section 01 LOGO USAGE primary logo etched logo solid logo reversed

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2 preface HOW TO USE THESE GUIDELINES Abita s visual identity represents our brand and the way customers view our product and our company. These guidelines were created to ensure that the Abita image is always presented in a consistent manner that maintains our brand. The standards in this guide are to be used when creating any materials with the Abita brand or logo. Please refer to this guide before producing any material that represents the Abita Brewing Company. We have provided a library of assets and images to assist in the creation of marketing materials. This symbol represents a downloadable asset. Just click on this symbol to download the asset associated with it. The asset library may also be found at abita.com/media. The Abita Brewing Company, LLC retains final design approval and reserves the right to deny any unacceptable artwork. The contents of this document are confidential and were created for the exclusive in-house use of the Abita Brewing Company, LLC, their distributors and preferred vendors. DATE OF LAST REVISION: 12/22/2011

3 section 01 LOGO USAGE The Abita Beer logo is the most important element of our identity. It must never be recreated or altered in any way. Allow adequate size and spacing to ensure that the logo is always visually recognizable. LOGOS primary logo etched logo solid logo Only the etched and solid versions of the Abita logo may be used in a reversed format. primary logo should never be reversed or changed. reversed LOGO PROPORTIONS Abita Brewing banner can only be used with four color printing process. 1 To ensure legibility, the minimum size of banner and logo is 1 in height by 1.76 in width. If the banner doesn t meet minimum size requirements, use etched version of the logo Do not alter proportions Do not skew Do not add elements Do not add effects abita beer brand guidelines -1

4 section 02 FONT USAGE Abita Beer has established a family of three primary typefaces. Primary typefaces should be considered for use first. If you are unable to use the primary typefaces, we have created a set of acceptable free alternative typefaces. If you have any questions regarding the use of these fonts please contact Innovative Advertising,LLC. PRIMARY TYPEFACES headline typeface sub-head typeface body text BERTHOLD AKZIDENZ GROTESK - MEDIUM CONDENSED BERTHOLD AKZIDENZ GROTESK - CONDENSED BERTHOLD AKZIDENZ GROTESK - REGULAR BERTHOLD AKZIDENZ GROTESK - MEDIUM MrsEaves MrsEaves - Italic Trade Gothic - Medium ALTERNATIVE TYPEFACES headline typeface alternate sub-head typeface alternate body text alternate BEBAS NEUE HIGHWAY GOTHIC - CONDENSED HIGHWAY GOTHIC - WIDE Baskerville Baskerville - Italic Helvetica - Medium abita beer brand guidelines - 2

5 section 03 COLOR PALETTES Color is extremely important in the visual representation of Abita Beer. Abita has chosen purple to represent our New Orleans heritage. This color palette should be reflected throughout all corporate communications. LOGO COLORS PMS 2617 C 84c, 99m, 0y, 12k BLACK GREY WHITE PRIMARY COLOR SECONDARY COLORS The purple (PMS 2617) Abita logo is the preferred usage (see page 1). When full color is not possible, please review the above secondary color usage samples. When a single color application on a dark background is needed, the white (knockout) version of the logo can only be used on black, grey, or our purple. The Abita logo can be used on top of imagery only if there is an area that provides a clear space for the mark, the logo must be clearly visible and legible. *Contact Innovative Advertising, LLC for any color outside the approved color range. COLOR PALETTE core palette PMS c, 99m, 0y, 12k R 71, G 10, B 104 PMS c, 2m, 24y, 0k R 241, G 230, B 178 PMS c, 11m, 58y, 2k R 238, G 2 12, B 13 2 TEX TURES purple texture craft texture abita beer brand guidelines - 3

6 section 04 GRAPHICS Graphics are an important tool in communicating our brand message. Below are the various approved graphics to be used when presenting Abita Beer. SUPER GRAPHIC A. CORRECT INCORRECT B. CORRECT INCORRECT When used as a background element, the super graphics must be at 25% transparency or below for correct contrast. ACCENT GRAPHICS pyramid shape fleur-de-lis full color one color When using a fleur-de-lis accent graphic with Abita Beer, these are the only approved versions. No other fleurs-de-lis are to be used with Abita Beer. abita beer brand guidelines - 4

7 section 05 SAMPLE LAYOUT Proper spacing, placement and layout are important when displaying the Abita Beer logo. Please follow these guidelines to protect our identity and brand recognition. SPACING No other elements should be placed within of the Abita logo. PAGE GRID To ensure logo placement consistency and spacing, please follow the example grid layouts below for common placements. LOREM IPSUM Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque placerat, dui non pellentesque consectetur, sem tellus fringilla lorem, a ornare erat arcu sit amet massa. Vestibulum mollis ipsum at lorem luctus a tempus justo scelerisque. Sed metus enim, faucibus non pretium. abita beer brand guidelines - 5