too.</p><p>No Restrictions</p><p>This is the standard</p><p>treatment and should be</p><p>used whenever there are</p><p>no restrictions. The Ribbon</p><p>should be as close to center</p><p>as possible with the Pinnacle</p><p>below emphasizing the</p><p>Ribbon—up until the bottom</p><p>points of the Pinnacle do not</p><p>line up with the corners.</p><p>Date Code Restrictions</p><p>If there are Date Code</p><p>restrictions, the piece</p><p>count should be lowered</p><p>to accommodate the Date</p><p>Code, leaving a clear space</p><p>of approximately 0.25</p><p>in/0.635 cm.</p><p>Dieline Restrictions</p><p>If there are dieline</p><p>restrictions, the space</p><p>between the top of the</p><p>pack and the obstruction</p><p>(the handle, for example)</p><p>should be equal in distance</p><p>to the space between the</p><p>obstruction and the x-height</p><p>of “Michelob” in the logo</p><p>lock-up.</p><p>Our Packaging</p><p>SECONDARY DESIGN</p><p>RESTRICTIONS</p><p>S U P E R I O R L I G H T B E E R</p><p>S U P E R I O R</p><p>L I G H T B E E R</p><p>2 .4</p><p>CARBS</p><p>79</p><p>CALS</p><p>2 .4</p><p>CARBS</p><p>79</p><p>CALS</p><p>S U P E R I O R</p><p>L I G H T B E E R</p><p>DATE CODE 123456780</p><p>2.4</p><p>CARBS</p><p>79</p><p>CALS</p><p>S U P E R I O R</p><p>L I G H T B E E R</p><p>S U P E R I O R L I G H T B E E R</p><p>DATE CODE 123456780</p><p>S U P E R I O R</p><p>L I G H T B E E R</p><p>2 .4</p><p>CARBS</p><p>79</p><p>CAL S</p><p>SUPERIOR</p><p>LIGHT BEER</p><p>Michelob ULTRA Brand Guidelines 69Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>When applying the secondary design</p><p>across various sizes, we must maintain</p><p>the essence of the crop design.</p><p>In order to accommodate</p><p>varying proportions, subtle</p><p>adjustments are necessary</p><p>to maintain an overall</p><p>consistent appearance.</p><p>As we extend the secondary</p><p>design, we want to maintain</p><p>as much consistency</p><p>across SKUs.</p><p>The following are the</p><p>design elements to</p><p>maintain/adhere to:</p><p>Extreme Horizontal</p><p>Keep as much taste appeal</p><p>of the beer as possible, while</p><p>filling the space.</p><p>Legal</p><p>Legal must be consolidated</p><p>and minimized, set in all</p><p>caps, at the legal minimum</p><p>size (including mandatory</p><p>icons, copy & UPC).</p><p>Logo Lockup</p><p>The Full Logo Lockup only</p><p>appears on a side panel when</p><p>primary packaging can't be</p><p>featured due to restrictions,</p><p>causing blank space.</p><p>SECONDARY DESIGN</p><p>SCALING</p><p>Our Packaging</p><p>6-PACK BOTTLES</p><p>24-PACK BOTTLES</p><p>24-PACK CANS</p><p>Michelob ULTRA Brand Guidelines 70Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Throughout our secondary</p><p>designs, we maintain a</p><p>consistent and considered</p><p>piece count. There is one</p><p>recommended layout</p><p>type that includes an icon</p><p>designed per product, the</p><p>volume of the product, and</p><p>the type of product.</p><p>SECONDARY DESIGN</p><p>PIECE COUNTS</p><p>Our Packaging</p><p>VOLUME/TYPE/ABV</p><p>(DIN CONDENSED</p><p>BOLD)</p><p>PIECE COUNT</p><p>(DIN CONDENSED</p><p>BOLD)</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 71</p><p>Michelob ULTRA Brand Guidelines 72</p><p>OUR LOGO</p><p>LOCKUP</p><p>Michelob ULTRA Brand Guidelines 73</p><p>PRIMARY AND</p><p>SECONDARY</p><p>Our Logo Lockup</p><p>Our logo is our beacon to</p><p>the world; our signature on</p><p>everything we execute.