BRAND

IDENTITY
FUNDAMENTALS
04.2020
01 BRAND STRATEGY Overview 05
Brand Triangle 07
Brand Pyramid 08
Asset Wheel 09

02 CORE ASSETS Logo Suite 12

Color Palette 21
Product Photography 22
3C Cold Communication 26

03 PACKAGING Primary Packaging 29

Secondary Packaging 30

04 CAMPAIGN ASSETS Chill Wordmark 34

2
WHAT’S THIS Our brand is much more than just our
packaging. It is a constantly evolving identity

BOOK FOR? that must be carefully managed to stay

relevant and dynamic while still feeling
cohesive and respecting our heritage and

WE’RE GLAD
equities. The principles outlined in this book
will help you leverage the brand in the right
way to reinforce our message, and broadcast
our character.

YOU ASKED.

3
01
BRAND
STRATEGY
1.0 OVERVIEW

CONSUMER

Our consumers are always on, 21-34 year olds,

from diverse backgrounds, living in our fast
paced, modern world. They make active choices
S T R A T E G Y

to tune out for a moment because being “always

on” is overwhelming.

OCCASION

Our consumers need to find ways to refresh,

recharge, and keep up with life. We champion
B R A N D

and protect those moments of pause and

refreshment. These are interesting, everyday
occasions where people actively choose to turn
off, and chill.

TONE OF VOICE

Irreverent: We are witty and light hearted

Relatable: We live in the same world as you do
Easygoing: We are good-natured and
always a pleasure to be around
Clever: Not jokey or goofy

5
WE BELIEVE
EVERYBODY
NEEDS A MOMENT
OF CHILL.
WE EXIST TO
REFRESH THE
SPIRIT.
6
1.1 BRAND TRIANGLE

WE BELIEVE EVERYBODY NEEDS A MOMENT OF CHILL.

WE EXIST TO REFRESH THE SPIRIT.
S T R A T E G Y

CULTURAL TRUTH: PRODUCT TRUTH:

In an always-on world, Coors Light is mountain-
B R A N D

there is subversive cold refreshment with

power in turning off. replenishing potential.

BRAND ENEMY: Being on

BRAND ROLE: Turn it off
BRAND BENEFIT: Renewal

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1.2 BRAND PYRAMID

H OW W E L I V E PURPOSE
THAT MAKES PEOPLE FALL IN LOVE WITH US
We exist to refresh the spirit.
S T R A T E G Y

TONE BELIEF
Irreverent In a world that just
Relatable won’t stop being on,
H O W W E B E H AV E Easygoing everybody needs a
THAT MAKES PEOPLE ATTRACTED TO US Clever moment of Chill.

FUNCTIONAL BENEFIT EMOTIONAL BENEFIT

B R A N D

Mountain Cold refreshment Hitting the reset button to

with replenishment potential. revitalize for what’s next.
H OW W E D E L I V E R
THAT MAKES PEOPLE APPRECIATE US

PRODUCT RTB’S BRAND ASSETS BRAND DNA

Mountain Cold. Made to Chill. Silver Can Born in the Rockies est. 1978.
Lagered, Filtered & Packaged Cold. Coors Red Script Five Generations of the Coors family.
W H AT W E A R E Light, Crisp and Clean. Mountain Icon (Chapeau) Relentless Pursuit of crafting Rocky
THAT MAKES PEOPLE INTERESTED Cold Assurance Packaging. Chill Word Mark Mountain Cold Refreshment.
Born in Colorado. Mountains Turning Blue Commitment to Sustainability.
Snow Covered Rocky Mountains

CONSUMER INSIGHT
In an always-on world, there is subversive power in turning off.

TA R G E T C O N S U M E R
Always-on, harried 21-34 year old drinkers who are looking to turn off.

8
1.3 BRAND ASSET WHEEL
E ASSETS
COR LO G O S U I T E

Our brand wheel shows the Y

PH
spectrum of assets we utilize G
RA
CO
LO
TO R
to bring the Coors Light brand P
H
O PA
L
E
IN T
to life.

