Anheuser-Busch recently introduced a new global purpose — “to a future with more cheers” — that will focus on industry growth, fostering innovation, advancing sustainability, and supporting communities. To underscore the pivot, the company has updated its iconic logo and look. Global consultancy Prophet and its CCO Peter Dixon led the design for the world’s largest beer company, which counts Budweiser, Corona and Stella Artois among its portfolio.
The “A&Eagle” is now rendered in a dynamic gold color meant to mirror the golden hue of beer and barley, the cornerstones of the brewer’s business. The eagle is now facing to the right and firmly in flight, boldly gazing into the future. The wordmark has also been redesigned with more contemporary typography. All in all, says Dixon, the updated visual brand identity “reinforces the brand’s optimism and its forward-looking direction, while at the same time reflecting and elevating the value of its heritage.”
“We’re writing the next chapter for Anheuser-Busch,” says Brendan Whitworth, CEO, Anheuser-Busch. “We have the opportunity to accelerate our momentum and positively impact even more people, and this evolution of our visual identity helps reflect the ongoing transformation of this great company. I’ve never been more confident that our best is yet to come.” At more than 160 years of age, Anheuser-Busch today owns and operates more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities and packaging plants, and has more than 19,000 employees across the United States.