</p><p>The blue wordmark with</p><p>the ribbon is the primary</p><p>mark for the brand. It</p><p>should be used in most</p><p>applications as our branded</p><p>sign-off, typically placed</p><p>in the bottom, middle</p><p>or right-hand corner of</p><p>communications.</p><p>It consists of two</p><p>elements:</p><p>1 Our considered</p><p>script and bold</p><p>supporting typeface</p><p>2 Our solid red ribbon</p><p>PRIMARY SECONDARY</p><p>Michelob ULTRA Brand Guidelines 74</p><p>To ensure production</p><p>quality, the primary logo</p><p>should not appear smaller</p><p>than 1" wide.</p><p>The secondary logo should</p><p>not appear smaller than</p><p>2" wide.</p><p>Note that the trademark</p><p>symbol is not included in</p><p>the measurement of the</p><p>width of the primary logo.</p><p>MINIMUM</p><p>SIZE</p><p>Our Logo Lockup</p><p>PRIMARY SECONDARY</p><p>MINIMUM</p><p>SIZE</p><p>2" WIDE</p><p>MINIMUM</p><p>SIZE</p><p>1" WIDE</p><p>Michelob ULTRA Brand Guidelines 75</p><p>In order to maintain clarity,</p><p>legibility, and visibility, a</p><p>set amount of clearspace</p><p>around the logo has been</p><p>established.</p><p>A clearspace of X around</p><p>the logo, where X equals</p><p>the height of the ribbon,</p><p>should be maintained on</p><p>all sides of the logo.</p><p>No text or images should</p><p>violate the clearspace.</p><p>The clearspace rules apply</p><p>equally to both the primary</p><p>and secondary logos and at</p><p>all sizes.</p><p>Our Logo Lockup</p><p>CLEAR</p><p>SPACE</p><p>X X</p><p>X X</p><p>X X</p><p>X X</p><p>Michelob ULTRA Brand Guidelines 76</p><p>RIBBON ON</p><p>PACKAGING</p><p>Our red ribbon is always</p><p>used locked up with the logo</p><p>on packaging.</p><p>The red ribbon is a</p><p>recognizable symbol of</p><p>our award-winning beer.</p><p>Although the open ribbon</p><p>is used elsewhere in our</p><p>brand world, we use the</p><p>red ribbon when it is</p><p>locked up with the brand</p><p>name and on primary and</p><p>secondary packs.</p><p>On primary packs, our</p><p>red ribbon can appear</p><p>cropped on the top of neck</p><p>labels and cans.</p><p>On secondary packs, our</p><p>red ribbon is part of the</p><p>logo lockup.</p><p>Our Logo Lockup</p><p>PRIMARY PACK</p><p>BOTTLES</p><p>PRIMARY PACK</p><p>SLIM CANS</p><p>SECONDARY PACKS</p><p>6-PACKS AND CASES</p><p>Michelob ULTRA Brand Guidelines 77</p><p>Our logo can be used as a</p><p>sign-off in communications.</p><p>Our Logo Lockup</p><p>LOGO</p><p>IN COMMS AS SIGN-OFF</p><p>CENTERED</p><p>Primary</p><p>HORIZONTAL</p><p>Secondary, use when space is limited</p><p>Michelob ULTRA Brand Guidelines 78</p><p>LOGO</p><p>DON'TS</p><p>Our Logo Lockup</p><p>DON'T change the color of the ribbon or logotype.</p><p>DON'T tilt the logo.</p><p>DON'T place the logo on blue, black, or red or or reverse</p><p>the logo out of a dark background.</p><p>DON'T encase the logo in a shape.</p><p>DON'T invert the logo.</p><p>DON'T obscure the logo with a product or other image.</p><p>DON'T add a dropshadow or other effects to the logo.</p><p>DON'T stretch or otherwise warp the logo.