Michelob ULTRA

visual.md

---
bcp_version: "0.8"
file_type: visual
parent: https://registry.brandcontextprotocol.dev/michelob-ultra-a84ec17d/.well-known/brand.md
last_updated: 2026-09-16
---

# Visual

The brand's visual identity is preserved below as machine-readable tokens and practical usage rules.

## Color

```yaml
color:
  tokens:
    surface:
      hex: "#FFFFFF"
      role: surface
      description: "colors extracted from customer source material."
    text:
      hex: "#000000"
      role: text
      description: "colors extracted from customer source material."
    neutral_3:
      hex: "#3860BE"
      role: neutral
      description: "colors extracted from customer source material."
    neutral_4:
      hex: "#D8D8D8"
      role: neutral
      description: "colors extracted from customer source material."
    neutral_5:
      hex: "#6CC04A"
      role: neutral
      description: "colors extracted from customer source material."
    color:
      hex: "#555555"
      role: neutral
      description: "color extracted from customer source material."
    color_2:
      hex: "#333333"
      role: neutral
      description: "color extracted from customer source material."
    accent:
      hex: "#FF0010"
      role: primary
      description: "accent extracted from customer source material."
  approved_pairs:
    - foreground: text
      background: surface
      context: Default body text.
  forbidden_pairs:
    - foreground: accent
      background: surface
      reason: Use only if contrast testing passes for the actual type size.
```

## Typography

```yaml
typography:
  families:
    work_sans:
      family: "Work Sans"
      fallback_stack: ["Helvetica Neue", "Arial", "sans-serif"]
      weights: [400, 500, 700]
      styles: ["normal"]
      source: "customer site extraction"
    barlow:
      family: Barlow
      fallback_stack: ["Helvetica Neue", "Arial", "sans-serif"]
      weights: [400, 500, 700]
      styles: ["normal"]
      source: "customer site extraction"
    ultra_serif_regular:
      family: "ULTRA Serif Regular"
      fallback_stack: ["Helvetica Neue", "Arial", "sans-serif"]
      weights: [700]
      styles: ["normal"]
      source: "customer site extraction"
    oswald:
      family: Oswald
      fallback_stack: ["Helvetica Neue", "Arial", "sans-serif"]
      weights: [600, 700]
      styles: ["normal"]
      source: "customer site extraction"
    ultra_sans_regular:
      family: "ULTRA Sans Regular"
      fallback_stack: ["Helvetica Neue", "Arial", "sans-serif"]
      weights: [400]
      styles: ["normal"]
      source: "customer site extraction"
  roles:
    display: ultra_serif_regular
    body: ultra_sans_regular
    ui: ultra_sans_regular
```

## Layout and components

```yaml
elevation:
  shadows:
    - "rgba(66, 73, 96, 0.4) 0px 0px 15px 0px"
    - "rgb(153, 153, 153) 0px 2px 10px -3px"
spacing:
  scale_px: [2, 14, 24, 38, 54]
components:
  buttons:
    - background: "#ff0010"
      color: "#ffffff"
      radius_px: 512
      padding_px: [24, 16]
      font_weight: 500
    - background: "transparent"
      color: "#000000"
      radius_px: 512
      padding_px: [24, 16]
      font_weight: 500
    - background: "transparent"
      color: "#000000"
      radius_px: 0
      padding_px: [0, 0]
      font_weight: 400
source: Observed from the site's live CSS, not a declared design system. Verify against your canonical tokens.
```

## Imagery

```yaml
imagery:
  photographic_style: |
    Use concrete, brand-owned imagery when available. Avoid generic stock,
    abstract AI motifs, and visuals that contradict the extracted identity.
  illustration_style: |
    Keep illustration subordinate to the brand system. Use only when it
    clarifies the message better than photography or product evidence.
  iconography_style: |
    Follow the brand's existing mark, stroke, and geometry cues. Do not invent
    decorative symbols without a human-approved precedent.
  forbidden_treatments:
    - generic AI iconography
    - decorative gradients behind text
    - stock business-meeting photography
```