TA

T
E
N
S T R A T E G Y

U
O
M
Each section of assets plays
a specific role, which will be
outlined within this document.

PR
OD
P
KU

UC
LO C

T PH
COORS LIGHT MADE TO CHILL

LD

OTO
3C’S CO
Mountain Scape and Can
B R A N D

GRAPHY
Horizontal Layouts

MADE TO

TS
SE
PA

S
K

A
C

A N
G IG
IN A
33 © LEO BURNETT GROUP 12.16.19
G M P COORS LIGHT

CA

9
02
CORE
ASSETS
UNRIVALED COLD
REFRESHMENT
STARTS HERE.
THESE ASSETS ARE
THE FOUNDATION
OF OUR BRAND
IDENTITY.
11
2.0 LOGO SUITE
OVERVIEW
A S S E T S

B
C O R E

A C D

A. PRIMARY LOGO B. SECONDARY LOGO C. TERTIARY LOGO D. LIMITED USE

When in doubt, use this one. Our When a horizontal lockup is more Because our logo sacrifices Our limited use logos should
primary stacked logo should be the effective and allows for greater legibility when oriented vertically, be used sparingly, but are ideal
default choice for all applications, brand presence in a certain the vertical lockup should only for situations where branding
and should only be substituted application, the secondary logo be used in cases where the needs to sit on dark, complex, or
when a secondary or tertiary logo may be used in place of the primary logo needs to fit in a space with unpredictable backgrounds.
is better suited to the specific stacked lockup. extreme vertical proportions.
parameters and needs of a project.

12
2.0 PRIMARY LOGO
OVERVIEW
A S S E T S
C O R E

TYPOGRAPHY MOUNTAIN ICON (CHAPEAU) COLOR

The classic Coors script remains the foundation The mountain icon has been designed to The color palette in our logo is inspired by our
of our logo and serves as a nod to our proud represent our heroic peaks in a graphic way that iconic can. The red Coors script paired with
heritage, while the sans-serif “Light” type feels simple, clean, and modern. Our dominant silver (grey) is unmistakably Coors Light, while
brings modernity to the mark. The extended peak should always appear on the left, and the the blue mountain icon reinforces our cold
letter spacing and angled cuts create a sense of angles should be mirrored over the vertical axis. refreshment credentials and provides a subtle
lightness and crispness, reflecting qualities of Its placement in our logo subtly reinforces the sense of optimism. When the mountain icon
our beer. idea the Coors Light is inherently connected to, appears in the logo or is used as a focal element,
and comes from, the mountain. it must be shown in Coors Light blue.

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2.0 PRIMARY LOGO
S PAC I N G + S C A L E

1.25” WIDE MINIMUM

A S S E T S
C O R E

.625” WIDE MINIMUM

WHEN TO USE CLEAR SPACE MINIMUM SCALE

When in doubt, use this one. Our primary The minimum space around the logo is The minimum size of the primary logo is 1.25”
stacked logo should be the default choice defined by the height of the letters in wide. This ensures that the legibility of the
for all applications, and should only be “LIGHT”. All supporting copy and graphic mountain icon is retained. If an instance of
substituted when a secondary or tertiary logo elements must maintain this distance in all the logo must be scaled below this, you may
is better suited to the specific parameters and applications. use a small-scale variation without the icon,
needs of a project. down to 0.625” width.

14
2.0 SECONDARY LOGO
S PAC I N G + S C A L E

E X T R E M E P R O P O R T I O N A LT E R N AT E
A S S E T S

2” WIDE MINIMUM
C O R E

1” WIDE MINIMUM

WHEN TO USE CLEAR SPACE MINIMUM SCALE + ALTERNATE

When a linear horizontal lockup is more The minimum space around the logo is If the logo needs to be placed in a space
effective and allows for greater brand defined by the height of the letters in with an extreme horizontal proportion, an
presence in a certain applications, the “LIGHT”. All supporting copy and graphic alternate version where the mountain sits in-
secondary logo may be used in place of the elements must maintain this distance in all line with the type is available. The minimum
primary stacked lockup. applications. sizes outlined above apply to both the
preferred and alternate logo versions.

