AB InBev unveils new brand identity

Last month Belgium-based brewer AB InBev announced the launch of its global purpose— “We dream big to create a future with more cheers”—as well as the consumer-first strategy that will move it from being a category leader to leading category growth.

The company has now announced that it is building on these announcements with the unveiling of our new visual brand identity, which connects with its new purpose and evolved strategy.

The brewer further says its new visual expression better represents who it is, what it stands for, and where it wants to go.

Richard Oppy, Global Vice President, Global Brands at AB InBev: “This simple and modern design better connects with the spirit of optimism, ambition and celebration that comes with our new purpose of dreaming big to create a future with more cheers.”

Some key elements of the new design include:

A symbol representing the clinking of glasses at the moment of “cheers,” connecting directly to its new purpose.

A new gold color that captures the company’s optimistic outlook and mirrors the golden hue of beer and barley, the cornerstones of AB InBev’s business.

A new refined wordmark that modernizes its expression and connotes the company’s forward momentum as a company and a business.

The new visual brand identity was designed by global consultancy Prophet.

Peter Dixon, Chief Creative Officer, Prophet: “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. We believe this new visual and verbal expression perfectly captures AB InBev’s revitalized corporate brand and inspiring new global purpose.”

www.ab-inbev.com

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