heineken visual identity guideline

What is a Company Visual Identity?
A Company Visual Identity represents the identity of an organisation. The company’s culture,
its image in society. In short, the style of the organisation. A Company Visual Identity is
visible primarily in the design of the letterhead, business cards, forms, the inscriptions on work
clothing, frontages and company vehicles.
Why have a Company Visual Identity?
A Company Visual Identity gives an organisation its own look. It makes a company
recognisable, to the outside world and also to its own employees. Moreover, consistent use of a
Company Visual Identity increases efficiency and reduces costs.
A Company Visual Identity for Heineken
Internationalisation and globalisation demand a clear picture of our organisation. It is in order
to increase the familiarity of Heineken, reinforce our image and emphasise our unity.The
Company Visual Identity clearly shows what we have in common, but it also respects our
differences. The purpose of the Company Visual is to show the typical charachter of our
organisation. You could describe that character as the Heineken identity.

› Company versus Brand Print

Visual Company Identity versus Visual Brand Identity
The name Heineken has two different meanings. The Heineken company and the Heineken
brand. In the early days the two were almost one, the Heineken family founded a brewing
company that brewed a great beer. Everything carried the name Heineken.
Nowadays the Heineken company is much more than the Heineken brand only, it brews and
markets over 200 beer brands.
Still the Heineken brand is the most important brand for the company: world’s no. 1 premium
beer.
It is important not to mix up company and brand. The brand is a most valuable marketing tool
to target consumers and sell our Heineken beer. The company is an organization, people,
develops new businesses, has financial stakeholders and brews and markets many, also local,
brands.
Visually brand and company are related, it all comes from the same roots. But there is a clear

difference and should always be aware to apply the appropriate visual identity:
Visual Brand Identity
The green bottle with racetrack label is the origin of the brand’s visual identity.
The two brand logos are the Authenticity logo and the Star-Heineken logo.
Authenticity logo has been specially developed to communicate and reinforce the brand’s
brewing quality, heritage and authenticity. Its primary application area is direct beer related
items
Star-Heineken logo has been specially developed to communicate and reinforce the modernity
and vitality of the brand. It may be applied in communication, sponsorships, merchandise and
packaging. Star-Heineken on a Heineken green background is preferred above on a white
background, it reflects the character of the brand better.
The visual relationship between all elements is fixed. E.g. Star-Heineken may never be used
without the star and the star may never be used in isolation!

Visual Company Identity
The recognizable Heineken typeface and color green form the basis of the Visual Company
Identity. It is similar to the brand’s typeface and color. The company identity always carries an
extension of the Heineken name (e.g. International, N.V., Italy) and the yellow line to connect
and position the logo.
In the company identity a (red) star is never used and the preferred background color is white.
This enhances the difference with the brand and gives the company a clear professional
characteristic.

Horizon Print

-overview
-positioning elements
-horizontality and perspective


Overview


Text, image, and other elements can be positioned in various ways in relation to the horizon.

horizontality and perspective

Applying the horizon enhances communication and creates consistency by placing all other
elements into a unified and forward-looking perspective.
Photography Print
-overview
-ambience
-pioneering spirit
-quality
-enjoyment
-respect
-don'ts
-intrinsic themes

Overview
Nearly all publications and media make use of photography. Image selection and image
manipulation are important factors in how the public identifies with the Heineken organisation.
This section of IdentityWeb offers ideas for expressing the Heineken organisation's identity

through the intelligent use of photography.
Obviously, you cannot combine all the forms of expression described in this section into one
single image. They should be used as guidelines for briefing photographers, as a source of
inspiration or for the evaluation and selection of image material.

Ambience
The Heineken organisation's key values are an essential starting point for image manipulation
and photography. The following pages explain how each of these values can be applied to
photographic work.

Pioneering spirit
Pioneering spirit can be emphasized in photography by using strong perspectives, an unusual
horizon, an unusual point of view or motion.
Typeface family Print
The Heineken typeface family was developed exclusively for Heineken on the basis of the
Heineken brand logo. It consists, in varying weights, of a sans serif typeface and a typeface
with serifs.

Each typeface is available with normal figures and Old Style figures (OSF).
Colours Print
The Heineken typefaces are exclusive property of Heineken Brouwerijen BV. Application is restricted to
print or screen
communication (e.g. newsletters, magazines) for Heineken purposes only. Contact
to obtain
the Heineken typeface family.

-overview
-main palette
-extended palette

Overview
Consistent colour use in basic elements, text and image is essential to obtain the right effect for
the corporate identity. A main palette, an extended palette and tools for manipulating
photographic images have been put together using three basic colours.




