This week AB InBev, the world’s largest brewer, unveiled their new visual brand identity, created to connect with their new purpose and evolved corporate strategy.

“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,” says Richard Oppy, Global Vice President, Global Brands at AB InBev.

Last month, the global brewer announced the launch of what they referred to as their new global purpose – “We dream big to create a future with more cheers” – as well as the consumer-first strategy that the company intends will move them from being a category leader to leading category growth.

“Our new visual expression better represents who we are, what we stand for, and where we want to go. Its look is equal parts inspiration and aspiration – it respects our heritage while looking forward.”

AB InBev are known for their Budweiser, Stella Artois and Corona Beer brands, but also control a portfolio of over 500 beer brands.

Some key elements of the new design include a symbol representing the clinking of glasses at the moment of “cheers”, a new gold colour that captures the company’s optimistic outlook and mirrors the golden hue of beer and barley (the cornerstones of AB InBev’s business), and a new modernized wordmark reflecting the forward momentum of the company.

The development of the new logo can be seen in a visual the company shared recently on YouTube:

The new visual brand identity was designed by global consultancy Prophet. “As AB InBev moves beyond beer and beyond the mainstream, we wanted to create a corporate brand identity that can play a larger role in the experience, communications landscape and brand expression,” said Prophet Chief Creative Officer Peter Dixon. “We believe this new visual and verbal expression perfectly captures AB InBev’s revitalized corporate brand and inspiring new global purpose.”