</p><p>Michelob ULTRA Brand Guidelines 79</p><p>OUR OPEN</p><p>RIBBON</p><p>Michelob ULTRA Brand Guidelines 80Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>OUR RIBBON</p><p>OVERVIEW</p><p>Our Open Ribbon</p><p>1 Standing Alone</p><p>5 As Dynamic Crop</p><p>2 As Product Backdrop</p><p>6 As Pattern</p><p>3 Interacting With Lifestyle</p><p>7 In Store</p><p>4 Supporting Type</p><p>8 In Environment</p><p>79</p><p>CALS</p><p>Michelob ULTRA Brand Guidelines 81</p><p>Whether used as a frame</p><p>or dynamically interacting</p><p>with our photography, the</p><p>open ribbon is a prominent</p><p>and identifyable brand</p><p>assets. Our open ribbon</p><p>celebrates our heritage while</p><p>looking towards the future,</p><p>opening up possibilities, and</p><p>emphasizing our ideals.</p><p>We are moving towards</p><p>global consistency for our</p><p>brand visuals, including the</p><p>red ribbon, starting with the</p><p>brand world. Across most of</p><p>our brand world, our classic</p><p>red ribbon has evolved into</p><p>an open ribbon. An exception</p><p>is our primary and secondary</p><p>packaging which retain our</p><p>classic red ribbon. These will</p><p>transition to our updated red</p><p>ribbon later in 2021.</p><p>UPDATING OUR</p><p>RED RIBBON</p><p>Our Open Ribbon</p><p>79</p><p>CALS</p><p>CLASSIC RED RIBBON</p><p>Primary and secondary packaging</p><p>continues to use our classic red ribbon</p><p>OPEN RED RIBBON</p><p>Our open red ribbon is used throughout our brand world as emphasis and</p><p>support for our messaging and to provide dimensionality to our photography</p><p>SOLID RED RIBBON</p><p>Our solid red ribbon is utilized in our logo</p><p>Michelob ULTRA Brand Guidelines 82</p><p>Our open ribbon acts as a</p><p>dynamic complementary</p><p>backdrop to our bold bottle</p><p>photography.</p><p>Our ribbon is flexible and</p><p>can be used in three distinct</p><p>ways. It should always be</p><p>used in our primary red color,</p><p>Pantone 186C.</p><p>AS PRODUCT</p><p>BACKDROP</p><p>Our Open Ribbon</p><p>FULL CENTERED CROPPED AT TOP CLOSE UP CROP</p><p>Michelob ULTRA Brand Guidelines 83Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our open ribbon dynamically</p><p>supports, interacts and</p><p>signs-off our lifestyle</p><p>photography.</p><p>Our ribbon is flexible</p><p>and can be used in three</p><p>distinct ways.</p><p>INTERACTING WITH</p><p>LIFESTYLE PHOTOGRAPHY</p><p>Our Open Ribbon</p><p>BACKGROUND INTERACTIVE FOREGROUND</p><p>Michelob ULTRA Brand Guidelines 84</p><p>Our open ribbon can</p><p>dynamically interact, frame</p><p>and support typography and</p><p>our key messaging.</p><p>Our ribbon is flexible</p><p>and can be used in three</p><p>distinct ways.</p><p>Our Open Ribbon</p><p>SUPPORTING</p><p>TYPOGRAPHY</p><p>LOCKED UP OVERLAPPING FRAMING</p><p>The ribbon should never touch the</p><p>edges of the page</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 85</p><p>The open ribbon can be used as a</p><p>dynamically bold super graphic.</p><p>The ribbon “peak” must</p><p>always be in the frame.</p><p>Use sparingly to support</p><p>other key brand assets.</p><p>If multiple dynamic crops</p><p>are used within the same</p><p>environment, ensure all</p><p>line weights are equal.