CCOE
Logo & Identity Development
Agency: Draftline
Role: Graphic Designer
Role: Graphic Designer
The Commercial Center for Excellence (CCOE) is an internal team within Anheuser-Busch focused on supporting the broader organization. The objective of this project was to develop a distinct visual identity for CCOE while creating a clear connection to the established Anheuser-Busch brand.
The logo needed to function across a wide range of internal touchpoints, including presentation decks, marketing materials, digital communications, merchandise, and branded collateral. With that versatility in mind, I focused on creating a mark that was simple, recognizable, and scalable while remaining aligned with Anheuser-Busch’s existing visual language and brand standards.
The logo needed to function across a wide range of internal touchpoints, including presentation decks, marketing materials, digital communications, merchandise, and branded collateral. With that versatility in mind, I focused on creating a mark that was simple, recognizable, and scalable while remaining aligned with Anheuser-Busch’s existing visual language and brand standards.
The design process began with an exploration of typography, iconography, composition, and visual relationships to the parent brand. Each concept approached the CCOE identity from a different perspective, balancing the need for the team to have its own recognizable presence with the importance of maintaining a strong connection to Anheuser-Busch.
The final approved logo, featured at the beginning of this section, represents the culmination of that exploration: a flexible identity designed to perform consistently across both digital and physical applications. The concepts that follow highlight the evolution of the design process, from early visual directions and logo studies to the refined final mark.
The final approved logo, featured at the beginning of this section, represents the culmination of that exploration: a flexible identity designed to perform consistently across both digital and physical applications. The concepts that follow highlight the evolution of the design process, from early visual directions and logo studies to the refined final mark.