Main palette
The main palette below consists of the three basic colours and the intermediate bright colours.
This palette will be adequate for most applications and is integrated in your presentation tool.




Extended palette
An extended palette is available for broader (screen) applications. Compared with the basic
palette, this colour palette comprises a number of heavier shades.



The coated versions of these PMS colours are the reference colours for both coated and
uncoated applications


Writing style › Tips for writing in English Print
Univocal use of language and spelling contributes to the
recognizablity and consistency of our corporate identity.
Click on the language subject for more information:
-abbreviations

-addressing
-amounts
-appendices
-copies, distribution and mailing lists
-date and time
-e-mail addresses
-enclosures
-functional and departmental indications
-phone and fax numbers
-salutation
-signing
-spelling
-text alignment
-titles
For more information, please contact the Concern Secretariat
in Amsterdam.

Abbreviations
Abbreviations are to be avoided as much as possible in both internal and external
correspondence. The usual abbreviations in English are: Mr., Mrs., Messrs., Miss or Ms. e.g.,
etc., Jr., a.m./p.m., re and P.S. (usual abbreviations in Dutch include a.s., d.d., t.a.v., e.d., enz.,
jl., NB and P.S.). In addition, most titles are abbreviated. Also, the usual abbreviations for
measures, weights, financial terms etc. may be used. The term 'operating company' is
abbreviated OpCo; plural OpCos (in Dutch - Dutch plural Opco's). If abbreviations of projects
etc. are used, then always mention the full name first, followed by the abbreviation in brackets,
which may be used in the remaining part of the text, for example, Personal Draught System
(PDS) (also see functional and departmental indications). Company locations may also be
abbreviated.

Addressing

External: the use of titles is not compulsory. If titles are used, then also use the formal style of
writing. For internal correspondence it is not necessary to mention titles. In the address, first
mention the company and the department and
then the person.
Use formal initials for both internal and external correspondence as much as possible (also see
copies, distribution and mailing lists), and write prefixes in full. For example: Mr. A. van der
Fles

Amounts
In correspondence and memos, amounts are preceded by the currency indication, followed by a
space. In English, thousands are separated by a comma; main and decimal sums by a decimal
point
For example: EUR 1,250.00
In Dutch, thousands are separated by a dot, main and decimals sums by a comma. If there are
no decimals, the comma is followed by double zero.
For example EUR 1.250,00
Official abbreviations or signs are used in texts, such as EUR, $, etc. The dollar ($) sign is
preceded by an addition, for example, US$ if the American dollar is concerned.

Appendices
Mentioning of enclosures or appendices is required both in internal and external
correspondence. Enclosures or appendices are mentioned after the signature or at the end of a
memo. If there is only one appendix or enclosure, the subject is mentioned; in case of multiple
enclosures or appendices, mention the number.

Copies, distribution and mailing lists
If a number of persons are addressed internally, the prefix Messrs. may be used followed by
their last names. In Dutch HH (for 'de heren') may be used. For external correspondence,
names are shown with initials as much as possible.Persons receiving copies should, basically,
always be mentioned. In case of correspondence to third parties, it may not always be

necessary to mention the names of these persons. If a certain memo, letter, clipping etc. is
forwarded to multiple
persons, then state the names of the recipients on the copy concerned.

Date and time
All documents (including enclosures or appendices) should be dated. The date is always
written in full.
For example: 25 July 2000 (Dutch: 25 juli 2000)
In formal correspondence, the date is preceded by the name of the place of dispatch.Times are
represented in Dutch according to the 24-hour system, with hours and minutes separated by a
dot. So: 9.00 uur, 13.30 uur. In English, the 24-hour system is not used. Hours in the morning
are indicated by a.m. and hours in the afternoon or evening by p.m.
For example: 9 a.m. and 1.30 p.m.

E-mail addresses
Heineken e-mail addresses are fully written in lower-case letters.

Enclosures
Mentioning of enclosures or appendices is required both in internal and external
correspondence. Enclosures or appendices are mentioned after the signature or at the end of a
memo. If there is only one appendix or enclosure, the subject is mentioned; in case of multiple
enclosures or appendices, mention the number.

Functional and departmental indications
Functional and departmental indications start with a capital.
For example:
Mrs. A. Persoon,
Manager Research & Development.
Department names are written in full the first time and, if desired, may be abbreviated in the
remaining part of the text.

