Old school key=value pairs. Apache httpd.conf snippet follows:
LogFormat "site=%{site_name}e ip=%h datetime="%{%F %H:%M:%S %z}t" timestamp=%{%s}t host=%V request="%r" status=%>s response_size=%b response_time=%>D referer="%{Referer}i" user_agent="%{User-Agent}i" filename=%f session_id=%{rp_session_id}n tracking_id=%{RPID}C user_id=%{user_id}n realm_id=%{realm_id}n superuser_id=%{superuser_id}n" custom_log
Logs are currently parsed by a Perl script and then stored in Hadoop Hive for a number of business critical use cases.