The Anheuser-Busch company logo has been altered many times since it was first introduced in 1872. Its most recent revamp, created by brand consultancy Prophet, marks much more noticeable changes.
Like so many other company logos of late, the new AB logo now faces to the right, so as to be more forward-facing into the future. It has also been simplified—all colors but gold and black have been removed—so that it displays better on phone screens. The gold color has logical connections to the company, including the color of lager beer, grain, and, generically, old-timey heritage. But a company release also indicates that gold stands for “the glow of the sun representing a new day and a brighter future, one with more ‘cheers.’”
Script type has been brought back to the identity, perhaps to bring back more links to the history of the company. It’s an approach that has worked well with younger drinkers with old brands like Pabst Blue Ribbon. But loyalty to old American beer brands has been trending downward for years. Consumers now favor craft beers, and the closing of restaurants and bars during the pandemic has really crushed sales of AB Bev’s biggest brands, Budweiser, Stella Atrois, and the most-unfortunately named Corona. The company’s stock price is down 37.38 percent in the past five years.
But perhaps bigger, more fundamental changes are afoot for the world’s largest brewer. AB InBev, parent company of Anheuser Busch, also unveiled its new logo and identity last week, a mark also created by Prophet. For more information on that project see https://www.campaignlive.com/article/ab-inbev-new-logo/1737478