See also:
Abbreviations

Phone and fax numbers
The dialling code is shown in brackets, followed by a space and the subscriber number. It is
customary either to show
the subscriber number in one group of three digits followed by two groups of two digits or in
three groups of two digits,
with a space inserted between the groups.
For example:
(020) 523 92 39
(0292) 11 33 22
Cell phone numbers: (06) 66 66 66 66.
Telephone number complete with international
dialling code: +31 (0) 20 523 93 93.

Salutation
If the name is known, mention it in the salutation in external correspondence. If the name is
unknown, then use either 'Dear
Madam' (Geachte mevrouw), 'Dear Sir' (Geachte heer) or 'Dear Sirs' (Mijne heren). Do not use
the abbreviation in Dutch such as 'L.S.' Salutation is not required for internal memos (also see
titles).

Signing
Signing is always done by means of the signing person's signature, followed by the signer's
name. Stating the sender's
function is only required if it is not already mentioned on the stationery. In certain formal
letters, the name of the company
concerned should be mentioned as well.

Spelling
For texts in English, British spelling is used; the spelling checker in Word can be adjusted for
this. For Dutch texts, preferred spelling as contained in 'De Woordenlijst van de Nederlandse
Taal', (Dutch Word List) also known as 'het groene boekje' (green book) is to be used. Word -
under Tools - includes a spelling checker which complies with the current rules.

Text alignment
Texts are aligned at the left margin. Omit text alignment at the right margin.Do not indent the
text at the start of a new paragraph; insert one blank line between paragraphs. To avoid messy
texts, use underscores, italics and bold print in a logical manner.

Titles
In Dutch, titles are inserted after the prefix 'de heer' or 'mevrouw'. The abbreviated forms are
used for this purpose,
fully written in small print and followed by a dot.
For example: mevrouw drs. A. Persoon.
For other titles, consult a dictionary (also see addressing). Foreign titles mostly follow the
name. Print
This chapter sets out how each of the basic elements of design is applied in daily practice.
We show for instance the application of these elements in correspondence, forms,
magazines and brochures, signboards, presentations and internet.

A number of aids are available for corresponding in compliance with our corporate identity.
In addition to the printed matter on which your company name is pre-printed, available MS
Word tools enable you to correspond quickly and easily. In all templates, typography is
standardized by a fixed font (Times New Roman), font size for your body text is 11 points with
a line feed of 14 points.For corporate documents, appliance of other fonts is not allowed.
Printed matter
Printed matter forms the basis of your correspondence. This includes various paper styles,
envelopes, address labels, a 'With compliments' card and business cards.

On all of these, the name of your company and the most important information are preprinted.
The other information is printed on the paper by means of the template. Click on the picture for
more information.

-overview
-download
-form development
-checklist
-external and internal forms

Overview
Heineken uses forms to communicate with all kinds of different people:
suppliers, customers, businesses and of course its own employees.
All these people come into contact with forms issued by Heineken, so in a way these forms
also function as a business card.
The new Corporate Identity does not simply denote a change in outward appearance, it also has
practical objectives such as enhancing customer-friendliness, increasing efficiency and
reducing costs. By devoting attention to the language and style of the forms, they can be made
more accessible and thus more customer-friendly. In addition, the information in the forms can
be processed more easily and costs can be saved by standardising formats and paper.

Download
-Corporate Identity and Forms (pdf)

Form development
The best way to create a form is to divide the job into stages. A list of the various stages that
have to be followed in their logical order, is displayed below.
The experts who contribute to the development of a form are also mentioned. The person who
considers the form to be necessary is called the instigator. He or she could also be called the
'perpetrator', which suggests that the fewer forms there are, the better. Try if at all possible to

avoid the use of forms.
Consider whether the relevant information could be obtained in another way. Examine the
usefulness of all the existing forms critically and on a regular basis. Experience reveals that
once a form has been developed, it continues to be used routinely for years even if a more
efficient means of communicating or obtaining information has been devised in the meantime.

Forms Print

General information
Our corporate identity is a visual impression of the character of our organiziation. By means of
forms, colours, typography
and company logo's, this character is translated into a corporate identity, which is consistent
and recognizable to anyone in contact with us. The corporate identity connects the Heineken
brand to the numerous Heineken companies worldwide.
For web media specific definititions of corporate identity elements are defined.
Web Print
Your Powerpoint presentation should be seen as a visual aid that enhances your spoken
presentation; it is not a story in itself. A screen presentation makes use of key words to
communicate the subjects of your talk: this is not only useful for our audience, it also acts as a
prompt.

In brief:
• The slides form the basis for your spoken presentation.
• The slides contain the most important facts only, you should communicate the rest
verbally.
• All text used in slides must be brief, distinct, and be formulated point by point.

