November 21, 2008
Anheuser-Busch InBev New Company Naming of Biggest Brewer in the World
The name that has resulted from the merger of American beer giant Anheuser-Busch and Belgian beer behemoth InBev, not surprisingly is Anheuser-Busch InBev. The new company's vision statement points out that it strives to be "The Best Beer Company in a Better World".
This merger has created the world's largest brewer, thus also creating the biggest name in beer, ever. The new logo clearly displays the "vision" of the new organization and according to the company's site is designed to "reflect our collective vision, drive and energy." Further, "The combination of rich golden colors captures what we know and do best: our expertise and heritage in brewing great beer, which is so often a part of enjoyable moments shared by friends."
The typography of "AB" also hearkens back to the old Anheuser-Busch logo, which has used an eagle motif since 1872, although some say theirs was "fiercer."
However, in the end this is a corporate logo. The average beer drinker will be interacting with the familiar naming and branding on the beer brands that the company sells, which include Budweiser, Stella Artois, and Beck's. The merger itself is something that is mostly happening behind the scenes. Yet, the logo is designed to be "a beacon of a bright, vibrant future for employees, customers, consumers and the communities where we work and live."
Given that in reality the image is one that will rest on legal documents and memos, after all, it has a refreshing quality and will not look out of place in an international corporate environment.
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