</p><p>DYNAMIC</p><p>CROPS</p><p>Our Open Ribbon</p><p>CENTERED 2 SIDES</p><p>Michelob ULTRA Brand Guidelines 86</p><p>Our Open Ribbon</p><p>Most Instances</p><p>In most instances, when</p><p>scaling the open ribbon</p><p>the stroke weight should</p><p>also scale proportionally with</p><p>the overall ribbon size.</p><p>Make sure “Scale Strokes &</p><p>Effects” in your application</p><p>preferences is checked</p><p>when sizing a ribbon:</p><p>Limited Instances</p><p>In some situations</p><p>where there are multiple</p><p>adjacent ribbons, the stroke</p><p>weights may be adjusted</p><p>to be a single weight.</p><p>Adjust the stroke to</p><p>match the smaller of the</p><p>two weights.</p><p>This should be done</p><p>sparingly.</p><p>RIBBON</p><p>SCALING</p><p>PROPORTIONAL SCALING</p><p>Stroke weights scale proportionally with overall</p><p>ribbon size. Make sure “Scale Strokes & Effects” is</p><p>checked when sizing.</p><p>Michelob ULTRA Brand Guidelines 87Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>The stroke weight can be</p><p>adjusted when using the</p><p>open ribbon at smaller sizes,</p><p>like as an Instagram icon.</p><p>Our Open Ribbon</p><p>SMALL SIZES</p><p>& DIGITAL</p><p>ADJUSTED STROKE WEIGHT</p><p>The stroke weight of the Instagram icon has been</p><p>adjusted to be viewable at smaller sizes.</p><p>Michelob ULTRA Brand Guidelines 88Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our Open Ribbon</p><p>SOCIAL</p><p>MEDIA</p><p>When cropping our open</p><p>ribbon for social media,</p><p>ensure there’s a margin at</p><p>least equal to the ribbon’s</p><p>stroke weight at the left,</p><p>right and bottom.</p><p>The open ribbon’s stroke</p><p>weight may be increased at</p><p>smaller sizes.</p><p>LARGE ICONS</p><p>(800 X 800 PX YOUTUBE</p><p>400 X 400 PX TWITTER)</p><p>Keep the ribbon’s stroke weight in tact</p><p>MEDIUM ICONS</p><p>(180 X 180 PX FACEBOOK)</p><p>Increase the ribbon’s stroke weight by 1pt</p><p>SMALL ICONS</p><p>(110 X 110 PX INSTAGRAM)</p><p>Increase the ribbon’s stroke weight by 2pts</p><p>Michelob ULTRA Brand Guidelines 89</p><p>Our Open Ribbon</p><p>The open ribbon can crop</p><p>at the top but should never</p><p>touch the left, right and</p><p>bottom edges of a page.</p><p>Leave a space at least the</p><p>width of the ribbon’s stroke</p><p>as a margin.</p><p>MARGINS</p><p>1X RIBBON MARGIN 2X RIBBON MARGIN DO NOT</p><p>The open ribbon should not touch the</p><p>left, right and bottom of a page.</p><p>Michelob ULTRA Brand Guidelines 90</p><p>OPEN RIBBON</p><p>DON'TS</p><p>Our Open Ribbon</p><p>DON'T change the color of the ribbon.</p><p>DON'T tilt the ribbon.</p><p>DON'T fill the ribbon with color.</p><p>DON'T add a dropshadow or other effect to the ribbon.</p><p>DON'T fill the ribbon with a photo, pattern, or other image.</p><p>DON'T use the ribbon horizontally.</p><p>DON'T crop the ribbon so tight that it no longer identifiable.</p><p>DON'T stretch or otherwise warp the ribbon.</p><p>Michelob ULTRA Brand Guidelines 91</p><p>OUR</p><p>TYPOGRAPHY</p><p>S U P E R I O R</p><p>L I G H T</p><p>B E E R</p><p>Michelob ULTRA Brand Guidelines 92</p><p>Our Typography</p><p>Brand Font</p><p>National is our brand font.</p><p>National should be used</p><p>on all internal and consumer-</p><p>facing communications as it</p><p>is a modern sans-serif that</p><p>is easy to read in both caps</p><p>and lowercase.