Use the following text elements to build p a well-organised slide:

Headings

Give each slide a heading which is appropriate to the slide’s subject matter.
A good heading is brief and to the point, try to keep headings to a single line only.

Text and bullets used on slides
Always keep the amount of text on a slide to the absolute minimum.
The purpose of a slide is to enhance your verbal presentation by displaying the key words.
Using a lot of text only makes it difficult to read. Limit your text to a maximum of 10 lines for
each slide.

Enumeration is a good way to set out the subjects you deal with in your presentation. Restrict
the number of bullet levels to one per slide.

Captions
When using captions to explain a photo or illustration, use as few words as possible. However,
try to avoid using captions by selecting photographs and illustrations that are self-explanatory.

Quotations
All quotations used in your presentation should be in italics and placed inside quotation marks.

Company Presentation
Choose the Company Presentation if you plan to make a presentation about the Heineken
organisation and all general subjects who are not specificly dealing with one of the Brands.

Use the logo of the company
Font type: Arial
Brand Presentation
Choose the Brand presentation if you plan to make a presentation about one of our brands.

Use the logo of the prefered brand
Font type: Arial

There is a special Heineken PowerPoint Tool (HPT) available.
For more information regarding the HPT, please go to the Tools part of this section.
Presentations Print
Lettering on buildings, and the signposting in and around buildings are an eye-catching
representation of the Heineken organisation's corporate identity.
The standardised system which is used both indoors and out is very flexible in use, easily
expandable and is custom-made by Modulex for the Heineken organisation:
- Modulex Pacific Exterior
- Modulex Pacific Interior
Because Modulex is a worldwide operating company, this system can be delivered all over the
world. Contact Identity Support for information regarding Modules Pacific:

Besides the signposting in and around the building, lightboxes and the neon lights are
important carriers of the corporate identity. In each building the format and application at each
position must be carefully determined when placing these signs.
Technical specifications are available for the neon designs. These specifications clearly state
how the loose relief letters should be applied: the exclusive use of the Heineken typeface with
the correct spacing between letters and in the correct colour with the specific positioning of the
character 'e'.
For more detailed technical specifications please contact IdentitySupport:

This section of IdentityWeb provides an overview of building lettering and signposting. Not all
the options available are displayed, as these are entirely dependent on the building and its
environment, the situation and individual preferences. Contact Identity Support for more
information regarding the possibilities:


Signs Print

The printed media constitutes an important category in the expression of the Heineken
organisation's corporate identity. Derived from the basic elements, specific starting-points have
been established for the printed media. This concerns all magazines, folders and brochures
issued by the Heineken organisation. If these starting-points are applied consistently, a
recognisable and uniform image can be guaranteed while allowing scope for flexible solutions
and differentiation in accordance with the target group or available means. Please note that use
of the special developed Heineken typeface is obligatory for Heineken print media.
This 'Printed Media' section examines the following aspects:
-Use of the company logo
-Formats and patterns
-Layout
-Typography
-Differentiation
-Examples
-Production guidelines

Magazines & brochures Print


The Company Visual Identity is easy to use. Computer programs have been developed that
will give you the beste possible assistance.
Heineken Correspondence Tool (HCT)
A special Correspondence Tool has been developed for the entire Heineken company.
The HCT consists of templates in MS Word. With these all correspondence can be produced in
our Company Visual Identity style.
Heineken Presentation Tool (HPT)
A special PowerPoint Presentation Tool has been developed
for the Heineken company. This tool enables you to make
business presentations quickly and easily in our Company Visual Identity style.
One tool for all your presentations including the brand presentations for Heineken and Amstel.

You can download a presentation of both tools right here.(File .EXE, 3.2 Mb)
Also you can download the documentation about this tool (File .PDF, 0.9 Mb)
- External forms are always printed in 'Heineken green'.
- Internal forms with a representative character are also printed in 'Heineken green'.
- Other internal forms are printed in black.
In the case of a small circulation, photocopying may be chosen instead of offset printing. Some
very simple internal forms can be created in Word and printed out by computer.
Forms that are sent to an address are called correspondence forms.Some forms are filled in by
hand, some by computer. A combination of the two is also possible.

Checklist
The following check-list is useful for exercising maximum control over the process.
- Is the form really necessary?
- What is the purpose of the form?
- Does a form with a similar function already exist, or can this new form be combined with an
existing form?
- Does the form have a name, and is this name as short as possible?
- Is all the information requested or communicated relevant?
- Do the questions or information have a logical order?
- Does the form have a clear layout and is it user-friendly?
- Have the explanations been reduced to a minimum?
- