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Heineken

Visual

Brand

Building the Heineken Brand

Identity

brand identity

chapters/summary

6

contents

Chapter

Page

introduction

8

the Heineken brand identifiers

13

* the Heineken emblem identifier

14

* the Heineken authenticity logo identifier

18

* the star-Heineken identifier

22

* the Heineken star-H-badge identifier

26

* the Heineken green identifier & colours

30

the “Heineken, meet you there” brand signature

34

the Heineken typefaces

38

the Heineken photography

42

colour swatches (reference colours)

44

CD with digital artwork

59

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

brand identity

chapters/summary

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.

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

8 8

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:

* 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.

chapters/summary

brand identity

chapters/summary brand identity 9

9

Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS
Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS
Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS
Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS
Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS

Visual brand identity application overview

Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS
Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS
Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS
Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS
Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS
Visual brand identity application overview NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS
NON-BEER BEER RELATED RELATED PRIMARY PACKS DRAUGHT PACKS STANDARD PACKS SECONDARY / OTHER BEER NON-BEER
NON-BEER
BEER RELATED
RELATED
PRIMARY PACKS
DRAUGHT PACKS
STANDARD PACKS
SECONDARY /
OTHER BEER
NON-BEER
AND ‘SPECIAL
(NON-DRAUGHT)
TERTIARY PACKS
RELATED ITEMS
RELATED ITEMS
PACKS’
RACETRACK LABEL
The anchor product and brand
identifier.
Only on standard primary non-
draught 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)
EMBLEM
The on-premise product and brand
identifier
Only on-premise beer items e.g.
Only possible
No
No
No
No
on-premise
coaster, sign, tap, tray
11
AUTHENTICITY LOGO
The brewer’s quality endorsement
Mandatory
1. As sign-off on beer related items
2. As primary branding on beer
related items
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
Possible as
Possible as
1. As additional branding on beer
related items to stress modernity
additional
Possible either
as primary or
additional
branding
additional
Possible either
as primary or
additional
branding
Default
choice
2. As primary branding on any item
(except standard packs)
branding
branding
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
brand identity
brand identifiers
BRAND IDENTIFIERS
fundamental part of every visual expression of the brand Mandatory brand identity brand identifiers BRAND IDENTIFIERS
fundamental part of every visual expression of the brand Mandatory brand identity brand identifiers BRAND IDENTIFIERS
fundamental part of every visual expression of the brand Mandatory brand identity brand identifiers BRAND IDENTIFIERS
fundamental part of every visual expression of the brand Mandatory brand identity brand identifiers BRAND IDENTIFIERS
fundamental part of every visual expression of the brand Mandatory brand identity brand identifiers BRAND IDENTIFIERS
fundamental part of every visual expression of the brand Mandatory brand identity brand identifiers BRAND IDENTIFIERS
fundamental part of every visual expression of the brand Mandatory brand identity brand identifiers BRAND IDENTIFIERS
fundamental part of every visual expression of the brand Mandatory brand identity brand identifiers BRAND IDENTIFIERS
fundamental part of every visual expression of the brand Mandatory brand identity brand identifiers BRAND IDENTIFIERS
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green
Heineken green

brand identifiers

brand identity

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

will help avoid costly reprints of materials necessitated by incorrect or non-

approved 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.

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.

13

brand identity

emblem identifier

14

the

emblem

Heineken

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:

* the red star

* the Heineken bar

* an adapted green racetrack and many other typographic and graphic elements of the Heineken label

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.

All files are available at Corporate Brands, supplied on the accompanying CD, and available on the
All files are available at Corporate Brands, supplied on the accompanying CD, and available on the

brand identity

emblem identifier

16

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.

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.

the emblem appears on any coloured background, a white border of a certain width will surround
the emblem appears on any coloured background, a white border of a certain width will surround

emblem identifier

brand identity

MISUSES

BRAND

artwork

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

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

DO NOT use without enough space around the emblem.

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

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

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

DO NOT deform in any way.

DO NOT

move certain elements of the logo around.

17

* 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.

brand identity

authenticity logo identifier

18

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.

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.

Application

The authenticity logo may be used as a sign-off device or as primary branding

on beer related items.

device or as primary branding on beer related items. * All files are available at Corporate

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

authenticity introduction logo identifier

brand identity

19

19

19

authenticity introduction logo identifier brand identity 19 19 19

brand identity

authenticity logo identifier

using

the

authenticity

logo:

      on a white to mid-tone background     The visual relationship between
      on a white to mid-tone background     The visual relationship between
      on a white to mid-tone background     The visual relationship between
      on a white to mid-tone background     The visual relationship between
      on a white to mid-tone background     The visual relationship between
      on a white to mid-tone background     The visual relationship between
      on a white to mid-tone background     The visual relationship between
     
     

on a white to mid-tone background

 
on a white to mid-tone background    
on a white to mid-tone background    
on a white to mid-tone background    
on a white to mid-tone background    
on a white to mid-tone background    
 

The visual relationship between each element comprising the

The visual relationship between each element comprising the
The visual relationship between each element comprising the
The visual relationship between each element comprising the
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.

may not be redrawn, re-proportioned or modified in any way. * The purple line represents the

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

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

20

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.

white border and the words ‘Trade Mark’ are reversed out in white. The hopleaves are to
white border and the words ‘Trade Mark’ are reversed out in white. The hopleaves are to

artwork

authenticity logo identifier

brand identity

FOR LARGE USE

FOR SMALL USE

 

Standard Heineken authenticity

logo, for positive reproduction.

For applications larger than

55 mm.

REFERENCE NUMBER: A.D.1

Standard Heineken authenticity

logo, for reversed-out repro-

duction. For applications larger

than 55 mm.

REFERENCE NUMBER: A.D.2

Standard Heineken authenticity

logo on midtone to dark

backgrounds. For applications

larger than 55 mm.

REFERENCE NUMBER: A.D.5

 

A.D.7

Mono-colour Heineken

 

A.D.8

 

authenticity logo, for positive

 

and for reversed-out repro-

duction. For applications larger

than 55 mm. REFERENCE

 

A.D.9

NUMBER: A.D.7 and A.D.9

 

A.D.10

Bold Heineken authenticity logo,

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 repro-

duction. For use on rough or

difficult to print surfaces

or for applications smaller

than 55 mm.

REFERENCE NUMBER: A.D.4

Standard Heineken authenticity

logo on midtone to dark

backgrounds. For applications

smaller than 55 mm.

REFERENCE NUMBER: A.D.6

Bold mono-colour Heineken

authenticity logo, for positive

and for reversed-out repro-

duction. 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

21

DO NOT use without enough space around the emblem. DO NOT use any other colours
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.
BRAND
MISUSES

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

star-Heineken identifierbrand

identity

22

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 re-

proportioned, 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.

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.

red star is subject to Corporate Brands (written) approval. * All files are available at Corporate

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

star-Heineken identifier

identity

brand

23 2323

star-Heineken identifier identity brand 23 23 23

brand identity

star-Heineken identifier

using

star-Heineken:

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

24

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).

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.

used on a Heineken green background in an upward fashion . horizontal use of the basic

horizontal use of the basic star-Heineken

a Heineken green background in an upward fashion . horizontal use of the basic star-Heineken vertical
a Heineken green background in an upward fashion . horizontal use of the basic star-Heineken vertical
a Heineken green background in an upward fashion . horizontal use of the basic star-Heineken vertical

vertical use of star-Heineken

artwork

FOR LARGE USE FOR SMALL USE Standard star-Heineken, for positive reproduction. For applications larger than
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
25
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 repro-
duction. 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 identity
star-Heineken identifier

CORRECT USE

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

brand identity

star-H-badge identifier

26

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’.

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.

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.

modified in any way without the (written) permission of Corporate Brands. * All files are available

star-H-badge identifier

brand identity

27 272727

star-H-badge identifier brand identity 27 27 27 27

brand identity

star-H-badge identifier

28

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

exclusive premium channels in Star markets. Overusing star-H

in

"complicit" activities will make it more mainstream and

therefore uninteresting for everyone.

* 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.

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

In

on our packaging.

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

and functions as the cutting line.

In on our packaging. * The purple line represents the minimal "white space" and functions as

artwork

star-H-badge identifierbrand

identity

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

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

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

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 reversed-out reproduction. For applications between 18 mm and 65 mm. REFERENCE NUMBER: S.H.B.4

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

These logo’s are available on request at Heineken Corporate Brands

These logo’s are available on request at Heineken Corporate Brands

29

DO NOT rotate the logo. DO NOT change the colours of the logo. DO NOT
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.
BRAND
MISUSES

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

Heineken greenbrand

identity

30

green

the

Heineken

identifier

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.

&

colours

In order to sustain this claim, Heineken green should be a fundamental

part of every visual expression of the brand.

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.

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.

have a greater presence than Heineken green in the market. In the back of this book
have a greater presence than Heineken green in the market. In the back of this book

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.

Heineken coloursbrand

identity

32

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

Heineken green

the Nominal Colour Swatches when determining the right ink mixes for

your final colours.

Heineken red

 

Heineken red is also unique. Use Heineken Nominal Colour Samples

when determining the right ink mixes for your final colours

Heineken red

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

Heineken silver

the right ink mixes for your final colours.

colour

specifications

Heineken colours

brand identity

Heineken green is always the colour code to use.

Heineken red is always the colour code to use.

 

Possible alternatives:

Possible alternatives:

RGB: R0 - G161 - B0

RGB: R255 - G43 - B0

CMYK: C100 - M0 - Y100 - K24

CMYK: C0 - M100 - Y100 - K0

Pantone: PMS none

Pantone: PMS none

Others: FLINT 6002

Others: FLINT 3003

Heineken grey is always the colour code to use.

Heineken silver is always the colour code to use.

Possible alternatives:

Possible alternatives:

RGB: R153 - G153 - B153

RGB: R133 - G124 - B122

CMYK: C0 - M0 - Y0 - K50

CMYK: C0 - M0 - Y0 - K30

Pantone: PMS 430

Pantone: PMS 877

Others: None

Others: None

33

"Heineken, meet you there" brand signaturebrand

identity

34

meet

the

you

"Heineken,

there"

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.

brand

signature

brand to understand what our consumers want. brand signature * All files are available at Corporate
brand to understand what our consumers want. brand signature * All files are available at Corporate

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

"Heineken, meet you there" brand signature

brand identity

"Heineken, meet you there" brand signature brand identity 35

35

"Heineken, meet you there" brand signature brand identity 35
"Heineken, meet you there" brand signature brand identity 35

"Heineken, meet you there" brand signaturebrand

identity

36

using

the

"Heineken,

meet

you

there"

brand

signature

using the "Heineken, meet you there" brand signature "Heineken, meet you there" brand signature works in
using the "Heineken, meet you there" brand signature "Heineken, meet you there" brand signature works in
"Heineken, meet you there" brand signature works in a precise way. We can only use
"Heineken, meet you there" brand signature works in a precise way. We can only use

"Heineken, meet you there" brand signature works in a precise way. We

"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,

Do not translate "Heineken, meet you there" (keep it in English,

always). Experimentation with placement and size of the bold fixed

always). Experimentation with placement and size of the bold fixed
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.

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

without prior written approval from Corporate Brands. * The purple line represents the minimal "white space".

artwork

"Heineken, meet you there" brand signature

identity

brand

Standard M.Y.T. brand signature, for positive reproduction.

For applications larger than 55 mm.

REFERENCE NUMBER: M.Y.T.1

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

For applications larger than 55 mm.

REFERENCE NUMBER: M.Y.T.2

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

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

For use on rough or difficult to print surfaces

or for applications smaller than 55 mm.

REFERENCE NUMBER: M.Y.T.4

37

DO NOT move certain elements of the logo arround. DO NOT scale elements of the
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.
BRAND
MISUSES

Heineken typefacesbrand

identity

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

wordmark but more classic)

* Heineken Sans typeface (same character and style as Heineken

38

wordmark but more open)

* "Heineken, meet you there" (MYT) typeface (same character as

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.

brand recognition will be achieved (specially on the long term). So please be careful with using
brand recognition will be achieved (specially on the long term). So please be careful with using

Heineken typefaces

brand identity

39

Heineken typefaces brand identity 39
Heineken typefaces brand identity 39

Heineken typefacesbrand

identity

40

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)

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)

“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:

He

Heineken Serif

He

Heineken Sans

He

“Heineken, meet you there” typeface

http://www.linotype.com/2088-2088-2088-18161/downloadcorporatetypetypefaces.html

Login: Heineken

Password: heineken@fonts

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

brand typefaces

brand identity

Heineken Serif

a

b c d e f g h i j k l m n o p q r s t

Heineken Serif regular

u

v w x y z

A B C D E F G H I J K L

Heineken Serif italic

M

N O P Q R S T U V W X Y Z 1 2 3

Heineken Serif bold

4 5 6 7 8

9

0

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,

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@ # $ % ^

Heineken Serif bold italic

&

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Heineken Sans

a

b c d e f g h i j k l m n o p q r s t u

Heineken Sans regular

v

w x y z

A B C D E F G H I J K L M N

Heineken Sans italic

O

P Q R S T U V W X Y Z 1 2 3 4 5 6 7

Heineken Sans bold

8 9

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Heineken Sans black Heineken Sans black italic

MYT

a

b c d e f g h i j k l m n o p q r s t u

MYT regular

v

w x y z

A B C D E F G H I J K L M

MYT bold

N O P Q R S T U V W X Y Z 1 2 3 4

5 6 7 8

 

9

0

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:

:

“ !

?

Futura

a

b

c

d

e f

g

h

i

j

k l m n o p

q r s t u

Futura BT normal

v w x y z N O P Q R S T U V W X Y Z 1 2 3 4

A B C D E F G H I J K L M

normal italic Futura BT bold

5 6

7 8 9

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Futura BT Bold Condensed

41

brand identity

photography

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

42

or brief a photographer.

Key points for photography:

* contrast

* interesting angles

* style

* movement

* depth

* discovery

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
Heineken We are not a brand who has sat on our barstool and looked quietly
Heineken We are not a brand who has sat on our barstool and looked quietly
Heineken We are not a brand who has sat on our barstool and looked quietly

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.

in Warsaw and the most laid back Mahjong parlor in Beijing. Heineken will be measured not

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.