Identity Guidelines Version 1.0Updated: November 2021Confidential and Proprietary Information of Anheuser-Busch InBev.© 2021 Anheuser-Busch InBev All Rights Reserved4 Introduction19 Tone of Voice28 Visual Identity122 Flex Assets154 Applications187 DocumentationBudweiser Brand Identity002ChaptersThis document is provided solely for informational purposes for the internal use of authorized recipients only and may not be distributed externally or reproduced for external distribution in any form.004 Introduction006 Since 1876007 Our Story008 Our Passion010 Our History011 Design Strategy012 Brand Position013 Approach014 Concept015 Design Principles019 Tone of Voice020 Overview021 Characteristics028 Visual Identity029 Kit of Parts030 Marks032 Symbol Updates034 Logo036 Logo Colorways037 Logo Clearspace038 Logo Application039 Logo Use041 Symbol042 Symbol Flexible Use043 Symbol Application045 Symbol Use047 Wordmark048 Wordmark Clearspace049 Wordmark Colorways050 Wordmark Cropping051 Wordmark Application053 Wordmark Use055 Monogram056 Favicon057 Monogram Clearspace058 Monogram Colorways059 Monogram Application060 Select Markets061 Bud Logo062 Summary063 Minimum Size064 Don'ts065 Color067 Proportion068 Primary Palette069 Secondary Palette070 Don'ts071 Application073 Material075 Inspiration076 Palette077 Qualities078 Application080 Don'ts081 Typography083 Amplification084 Family086 Hierarchy087 Typesetting091 Use093 Application096 Don'ts097 Grid System & Layouts099 Margin Formula100 Margin Construction101 Rule of Thirds102 Use106 Layout110 Photography110 Fixed Assets112 Principles113 Asset Range114 The Vibe115 Red Thread116 Executional Treatments118 Product 120 Lifestyle121 Don'ts122 Flex Assets123 Kit of Parts124 Amp Idents126 Flexible Use127 Application134 Coming Soon135 Heritage137 Layering141 Bud Script and Romance145 Pattern and Texture149 Motion151 Functional Assets152 Transitional Assets153 Contextual Assets154 Applications156 Trade164 Sports170 Fashion175 Music181 City187 Documentation188 File Names189 Downloads190 Terms and Conditions191 ContactBudweiser Brand Identity003Table of ContentsINTRODUCTIONBudweiser Brand Identity004Welcome to the Budweiser Identity Guidelines. This document is a practical guide to help introduce you to the basic elements of our evolving identity. Here, we’ll outline our new assets and how to use them to create branded materials that are consistent and cohesive.Yet, in the end, guidelines are just that— a guide. Use your best judgment and reference this document often. Good luck out there.Budweiser Brand IdentityIntroduction005WelcomeSINCE 1876Budweiser Brand Identity006Our storied history is one of American values, perseverance, and success.It’s why we’re a world-renowned lager beer. Each and every day, we work towards the high bar we set for ourselves — earning the respect our crown deserves. It’s no wonder we’re called the King of Beers. That entrepreneurial spirit, energy, and optimism i...
