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Heineken Visual Brand Identity

Building the Heineken Brand

contents
Chapter introduction the Heineken brand identifiers
* the Heineken emblem identifier * the Heineken authenticity logo identifier * the star-Heineken identifier * the Heineken star-H-badge identifier * the Heineken green identifier & colours

Page 8 13 14 18 22 26 30 34 38 42 44 59

the “Heineken, meet you there” brand signature the Heineken typefaces the Heineken photography colour swatches (reference colours) CD with digital artwork
brand identity

6
chapters/summary

Corporate Brands Design Management Heineken International, P.O. Box 28, 1000 AA Amsterdam, The Netherlands. Phone: +31 (0)20 523 92 39

Oktober Visual Communication Heineken image database services regarding all packaging print material worldwide. For ordering high quality print files or films please contact: heinekenartwork@oktober.nl, Wibautstraat 122, 1091 GP Amsterdam, The Netherlands. Phone: +31 (0)20 462 60 60

Issued: Amsterdam, June 2005 ‘Heineken’ is a registered trademark of Heineken Brouwerijen B.V., Amsterdam, The Netherlands

introduction

We have come a long way from being a small, local Amsterdam brewer. Over more then a century Heineken has established itself, not only as a noble pilsner, but also as a highly prestigious brand. The brand, established in 1873, combines the distinctive elements of the red star, the Heineken name and hop leaves along with our well-established Heineken green and racetrack label. Of utmost importance to the creation and impact of Heineken is the proper implementation of its visual brand identity; one that reflects the premium quality of the world’s most international beer brand. This book will help you implement Heineken’s visual identity properly and gives clear directions on the use of the different representations of the brand.
brand identity

Our ultimate goal is to maintain and strengthen our number one position of being the most valuable international beer brand in the world. For this the Heineken brand identity plays a crucial role. As you will see there are a number of new rules and additional elements that have been added to our core identity elements as well as additional guidelines for photography. These are:

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chapters/summary

* amendments to the rule for star-Heineken use * star-H-badge (to be used only in Star markets with complicit consumers) * "Heineken, meet you there", our new global brand signature centred around

Heineken’s point of view: "Life is more enjoyable for those who go beyond who and what they know."
* "Heineken, meet you there" font, a new font to support the global brand signature * a silver colour that matches and supports the silver in our label * photography guidelines

Adherence to these guidelines enable us to consistently develop our investments in the brand, convey the brand meaning clearly and consequently improve our articulation of the Heineken brand identity.

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brand identity

chapters/summary

Visual brand identity application overview

BEER RELATED
PRIMARY PACKS
STANDARD PACKS (NON-DRAUGHT) DRAUGHT PACKS AND ‘SPECIAL PACKS’ SECONDARY / TERTIARY PACKS OTHER BEER RELATED ITEMS

NON-BEER RELATED

NON-BEER RELATED ITEMS

RACETRACK LABEL
The anchor product and brand identifier. Only on standard primary nondraught packs

Mandatory

No

Only possible if used as ‘illustrative visual’ (e.g. Big Label)

No

Only possible if used as ‘illustrative visual’ (e.g. Fleetmarking)

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brand identifiers

BRAND IDENTIFIERS

brand identity

EMBLEM
The on-premise product and brand identifier Only on-premise beer items e.g. coaster, sign, tap, tray

No

No

No

Only possible on-premise

No

AUTHENTICITY LOGO
The brewer’s quality endorsement 1. As sign-off on beer related items 2. As primary branding on beer related items

Mandatory sign-off

Mandatory either as sign-off or primary branding

Possible either as sign-off or primary branding

Possible either as sign-off or primary branding

No

STAR-HEINEKEN
The contemporary brand identifier 1. As additional branding on beer related items to stress modernity 2. As primary branding on any item (except standard packs)

Possible as additional branding

Possible either as primary or additional branding

Possible as additional branding

Possible either as primary or additional branding

Default choice

STAR-H-BADGE
The minimal brand symbol Only for complicit consumers in star markets

No

No

No

No

Only in star markets with written Corporate Brands approval

HEINEKEN GREEN
The brand primary colour signal. A fundamental part of every visual expression of the brand

Mandatory

Heineken green

the Heineken brand identifiers

The Heineken visual brand identity is based on the elements found in the most recognizable identifier of the brand: the bottle label. The distinctive and impactful graphics have been cherished carefully over many years and the brand identity is highly regarded all over the world. The trademarks represent the most valuable asset of the Heineken Company. As such they deserve to be protected and treated with the greatest care.