15
2.0 TERTIARY LOGO
S PAC I N G + S C A L E

WHEN TO USE
A S S E T S

Because our logo sacrifices legibility when

oriented vertically, the vertical lockup should

1 ” TA L L M I N I M U M
only be used in cases where the logo needs to
fit in a space with extreme vertical proportions.
C O R E

CLEAR SPACE
The minimum space around the logo is defined
by the height of the letters in “LIGHT”. All
supporting copy and graphic elements must
maintain this distance in all applications.
2 ” TA L L M I N I M U M

MINIMUM SCALE
The minimum size of the vertical tertiary logo
is 2” tall. This ensures that the legibility of the
mountain icon is retained. If an instance of the
logo must be scaled below this, you may use
a small-scale variation of the logo without the
icon, down to 1” tall.

16
2.0 LIMITED USE LOGOS
OVERVIEW

1.5” WIDE MINIMUM 1.25” WIDE MINIMUM

A S S E T S
C O R E

.75” WIDE MINIMUM O U T L I N E D A LT E R N AT E

C O N TA I N E D M O U N TA I N ROUNDEL

WHEN TO USE CLEAR SPACE MINIMUM SCALE+ALTERNATE

We have 2 limited use logos available as part The minimum space around both logos The contained mountain asset and roundel
of our logo suite. These assets should be used is defined by the height of the letters in have different minimum scale requirements,
sparingly, but their white backgrounds make “LIGHT”. All supporting copy and graphic outlined above. Note that the contained
them ideal for situations where branding needs elements must maintain this distance in all mountain asset has a small-scale variation
to sit on dark, complex, or unpredictable applications. without the blue icon where the roundel
backgrounds. The contained mountain asset is does not. The roundel does have an alternate
always preferred as it maximizes scale of the outlined version for situations where the
branding. The roundel is best used when it is solid background shape isn’t necessary.
able to be supported by other brand marks.
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2.0 LOGO SUITE
C O L O R T R E AT M E N T

1 2 3 4

PRIMARY+SECONDARY+TERTIARY

Our Primary, Secondary, and Tertiary

logos all follow the same basic color
rules. A 3-color logo on a white
background (Column 1) is always our

X X
preferred execution, because it gives our
logo a clean and refreshing feeling. A
A S S E T S

3-color logo can also exist on light grey

backgrounds, provided they are no darker
than our CL Light Grey (Column 2).

When a 3-color execution isn’t possible

due to production or media limitations,
1-color treatments may be substituted.
C O R E

Use CL Dark Grey when possible, but with

darker backgrounds it is acceptable to
reverse out in white.

*Note that the 1-color logos are shown without the

mountain icon, as they violate the minimum size
requirement for including it.

LIMITED USE

X
Our limited use logos are ideal for
maintaining our full brand color palette
on dark, complex, or unpredictable
backgrounds. The 3-color logo can be
used on anything other than white.

When a 3-color execution isn’t possible

due to production or media limitations,
1-color treatments may be substituted.
Use CL Dark Grey when possible, but with
darker backgrounds it is acceptable to
reverse out in white.

*Note that the 1-color logos are shown without the

mountain icon, as they violate the minimum size
requirement for including it.
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2.0 LOGO SUITE
P H O T O G R A P H Y T R E AT M E N T S
A S S E T S
C O R E

3-COLOR LIMITED USE 1-COLOR

When you need to place a logo over Our limited use logo provides the When a 3-color logo application is not
photography, the preferred approach is to most flexibility for incorporating with feasible due to production or media
place a 3-color logo over a region of the photography because its holding shape limitations, one-color logos may be
image that is clear of clutter and light enough provides a clean backdrop for branding substituted.
in tone that all brand colors maintain contrast regardless of the subject matter.
and legibility. When this isn’t possible, our
limited use logo should be substituted.