</p><p>Specialty Font</p><p>Applied primarily on</p><p>packaging, Sharp Sans</p><p>clearly communicates what</p><p>we need it to say without</p><p>distracting from the brand.</p><p>A modern font with</p><p>distinctive numbers,</p><p>Sharp Sans works well in</p><p>POS, POC, and Comms</p><p>activations.</p><p>Sharp Sans also pairs</p><p>well with our brand font,</p><p>National.</p><p>SIMPLE &</p><p>PRACTICAL SHARP SANS NO.2</p><p>SEMI BOLD</p><p>NATIONAL</p><p>MEDIUM</p><p>SHARP SANS No.2</p><p>Bold</p><p>1234567890</p><p>SHARP SANS No.2</p><p>Semibold</p><p>1234567890</p><p>NATIONAL MEDIUM</p><p>ABCDEFGHIJKLMNOPQRSTUVWXYZ</p><p>abcdefghijklmnopqrstuvwxyz</p><p>NATIONAL REGULAR</p><p>ABCDEFGHIJKLMNOPQRSTUVWXYZ</p><p>abcdefghijklmnopqrstuvwxyz</p><p>Michelob ULTRA Brand Guidelines 93</p><p>Our Typography</p><p>The typeface National should be</p><p>used in all communications.</p><p>Headlines are set in National</p><p>Bold; subheads are set</p><p>in National Medium; and</p><p>body copy is set in National</p><p>Regular.</p><p>SIMPLE &</p><p>PRACTICAL HEADLINES</p><p>National Bold</p><p>SUBHEADS</p><p>National Medium</p><p>BODY</p><p>National Regular</p><p>S U P E R I O R</p><p>L I G H T</p><p>B E E R</p><p>L O R E M I P S U M D O L O R</p><p>D O L O R S I T A M E T</p><p>Lorem ipsum dolor sit amet, principes cotidieque eu vix,</p><p>qui ad tantas virtute. Nulla graeci facete duo id, in tale</p><p>sonet omittantur qui. Qui volutpat mediocrem te, no nam</p><p>constituto dissentiunt, duo erant pertinacia in.</p><p>the superior</p><p>light beerULTRA FIT FEAST</p><p>RUNNING AND</p><p>CYCLING EVENTS</p><p>Get active and up your performance with</p><p>Michelob ULTRA at sponsored running cycling</p><p>events across the country. Check out the</p><p>events below to learn more and to register</p><p>for opportunities in your area.</p><p>PREVIOUS BRAND FONTS</p><p>SWEET GOTHIC + DIN PRO</p><p>CURRENT BRAND FONT</p><p>NATIONAL</p><p>S U P E R I O R</p><p>L I G H T</p><p>B E E R</p><p>L O R E M I P S U M D O L O R</p><p>Lorem ipsum dolor sit amet, principes cotidieque eu vix,</p><p>qui ad tantas virtute. Nulla graeci facete duo id, in tale</p><p>sonet omittantur qui. Qui volutpat mediocrem te, no nam</p><p>constituto dissentiunt, duo erant pertinacia in.</p><p>Michelob ULTRA Brand Guidelines 94</p><p>Our Typography</p><p>Headline copy always</p><p>appears centered and can</p><p>live below our open ribbon.</p><p>Our open ribbon can also be</p><p>used as a frame for copy.</p><p>SUPPORTING</p><p>OUR RIBBON</p><p>HEADLINE STATS AS A FRAME</p><p>Michelob ULTRA Brand Guidelines 95</p><p>Two types of copy can</p><p>be used to overlap our</p><p>open ribbon.</p><p>1 Stats:</p><p>2.4 Carbs, 79 Cals</p><p>2 Short headlines, no</p><p>longer than 5 words</p><p>Our Typography</p><p>OVERLAPPING</p><p>OUR RIBBON</p><p>STATS STATS SHORT HEADLINE</p><p>Should always appear centered and</p><p>not exceed 5 words when</p><p>overlapping</p><p>the ribbon</p><p>79</p><p>CALS</p><p>Michelob ULTRA Brand Guidelines 96Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>OUR COLOR</p><p>PALETTE</p><p>Michelob ULTRA Brand Guidelines 97</p><p>Color is an important</p><p>building block of the</p><p>Michelob ULTRA brand.</p><p>Our color palette is based</p><p>directly on the distinctive</p><p>ULTRA label.