The Heineken visual brand identity plays a crucial role in our continuous enhancement of the Heineken brand. The artwork and rules throughout this manual
brand identifiers

will help avoid costly reprints of materials necessitated by incorrect or nonapproved reproduction of the Heineken brand identifiers. While excellence in the brand representation, both in colour and graphics, will ultimately lead to a higher contribution to the bottom line of the company.

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brand identity

The Heineken brand identifiers:
*

the Heineken racetrack label (not described in this guide because it may only be applied on primary standard packs) the Heineken emblem identifier the Heineken authenticity logo identifier the star-Heineken identifier the Heineken star-H-badge identifier the Heineken green identifier & colours

* * * * *

The following pages outline the role of each identifier in the brand’s communications and provide guidance for their correct use.

If you have any questions or if you need additional information please contact Corporate Brands.

the Heineken

emblem identifier

The emblem is the closest identifier to the Heineken racetrack label. It signals and supports the brand’s quality, authenticity and heritage. The emblem is, as the name suggests, a (round) adaptation of the Heineken label. Just as on the label on the bottle it includes:
* * *
brand identity

the red star the Heineken bar an adapted green racetrack and many other typographic and graphic elements of the Heineken label

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emblem identifier

Using the emblem
The visual relationship between each element in the emblem is fixed. This identifier must not be re-proportioned, redrawn or modified in any way. In order to maintain maximum impact, the immediate area around the authenticity logo must be kept relatively clear- it must be easily seen.

Application
The emblem’s communication role is its use as the on-premise product and brand identifier. It may be applied only on on-premise beer items such as the beermat/coaster, illuminated outdoor sign, tap handles and tray.

* All files are available at Corporate Brands, supplied on the accompanying CD, and available on the Heineken Brand Portal.

using the emblem:

on a white background
The visual relationship between each element comprising the emblem is fixed. This identifier must not be redrawn, reproportioned or modified in any way.

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emblem identifier

brand identity

on coloured backgrounds
When the emblem appears on any coloured background, a white border of a certain width will surround the emblem as shown here.

artwork

applications larger than 80 mm. REFERENCE NUMBER: E.D.1

or difficult to print surfaces, or for reproduction up to a maximum of 100 mm. REFERENCE NUMBER: E.D.3

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brand identity

Standard emblem for use at max. 80 mm or on rough surfaces. REFERENCE NUMBER: E.D.2

Black and white emblem for use at max. 50 mm. (for example print or embossing and engraving) REFERENCE NUMBER: E.D.4

BRAND MISUSES

DO NOT use without enough space around the emblem.

DO NOT use any other colours for the logo than shown in this guide.

DO NOT deform in any way.

DO NOT move certain elements of the logo around.

* On all official artworks the minimal white-spaces around the logos have been used. Never minimize this area! The purple line represents the minimal "white space" and functions as the cutting line.

emblem identifier

Standard emblem for

Bold emblem for applications on rough

the Heineken

authenticity logo identifier

The authenticity logo has been specially developed to communicate and reinforce the brand’s brewing quality, heritage and authenticity. This authenticity logo is comprised of three familiar Heineken brand elements:
* * *

the red star the Heineken bar the flowering hop design

This authenticity logo can be used to signal or identify the brand in two ways:
* as a sign-off device on beer related items * as a primary visual image on beer related items

The authenticity logo plays a predominant role throughout brand communication.
brand identity

Using the authenticity logo
The visual relationship between each element in the authenticity logo (the red star, the Heineken bar and the flowering hop design) is fixed. This identifier must not be re-proportioned, redrawn or modified in any way without the approval of Corporate Brands. In order to maintain maximum impact, the immediate area around the authenticity logo must be kept relatively clear: it must be easily seen.