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2.0 LOGO SUITE
INCORRECT USAGE
A S S E T S

X X X X
DO NOT ISOLATE MOUNTAIN DO NOT SCALE, MOVE OR DO NOT ANGLE OR ROTATE DO NOT STRETCH OR SKEW
C O R E

ICON (CHAPEAU) RECOLOR ELEMENTS

Our logo is most effective in its The proportions of the logo must
We always want our mountain icon to be The hierarchy, color assignments standard orientation and should be maintained when scaling to
seen in the context of one of our logos and proportions of our logo never be rotated to fit a space. best represent our brand.
first. Do not isolate it unless an approved are intentional and should never
logo is shown in close proximity. be altered.

X X X X
DO NOT ADJUST SPACING DO NOT CUSTOMIZE TYPE DO NOT ADD EFFECTS DO NOT PLACE OVER
OR MOUNTAIN ICON COMPLEX BACKGROUND
The character spacing of the The simplicity of our logo creates
type may not be adjusted under Our mountain icon and type a clean, modern feel. Do not add Legibility of the logo is paramount.
any circumstances. treatment are core assets of the dimension or visual effects in Never layer over images that are
brand. Do not substitute or alter printed or digital assets. too complex or colors that do not
20
in any way. provide enough contrast.
2.1 COLOR PALETTE

CL RED CL DARK GREY CL LIGHT GREY RGB

PANTONE 200C PANTONE COOL GREY 9C PANTONE 427C 207 / 210 / 211

CMYK CMYK CMYK HEX

6 / 100 / 73 / 13 56 / 47 / 44 / 10 18 / 12 / 13 / 00 #CFD2D3
A S S E T S

RGB RGB
186 / 12 / 47 118 / 119 / 122

HEX HEX
#ba0c2f #76777A
WHITE RGB
255 / 255 / 255

CMYK HEX
C O R E

00 / 00 / 00 / 00 #FFFFFF

CL BLUE RGB
PANTONE 285C 000 / 112 / 185

CMYK HEX
91 / 53 / 00 / 00 #0070B9

RED GREY+WHITE BLUE

Our red tone is primarily used for the “Coors” The series of neutral tones in our palette are a CL Blue reinforces our cold refreshment
script in our logo. It carries strong equity for the reference to our iconic silver cans, mimicking credentials and provides a subtle sense of
brand, particularly when paired with our neutral the range of values you see when light reflects optimism for the brand. This accent color is
grey tones, and can be used to emphasize or off of a metal substrate. CL Dark Grey is used used in the mountain icon in our logo, and the
highlight key communication. Although it is an in the “LIGHT” type in our logo and provides mountains on our Cold-Activated bottles and
essential part of our palette, use it sparingly stark contrast against our lighter tones. CL Light cans famously turn blue when our beer is as
outside of the script lettering assets as overuse Grey serves as a middle step between CL Dark Cold as the Rockies. To protect and reinforce this
will dilute its impact. Grey and white, giving our neutral palette more motif, only use this color as an accent to cue Cold
flexibility to adapt to different needs. Refreshment.
21
2.2 PRODUCT PHOTOGRAPHY
P R I M A R Y C A N - FA C E

OVERVIEW
A S S E T S

Our silver can is perhaps the most iconic and

recognizable touchpoint for our brand, so treating
its photography correctly is vitally important.
Can photography is the brand’s preferred pack to
feature, with exceptions (i.e. on-premise).
C O R E

APPEARANCE
The highlights and shadows on our can help to
communicate the silver metallic finish, while the
ice and condensation cue cold and refreshing.
These visual characteristics help communicate
sensations that our consumer connects with the
experience of enjoying Coors Light, and should
never be altered or removed.

ORIENTATION
When shown in isolation, our can should always
be standing straight upright. Much like the
mountain peak on its face, our can should feel
like an immovable object, standing proud and
confident. Do not rotate or angle the can, as this
feels too playful for the brand.

22
2.2 PRODUCT PHOTOGRAPHY
P R I M A R Y C A N - FA C E + S I D E

OVERVIEW
A S S E T S

In addition to the single can showing the face

panel, you can also leverage a paired can
treatment to showcase the 3C’s lockup on the
side panel.

APPEARANCE
C O R E

The highlights and shadows on our can help to

communicate the silver metallic finish, while the
ice and condensation cue cold and refreshing.
These visual characteristics help communicate
sensations that our consumer connects with the
experience of enjoying Coors Light, and should
never be altered or removed.

ORIENTATION
The background can showing the 3Cs Lockup
should always be smaller than the foreground
can and placed behind it to create hierarchy.
The secondary can may sit on either side of the
primary depending on what works best for the
specific application, provided that it follows the
above rules.

23
2.2 PRODUCT PHOTOGRAPHY
P R I M A R Y B O T T L E - FA C E

OVERVIEW
A S S E T S

Although our can photography is typically

preferred, our bottle may be used to
showcase product when it is better suited for
a specific application.
C O R E

APPEARANCE
Similar to our can, our bottle should always
feature ice and condensation to cue cold
refreshment. The die-cut label is a unique
differentiator for our bottle, highlighting and
celebrating the heroic mountain peaks. This
feature should never be altered or obscured.

ORIENTATION
When shown in isolation, our bottle should
always be standing straight upright. Much
like the mountain peak on its face, our
bottle should feel like an immovable object,
standing proud and confident. Do not rotate
or angle the bottle, as this feels too playful
for the brand.

24
2.2 PRODUCT PHOTOGRAPHY
L I F E S T Y L E / I N - S I T U AT I O N

OVERVIEW
The goal of the establishing these lifestyle/in-situation driven product
photography guidelines is to ensure the primary tenants of Coors
Light remain intact when activated through a more expressively
diverse lens of the consumers lifestyle.

SUBJECT/OCCASION/ENERGY
A S S E T S

Our consumers range from 21-34 year olds and lead busy lives in a
world that is “always on”. They are looking to actively find moments
of “Chill” in which they can turn the world off and truly connect,
whether that be with themselves or those around them. Capturing
this specific energy level is key to materializing the connection to
our consumers through photography. Occasions should never be
C O R E

overly active or energetic, and should connect directly to finding that

moment of Chill, to refresh, recharge, and connect.

LIFESTYLE PRODUCT SPECIFICS

Ensuring Coors Light’s presence in lifestyle driven photography is
prominent but not overpowering the overall message is a crucial
balance. Maintaining the visibility of the primary face panel and
branding of at least 1-2 cans or bottles while being held or engaged
with should be the standard for brand integration. The primaries
should always be showcased in their cold activated state within
lifestyle photography to ensure a heightened level of refreshment.

IN-SITUATION PRODUCT SPECIFICS

While in situation, Coors light primary cans and bottles should be a
prominent feature with the support of the environment to capture
a specific moment that links to the consumers’ experience. The
cold activated state of the primaries should be maintained in all
photography. Position of the primaries when shown in multiples
should always be lead with the primary brandmark face panel in the
foreground. The supporting 3C’s communication on the side of the
primaries should be treated as a supportive element, slight staggered
behind the hero can.
25
2.3 3Cs COLD LOCKUP
A S S E T S
C O R E

OVERVIEW USAGE
Our beer has always been lagered, filtered, These assets will primarily be seen on our
and packaged cold. These new visual assets new packaging, however they are allowed
help communicate that to our audience in a for limited use in other applications. Any
way that is ownable for the brand. The “Cold” off-pack usage must be accompanied by an
script lettering is a custom asset and not a approved logo, and must be approved by the
typeface. Do not attempt to alter or create brand team.
new script lettered assets on your own.

26
03
PACKAGING
OUR BEER IS
COLD AS THE
ROCKIES.
SO WE MADE IT
LOOK AS REFRESHING
AS IT TASTES.

28
3.0 PACKAGING
PRIMARY
P A C K A G I N G

12oz CAN PRIMARY 12oz BOTTLE PRIMARY

Our primary can contains 4 main design elements: Our primary bottle contains the same design
our logo, photographic mountain range, tagline, and elements, but shifts the branding below the
the vertical 3C’s lockup. The interaction between the mountain, allowing us to highlight and celebrate
logo and the central peak creates a focal point and the peaks through a unique die-cut label. All
adds depth. All elements shown in blue are cold- blue elements on the body label are cold-
activated, signaling when the beer is as “Cold as the activated, signaling when the beer is as “Cold as
Rockies”. the Rockies”.
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3.1 PACKAGING
S E CO N DA RY

B
P A C K A G I N G

A. LOGO+GRAPHIC ASSETS B. MOUNTAIN ENVIRONMENT C. PRODUCT PHOTOGRAPHY

Our logo is the dominant element on the face Our new mountain environment is a driving Integrating our can within the mountain
panel of our secondary packaging. It celebrates force behind the refreshed look and feel range creates a connection between our
the mountain icon and reinforces it as a signal of our pack. The bright blue skies and beer and mountain cold refreshment. We
for cold refreshment with the tagline. The white white snowdrifts create a lighter and more leverage this strategy on our side panels to
backdrop adds brightness and provides a clean optimistic impression overall, while the trees highlight primary packaging while making our
canvas for branding to standout on shelf and in the foreground add realism and make the environment feel completely immersive around
increase overall impact. The treatment of the environment more inviting. The composition the pack. The logo extending beyond the
3Cs Cold lockup here is unique to our packaging of the mountain ranges also work to create a can allows us to maximize brand impact, but
and shouldn’t be replicated elsewhere. ‘bullseye’ on pack for our branding.. should only be used on packaging.
30
3.2 PACKAGING
S E C O N D A R Y R E TA I L T H E AT E R
P A C K A G I N G

SMALL (C-STORE) MEDIUM

LARGE 31
04
CAMPAIGN
ASSETS
WE ARE
AMBASSADORS OF
CHILL.
SO WE CREATED
THESE ASSETS
JUST TO PROVE IT.

33
4.0 CHILL WORDMARK
COORS LIGHT MADE TO CHILL

Please use these formats as a reference point when type setting

1C. Headline Format headlines. When deciding what format of “Headline Chill logo”
to use, please take the following into consideration, in order of
priority:

OPTICAL HORIZONTAL CENTERING (ONE LINE)

PIENDIS ETGE ORE

A S S E T S

COORS LIGHT MADE TO CHILL

Please use these formats as a reference point when type setting

2A. Headline Format headlines. When deciding what format of “Headline Chill logo” to use,
please take the following into consideration, in order of priority:

optical Chill mark is

horizontal optical
2x the vertical
height
center center
of the headline
OPTICAL VERTICAL CENTERING (ONE LINE)

40 © LEO BURNETT GROUP 12.16.19 COORS LIGHT

height of the
chill “i” dot
C A M P A I G N

Chill mark is 5x
the height of
the headline

COORS LIGHT MADE TO CHILL

Please use these formats as a reference point when type setting

3. Headline format headlines. When deciding what format of “Headline Chill logo” to use,
please take the following into consideration, in order of priority:

41 © LEO BURNETT GROUP 12.16.19 COORS LIGHT

CHILL IN SENTENCE
(MULTIPLE LINES)

PIENDIS ET VOLUPTA
SPICIA ETUS CO

44 © LEO BURNETT GROUP 12.16.19 COORS LIGHT

CHILL WORDMARK CHILL LOCKUPS

Our Chill wordmark helps communicate our The Chill wordmark can also be used as a
commitment to Chill in a way that is ownable for part of a headline in a variety of formats
the brand. It will typically be seen in the context including single-line vertical lockups, single line
of our tagline, which is set in Brandon Grotesque horizontal lockups, or multiple line lockups.
Black. The script lettering is a custom asset and For a more comprehensive breakdown of
not a typeface. Do not attempt to alter or create typographic treatments, please refer to the full
new script lettered assets on your own. campaign guidelines.

34
THANK
YOU.
For any questions please contact:

Candace Walters (Design)

[email protected]

Ricky Gonzalez (Brand)

[email protected]