</p><p>We have carefully chosen</p><p>our primary colors,</p><p>combining our bold red,</p><p>with a cool blue and white</p><p>to cue refreshment.</p><p>Our color palette update</p><p>has also concentrated our</p><p>brand red from two colors</p><p>into one bold red selection.</p><p>BOLD, VIBRANT +</p><p>FRESH</p><p>Our Color Palette</p><p>PRIMARY COLORS</p><p>PREVIOUS</p><p>RED PALETTE</p><p>CURRENT</p><p>RED PALETTE</p><p>186C</p><p>RGB 200 16 46</p><p>HEX C8102E</p><p>CMYK 0 100 80 5</p><p>185C 186C</p><p>186C</p><p>289C</p><p>RGB 12 35 64</p><p>HEX 0C2340</p><p>CMYK 100 76 12 70</p><p>Cool Gray 1C</p><p>RGB 217 217 214</p><p>HEX D9D9D6</p><p>CMYK 10 7 5 0</p><p>Michelob ULTRA Brand Guidelines 98</p><p>To comply with the</p><p>Americans with Disabilities</p><p>Act (ADA), typography</p><p>must meet a size and color</p><p>contrast threshold.</p><p>Body Copy</p><p>Cool Gray 1C and 186C must</p><p>not be used for body copy in</p><p>any web application. Instead,</p><p>copy should appear in</p><p>289C or black at a minimum</p><p>of 12pt.</p><p>ADA WEBSITE</p><p>COMPLIANCE</p><p>Our Color Palette</p><p>186C 289C Cool Gray 1C</p><p>Michelob ULTRA Brand Guidelines 99</p><p>OUR</p><p>PHOTOGRAPHY</p><p>Michelob ULTRA Brand Guidelines 100Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Aspirational, Purposeful,</p><p>Dynamic, Inclusive.</p><p>1 Product Photography</p><p>focuses on the product</p><p>& taste appeal. Subtle</p><p>tonal backgrounds</p><p>provide quiet space for</p><p>messaging and stand</p><p>out in the clutter of the</p><p>environment.</p><p>2 Lifestyle Photography</p><p>focuses on people and</p><p>lifestyle. The product</p><p>can be present, but</p><p>isn’t necessary when in</p><p>a branded online space</p><p>or where supported</p><p>by Michelob ULTRA</p><p>branding.</p><p>All photography should be:</p><p>Premium</p><p>Casual + Real</p><p>Dynamic + Active</p><p>Social + Fun</p><p>OVERVIEW</p><p>Our Photography</p><p>Michelob ULTRA Brand Guidelines 101</p><p>PRODUCT</p><p>Our Photography</p><p>Photographic Style</p><p>Aspirational, Purposeful,</p><p>Dynamic, Inclusive</p><p>1 Setting & Camera Angle</p><p>Using high-quality</p><p>photography, our bottle</p><p>and can assets are</p><p>confidently composed</p><p>with a straight/head-on</p><p>camera angle.</p><p>2 Background</p><p>Our white background</p><p>acts as a backdrop for</p><p>the deep amber bottle</p><p>and shadowing of the</p><p>product, which provides</p><p>a sense of depth.</p><p>3 Condensation & Ice</p><p>We use a natural</p><p>and subtle level of</p><p>condensation—never</p><p>looking dry or drenched.</p><p>Ice can be present in</p><p>small flecks.</p><p>Michelob ULTRA Brand Guidelines 102Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Aspirational, Purposeful,</p><p>Dynamic, Inclusive</p><p>1 Brand Presence</p><p>ULTRA conveys an</p><p>authentic, active lifestyle.</p><p>Our brand should always</p><p>support this feeling,</p><p>whether through product</p><p>photography or branded</p><p>elements (in situation).</p><p>2 Focus on the Moment</p><p>We should focus on</p><p>moments and the people</p><p>enjoying them, rather</p><p>than a landscape or a</p><p>scene. These moments</p><p>should always feel</p><p>natural, never staged</p><p>or posed.</p><p>3 An Inclusive Brand</p><p>We’re about get-</p><p>togethers. We should</p><p>avoid moments that</p><p>appear too introspective.</p><p>Even if a person is alone</p><p>in the frame, it should</p><p>feel like they’re with</p><p>friends or enjoying the</p><p>moment.</p><p>PRODUCT &</p><p>LIFESTYLE</p><p>Our Photography</p><p>Photographic Style</p><p>Michelob ULTRA Brand Guidelines 103Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Aspirational, Purposeful,</p><p>Dynamic, Joyful, Inclusive</p><p>1 Dynamic + Active</p><p>Our brand should always</p><p>support an active lifestyle</p><p>through photography</p><p>that shows real people</p><p>enjoying fitness, in</p><p>groups wearing premium</p><p>athletic wear.</p><p>2 Social + Fun</p><p>We’re about group</p><p>activities. We should</p><p>avoid moments that</p><p>appear too introspective.</p><p>Even if a person is alone</p><p>in the frame, it should</p><p>feel like they’re with</p><p>friends or enjoying the</p><p>moment.</p><p>3 Joy</p><p>Our brand should tell</p><p>a story of joy. People</p><p>are happy and are</p><p>enjoying the moment.</p><p>The photography should</p><p>capture a genuine</p><p>moment of joy.</p><p>LIFESTYLE:</p><p>WIN</p><p>Our Photography</p><p>Photographic Style</p><p>Michelob ULTRA Brand Guidelines 104Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Aspirational, Purposeful,</p><p>Dynamic, Inclusive</p><p>1 Celebratory</p><p>Show groups together</p><p>outside, in bars, or at</p><p>home, where they are</p><p>enjoying the feeling of</p><p>success and reward.</p><p>2 Social + Fun</p><p>We’re about a mix of</p><p>people coming together.</p><p>We should avoid</p><p>moments that appear</p><p>too introspective. Even if</p><p>a person is alone in the</p><p>frame, it should feel like</p><p>they’re with friends or</p><p>enjoying the moment.</p><p>LIFESTYLE:</p><p>PLAY</p><p>Our Photography</p><p>Photographic Style</p><p>Michelob ULTRA Brand Guidelines 105</p><p>OUR</p><p>MATERIALS</p><p>Michelob ULTRA Brand Guidelines 106Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>AUTHENTIC +</p><p>INVITING</p><p>When choosing material,</p><p>it’s important that we aim</p><p>for authenticity. Faux finishes</p><p>or fake substrates cheapen</p><p>our image.</p><p>In addition to the clean tones</p><p>and shades of metal, wood,</p><p>fabric and masonry, ULTRA</p><p>materials and substrates</p><p>can be in our brand colors</p><p>where applicable.</p><p>Our Materials</p><p>WHITE MARBLE</p><p>LIGHT WALNUT</p><p>RED HERRINGBONE FABRIC</p><p>BRUSHED ALUMINUM</p><p>BLUE NEOPRENE</p><p>CONCRETE</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 107</p><p>Our Materials</p><p>Our Materials</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 108Michelob ULTRA Brand Guidelines</p><p>Michelob ULTRA Brand Guidelines 109Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>OUR GEAR</p><p>Our Gear</p><p>110Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.Michelob ULTRA Brand Guidelines</p><p>Our Gear</p><p>Michelob ULTRA Brand Guidelines 111Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>To allow the full flexibility</p><p>of our color palette, White,</p><p>Blue and Red may be used on</p><p>garments as long as a clear</p><p>Michelob ULTRA logo lockup</p><p>is visible.</p><p>To ensure the consistency of</p><p>the Michelob ULTRA brand,</p><p>when applying graphics to</p><p>blank garments please use</p><p>only the following colors:</p><p>COLOR</p><p>Our Gear</p><p>HEATHER</p><p>GREY</p><p>WHITE</p><p>DARK</p><p>BLUE</p><p>RED</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 112</p><p>When creating a shirt label,</p><p>the Michelob ULTRA lock</p><p>up tag must be used in the</p><p>correct color combination to</p><p>reinforce brand recognition.</p><p>SHIRT LABEL</p><p>COLOR</p><p>Our Gear</p><p>WHITE TAGS</p><p>For use on blue, red, grey</p><p>and white garments</p><p>Michelob ULTRA Brand Guidelines 113</p><p>To reinforce brand recognition when</p><p>using the cropped ribbon, the Michelob</p><p>ULTRA lock up tag must be applied in</p><p>an approved location.</p><p>All Garments</p><p>Should have Michelob ULTRA</p><p>branded sew in sizing tags</p><p>Front: The label should be</p><p>placed .5” above the hem at</p><p>the bottom right</p><p>Back: The label should be</p><p>centered .5” below the collar</p><p>SHIRT LABEL</p><p>PLACEMENT</p><p>Our Gear</p><p>Our Gear</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 114</p><p>Our Gear</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative</p><p>purposes only and may not be distributed externally or reproduced for external distribution in any form. 115</p><p>Our Gear</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 116</p><p>Michelob ULTRA Brand Guidelines 117</p><p>Our Gear</p><p>Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Michelob ULTRA Brand Guidelines 118Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Our Gear</p><p>Michelob ULTRA Brand Guidelines 119</p><p>COMMUNICATIONS</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 120</p><p>Michelob ULTRA Brand Guidelines 121Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 122</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 123</p><p>21 21</p><p>UNDER OVER</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 124</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 125</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 126</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 127</p><p>Michelob ULTRA Brand Guidelines Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form. 128</p><p>Michelob ULTRA Brand Guidelines 129</p><p>CHECK LIST</p><p>Michelob ULTRA Brand Guidelines 130Photography is for illustrative purposes only and may not be distributed externally or reproduced for external distribution in any form.</p><p>Aspirational</p><p>Our pursuit to be our best</p><p>inspires others to join us.</p><p>Purposeful</p><p>We’re intentional with</p><p>our details to achieve</p><p>impact and stand out.</p><p>Dynamic</p><p>We are always in motion.</p><p>We are a movement that</p><p>draws people in.</p><p>Inclusive</p><p>We champion a mindset</p><p>and bring people together,</p><p>whoever they are.</p><p>Check List</p><p>Michelob ULTRA Brand Guidelines 131</p><p>CONTACT</p><p>INFO</p><p>Michelob ULTRA Brand Guidelines 132</p><p>Contact Info</p><p>Audrey de Graaff</p><p>Global Marketing Director,</p><p>Michelob ULTRA</p><p>audrey.deGraaff@ab-inbev.com</p><p>Christopher Jones</p><p>Senior Marketing Director,</p><p>Michelob ULTRA</p><p>christopher.jones@anheuser-busch.com</p><p>Colleen O’Meara</p><p>Senior Account Manager, JKR Global</p><p>colleenomeara@jkrglobal.com</p><p>THANK</p><p>YOU</p>