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authenticity logo identifier

Application
The authenticity logo may be used as a sign-off device or as primary branding on beer related items.

* All files are available at Corporate Brands, supplied on the accompanying CD, and available on the Heineken Brand Portal.

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i n ttrh e n tc c ii o y l o g o i d e n t i f i e r au odu i t t n

using the authenticity logo:

on a white to mid-tone background
The visual relationship between each element comprising the authenticity logo is fixed. This identifier may not be redrawn, re-proportioned or modified in any way.

* The purple line represents the minimal "white space".

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authenticity logo identifier

brand identity

on a Heineken green background
When the authenticity logo appears on a Heineken green background, the star and flowering hop design are surrounded by a white border and the words ‘Trade Mark’ are reversed out in white.

on a mid-tone to dark background
If a mid-tone to dark background or image is used, the star and flowering hop design are surrounded by a white border and the words ‘Trade Mark’ are reversed out in white. The hopleaves are to be filled with Heineken green.

artwork

FOR LARGE USE

FOR SMALL USE

Bold Heineken authenticity logo, Standard Heineken authenticity logo, for positive reproduction. For applications larger than 55 mm. REFERENCE NUMBER: A.D.1 for positive reproduction. For use on rough or difficult to print surfaces or for applications smaller than 55 mm. REFERENCE NUMBER: A.D.3

Bold Heineken authenticity logo, for reversed-out reprologo, for reversed-out reproduction. For applications larger than 55 mm. REFERENCE NUMBER: A.D.2 difficult to print surfaces or for applications smaller than 55 mm. REFERENCE NUMBER: A.D.4
authenticity logo identifier

Standard Heineken authenticity

duction. For use on rough or

Standard Heineken authenticity logo on midtone to dark backgrounds. For applications larger than 55 mm. REFERENCE NUMBER: A.D.5

Standard Heineken authenticity logo on midtone to dark backgrounds. For applications smaller than 55 mm. REFERENCE NUMBER: A.D.6

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brand identity

Bold mono-colour Heineken A.D.7 Mono-colour Heineken authenticity logo, for positive and for reversed-out reproduction. For applications larger than 55 mm. REFERENCE A.D.9 NUMBER: A.D.7 and A.D.9 A.D.10 A.D.8 authenticity logo, for positive and for reversed-out reproduction. For use on rough or difficult to print surfaces or for applications smaller than 55 mm. REFERENCE NUMBER: A.D.8 and A.D.10

BRAND MISUSES

DO NOT use without enough space around the emblem.

DO NOT use any other colours for the logo than shown in this guide.

DO NOT use certain elements of the logo in isolation without written permission from corporate brands.

DO NOT move certain
elements of the logo around.

DO NOT use an unclear background in the direct area of the logo.

* On all official artworks the minimal white-spaces around the logos must be used. Never minimize this area!

the star-Heineken identifier

Star-Heineken has been specially developed to communicate and reinforce the modernity and vitality of the brand and may be applied in packaging, sponsorship, non-beer related items etc. Star-Heineken is comprised of two familiar brand elements:
* *

the red star the Heineken logotype

Using star-Heineken
The visual relationship between the two elements in star-Heineken (the red star and the Heineken logotype) is fixed. This identifier must not be reproportioned, redrawn or modified in any way without the (written) permission of Corporate Brands. For vertical use Corporate Brands recommends the star on the bottom so that Heineken can be read upwards. Exceptions where it is best to have the star be seen on top (crowded conference areas, or in places where the star will be obscured) star-Heineken may be applied to be read downwards (star on top); this application however is not the preferred choice and should only be used when necessary.
brand identity

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star-Heineken identifier

Application
Star-Heineken may be used as a sign-off device in almost all means of communication and as primary branding on all non-beer related items. For items close to the beer it may be used in combination with the authenticity logo.

The red star
The red star will not be used in isolation as the symbol or the representation of the Heineken brand.

A different use of the red star is subject to Corporate Brands (written) approval.

* All files are available at Corporate Brands, supplied on the accompanying CD, and available on the Heineken Brand Portal.

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brand

identity

star-Heineken identifier

using star-Heineken:

on a white background
The unique star-Heineken may be positioned either horizontally or vertically (read upward recommended).

* The purple line represents the minimal "white space".

horizontal use of the basic star-Heineken

on a Heineken green or dark background
The unique star-Heineken can only be used in a reversed-out form on Heineken green and darker "neutral" colours. The white outline around the star makes it come out more. It may be positioned either horizontally or vertically (upward).
brand identity

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star-Heineken identifier

in mono-colour
In such cases where the star has to be the same colour as the wordmark (for example, etched in glass), a mono-colour application of star-Heineken is permitted.

For vertical use star-Heineken is preferably used on a Heineken green background in an upward fashion.

vertical use of star-Heineken

artwork

FOR LARGE USE

FOR SMALL USE

Standard star-Heineken, for positive reproduction. For applications larger than 55 mm. REFERENCE NUMBER: H.L.S.1

Bold star-Heineken, for positive reproduction. For use on rough or difficult to print surfaces or for applications smaller than 55 mm. REFERENCE NUMBER: H.L.S.3

Standard star-Heineken, for reversed-out reproduction. For applications larger than 55 mm. REFERENCE NUMBER: H.L.S.2

Bold star-Heineken, for reversed-out reproduction. For use on rough or difficult to print surfaces or for applications smaller than 55 mm. REFERENCE NUMBER: H.L.S.4

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brand identity

H.L.S.5

H.L.S.7

H.L.S.6

H.L.S.8

Mono-colour star-Heineken, for positive and reversed-out reproduction. For applications larger than 55 mm. REFERENCE NUMBER: H.L.S.5 and H.L.S.7

aBold mono-colour star-Heineken, for positive and reversed-out reproduction. For use on rough or difficult to print surfaces or for applications smaller than 55 mm. REFERENCE NUMBER: H.L.S.6 and H.L.S.8

BRAND MISUSES

CORRECT USE

The logotype should always have enough contrast with the background. Some do’s and don’ts are shown here.

star-Heineken identifier

the Heineken

star-H-badge identifier

Available for star markets only.
Star-H-badge has been specially developed to communicate and reinforce the brand in a sophisticated, complicit manner on non-beer related items. Star-H-badge is comprised of two familiar brand elements:
* *

the red star the Heineken logotype ‘H’

Main target group for this logo is the complicit consumer in a star market. The non-beer products with star-H-badge are ‘touched by Heineken’.
brand identity

The world of star-H-badge does not press. It does not shout. It whispers making people aware of it in a subtle, understated way.

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star-H-badge identifier

Using star-H-badge
The visual relationship between the two elements in star-H-badge (the red star and the Heineken logotype) is fixed. All usage has to be approved by Corporate Brands in writing. This identifier must not be re-proportioned, redrawn or modified in any way without the (written) permission of Corporate Brands.

* All files are available at Corporate Brands.

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brand identity

star-H-badge identifier

using star-H-badge:

Advice: Balancing Subtlety with Complicit consumers

* All usage has to be approved by Corporate Brands in writing.

* The star-H logo is selective and may only be used in

moderation when star-Heineken is no longer appropriate.

* Corporate Brands reserves the right to review, approve or

request changes to the proposed materials prior to final artwork and production.

* May only be used with "testing" and "complicit" consumers in

* The purple line represents the minimal "white space" and functions as the cutting line.

exclusive premium channels in Star markets. Overusing star-H in "complicit" activities will make it more mainstream and therefore uninteresting for everyone.

