Mariah Cooper
Jan 14, 2022

AB InBev reveals new logo

Global consultancy Prophet designed the new visual identity, inspired by the brand's new purpose.

AB InBev reveals new logo

Anheuser-Busch InBev (AB InBev) has unveiled a new visual brand identity which aims to reflect the brewer’s new global purpose: “We dream big to create a future with more cheers.”

Global consultancy Prophet spearheaded the design for the world’s largest beer company, which counts Budweiser, Corona and Stella Artois among its portfolio. 

The multilayered logo is three-fold: one image represents three glasses clinking at the moment of a “cheers.” The symbol, colored the golden hue of beer, also appears as barley leaves, a major ingredient for brewing. Finally, the symbol can also transform to look like a globe, a nod to the brand’s global reach. 

AB InBev’s wordmark was also redesigned with a modernised typography. 

“As AB InBev moves beyond beer and beyond mainstream, we wanted to create a corporate brand identity that can play a larger role in the experience, communications landscape and brand expression,” Prophet’s chief creative officer Peter Dixon said in a press release. “We believe this new visual and verbal expression perfectly captures AB InBev’s revitalized corporate brand and inspiring new global purpose.”

AB InBev will roll out the new brand design cohesively across the company, said Richard Oppy, global vice president, global brands at AB InBev. The logo aims to make people “think about a future with more innovation, a future with more sustainability, and, ultimately, a future with more happiness,” he added.

AB InBev sought inspiration from other big companies like Coca-Cola, FedEx and P&G to better understand how they evolved their wordmarks. The brewer also took cues from Nike and Amazon’s iconic symbols when designing the new logo.

Although a visual rebrand can appear as a minor change, it goes far beyond artwork, Oppy said. 

“It can have a big impact because it [gives] purpose now with a clear direction,” he added. 

In December, CEO Michel Doukeris revealed AB InBev’s new global purpose, which focuses on a consumer-first strategy aimed at improving innovation and sustainability. 

Campaign US

Related Articles

Just Published

28 minutes ago

Apple debuts 2022 Chinese New Year film (clear some ...

The company's offering for this year is a 23-minute epic—shot on iPhones—about the making of an epic film within the film, also shot on iPhones.

5 hours ago

Acura uses anime to spotlight new vehicle line-up

‘Type S: Chiaki’s Journey,’ a four-episode series, debuts at the 2022 Sundance Film Festival.

15 hours ago

More than 450 scientists call on PR, creative ...

The open letter, released through Clean Creatives and the Union of Concerned Scientists, calls for an end to campaigns that "obfuscate or downplay our data and the risk of the climate emergency." It's the latest salvo between Clean Creatives and Edelman.

15 hours ago

Global new business billings soar in November

CAMPAIGN ADVERTISING INTELLIGENCE: WPP billings were sky-high, thanks to high-profile wins like Coca-Cola.