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star-H-badge identifier

brand identity

* As premium branding on premium non-beer articles and

visibility items approved by Corporate Brands.

* Must always be placed complete with the Heineken green

racetrack shaped background. H must be in white, star must be Heineken red.

* In moderation and only below the line, not on our product or

on our packaging.

artwork

Standard star-H-badge, for positive reproduction. For applications larger than 65 mm. REFERENCE NUMBER: S.H.B.1

Standard star-H-badge, for reversed-out reproduction. For applications larger than 65 mm. REFERENCE NUMBER: S.H.B.2

Semi bold star-H-badge, for positive reproduction. For applications between 18 mm and 65 mm. REFERENCE NUMBER: S.H.B.3

Semi bold star-H-badge, for reversed-out reproduction. For applications between 18 mm and 65 mm. REFERENCE NUMBER: S.H.B.4

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brand identity

Bold star-H-badge, for positive reproduction. For applications smaller than 18 mm. REFERENCE NUMBER: S.H.B.5

Bold star-H-badge, for positive reproduction. For applications smaller than 18 mm. REFERENCE NUMBER: S.H.B.6

T h e s e l o g o ’s a re ava i l a b l e o n re q u e s t a t H e i n e ke n C o r p o ra te B ra n d s
BRAND MISUSES

DO NOT rotate the logo.

DO NOT change the colours of the logo.

DO NOT scale elements of the logo within the badge.

DO NOT change the shape of the logo.

* On all official artworks the minimal white-spaces around the logos have been used. Never minimize this area!

star-H-badge identifier

the Heineken

green identifier & colours

Heineken green
An objective of Heineken is to reinforce green's association with the brand and to ascertain it as the brand's primary colour signal. The Heineken green is unique.

In order to sustain this claim, Heineken green should be a fundamental part of every visual expression of the brand.
brand identity

Because the Heineken green is unique it is difficult to describe in standard colour terms. The colour on this page is a representation of Heineken green and although we recognize that some Pantone colours come close to Heineken green they do not translate the same on different materials (metal, fabric, paper etc.) and is therefore not permitted to use as the standard reference on final products. You may use it as a starting point only.

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Heineken green

Other greens may appear in communication in well-established markets however they may never replace or eclipse the Heineken green used globally nor have a greater presence than Heineken green in the market.

In the back of this book you can find Nominal Colour Swatches that must be used when determining the right ink mixes for your final colours.

using the Heineken colours

Heineken green
The Heineken green is unique. Additional codes for commercial print and for screen (TV/computer) use are specified at the right side. Use the Nominal Colour Swatches when determining the right ink mixes for your final colours. Heineken green

Heineken red
Heineken red is also unique. Use Heineken Nominal Colour Samples when determining the right ink mixes for your final colours Heineken red
brand identity

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Heineken colours

Heineken grey
Heineken grey is also unique. Use Heineken Nominal Colour Samples when determining the right ink mixes for your final colours. Heineken grey

Heineken silver
Silver is a difficult colour to measure because it reflects it's environment. Use Heineken Nominal Colour Samples when determining the right ink mixes for your final colours. Heineken silver

colour specifications

Possible alternatives: RGB: R0 - G161 - B0 CMYK: C100 - M0 - Y100 - K24 Pantone: PMS none Others: FLINT 6002

Possible alternatives: RGB: R255 - G43 - B0 CMYK: C0 - M100 - Y100 - K0 Pantone: PMS none Others: FLINT 3003

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brand identity

Heineken grey is always the colour code to use. Possible alternatives: RGB: R153 - G153 - B153 CMYK: C0 - M0 - Y0 - K50 Pantone: PMS 430 Others: None

Heineken silver is always the colour code to use. Possible alternatives: RGB: R133 - G124 - B122 CMYK: C0 - M0 - Y0 - K30 Pantone: PMS 877 Others: None

* New Heineken Nominal Colour Samples can be obtained from Corporate Brands Design Management.

Heineken colours

Heineken green is always the colour code to use.

Heineken red is always the colour code to use.

the "Heineken,

meet you there" brand signature

The "Heineken, meet you there" brand signature
"Heineken, meet you there" is our new global brand signature. It has been developed in order to speak out that Heineken connects people to more enjoyable and inspiring (beer) experiences and will help us convey a consistent message around the world.

"Heineken, meet you there" is an open invitation to our reference consumer who wants to be connected to what is happening, but does not want to be told what to do. It invites people to be curious and imaginative. It invites them to go beyond who and what they know and demonstrates our ability as a brand to understand what our consumers want.

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"Heineken, meet you there" brand signature

brand identity

* All files are available at Corporate Brands, supplied on the accompanying CD, and available on the Heineken Brand Portal.

35
brand identity

"Heineken, meet you there" brand signature

using the "Heineken, meet you there" brand signature

"Heineken, meet you there" brand signature works in a precise way. We can only use "Heineken, meet you there" as one element, as supplied.

Do not translate "Heineken, meet you there" (keep it in English, always). Experimentation with placement and size of the bold fixed combination is encouraged - however keep it horizontal. Feel free to use "Heineken, meet you there" as a sign-off for all brand communications in your market. Be aware that the communication should reflect our brand point of view found on the back cover of this book. This is not to be used for packaging without prior written approval from Corporate Brands.
brand identity

36
"Heineken, meet you there" brand signature

* The purple line represents the minimal "white space".

artwork

Standard M.Y.T. brand signature, for positive reproduction. For applications larger than 55 mm. REFERENCE NUMBER: M.Y.T.1

Bold M.Y.T. brand signature, for positive reproduction. For use on rough or difficult to print surfaces or for applications smaller than 55 mm. REFERENCE NUMBER: M.Y.T.3

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For applications larger than 55 mm. REFERENCE NUMBER: M.Y.T.2 For use on rough or difficult to print surfaces or for applications smaller than 55 mm. REFERENCE NUMBER: M.Y.T.4
identity brand

Standard M.Y.T. brand signature, for reversed-out reproduction.

Bold M.Y.T. brand signature, for reversed-out reproduction.

BRAND MISUSES

DO NOT move certain elements of the logo arround.

DO NOT scale elements of the logo.

DO NOT change the message.

DO NOT use any other colours for the logo than shown in this guide.

"Heineken, meet you there" brand signature

the Heineken

typefaces

the Heineken brand primary typefaces
The original and unique Heineken brand wordmark is exclusive to the brand, worldwide. This typeface used in our wordmark, is propietary and has been specially designed for Heineken. Due to legal restrictions and to protect our trademark this typeface may not be used to form headlines, slogans, titles nor be used on non promotional standard packaging.

For these purposes we developed 3 typefaces:
* Heineken Serif typeface (same character and style as Heineken
brand identity

wordmark but more classic)
* Heineken Sans typeface (same character and style as Heineken

wordmark but more open)
* "Heineken, meet you there" (MYT) typeface (same character as

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Heineken typefaces

Heineken wordmark but more contemporary and matches perfectly with star-Heineken)

the Heineken brand secondary typefaces
In addition Futura is available internationally. The wide range of different weight available within the typeface family allows for both flexibility and continuity. The Futura has most of all been used for packaging, labels and headings.

It is allowed to use other typefaces. Keep in mind that the more typefaces you use, the less Heineken brand recognition will be achieved (specially on the long term). So please be careful with using different typography.

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brand identity

Heineken typefaces

the Heineken typefaces

Heineken Serif
The Heineken Serif has specially been developed for Heineken. It is the typeface that is the closest to the wordmark typeface. It is very suitable for headings and quotes. It may also be used for body copy, but keep in mind that the Heineken Serif gives a classic impression. Therefore we should advise you to be very careful using the typeface for this purpose. (provided on the accompanying cd)

He
Heineken Serif

Heineken Sans
The Heineken Sans is an adaption of the Heineken Serif. Created to give a modern Heineken touch to the texts. It is an open, good readable typeface which is very suitable for body copy. It is also applicable for headings and quotes. (provided on the accompanying cd)
brand identity

He
Heineken Sans

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Heineken typefaces

“Heineken, meet you there” typeface
The typeface used in “Heineken, meet you there” is also available as a full font for text and body copy. It is a friendly, easy to read, universal typeface that is suitable for body copy and headlines. As a brand signature “meet you there” has smiling e’s. For body copy, however, alternative e’s are provided. The Heineken MYT fonts can be downloaded from the Linotype website. Make sure that you purchase a properly licensed copy. Pdf examples of the font are available on the accompanying cd. The download details are as follows: http://www.linotype.com/2088-2088-2088-18161/downloadcorporatetypetypefaces.html Login: Heineken Password: heineken@fonts

He
“Heineken, meet you there” typeface

Futura
The Futura is a sans serif typeface. It can be used in the same manner as the Heineken Sans. The two main differences are: - the Futura is more common. - the Futura gives less of a Heineken feeling Until now the Futura has been used mainly in uppercase form on packaging. (available from www.linotype.com)

He
Futura

Heineken Serif

abcdefghijklmnopqrst uvwxyz ABCDEFGHIJKL MNOPQRSTUVWXYZ123 4567890.,::‘“!? @#$%^ &*()+=<>|\/

Heineken Serif regular Heineken Serif italic Heineken Serif bold Heineken Serif bold italic

Heineken Sans

41
brand identity

MYT

abcdefghijklmnopqrstu vwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ1234 567890.,::‘“!?

MYT regular MYT bold

Futura

abcdefghijklmnopqrstu vwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ1234 567890.,::‘“!? @#$%^ &*()+=<>|\/

Futura BT normal normal italic Futura BT bold Futura BT bold italic Futura BT Bold Condensed

brand typefaces

abcdefghijklmnopqrstu vwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ1234567 890.,::‘“!? @#$%^&*()+ =<>|\/

Heineken Sans regular Heineken Sans italic Heineken Sans bold Heineken Sans bold italic Heineken Sans black Heineken Sans black italic

the Heineken

photography guidelines

Photography selection Choosing the right image for a piece of communication is very important. Here are some essential guidelines to help you select an appropriate image or brief a photographer.
brand identity

Key points for photography:
* contrast * interesting angles * style * movement * depth * discovery

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photography

An image may not provide all of the above. However the above pointers should be used as a guide to help select the image that has the right values. We should at least be able to account for a minimum of three of these key points.

Heineken We are not a brand who has sat on our barstool and looked quietly into our beer. We have started conversations. We have danced with complete strangers. We have found the ultimate deep-dish pizza in Chicago, the most beautiful movie theatre in Warsaw and the most laid back Mahjong parlor in Beijing. Heineken will be measured not only in the quality of the beer, but also in the quality of the relationships it encourages each drinker to cultivate. There will always be a fresh supply of beer and a steady supply of new drinkers. Introduce yourselves. Never stop using Heineken to help friends enjoy themselves, and to make strangers less strange. There are a lot of people on this planet, and never enough opportunities to enjoy them. Our curiosity and search for enjoyment has landed us in 180 countries, and explains why we’ll be the first beer on Mars. This is why we sponsor concerts, support cultural happenings, and promote social occasions of every stripe and scope. The more worldly we become, the more we connect with those not content to sit on that barstool and look quietly into that beer. Life rewards people who go beyond who and what they know. New worlds open up. It’s more fun. And it’s a worldly type of fun: The kind of fun that breaks out among people who see their differences as grounds for a conversation or a party, not an argument or a fight. Among people who know when to take life and themselves less seriously. Beer by beer, wherever you find it, Heineken can make the world seem a little less alien, a little friendlier. Everybody benefits. We like to leave our own borders. Our drinkers like to leave theirs. Wherever that journey takes them, they’ll find Heineken. Cheers, World.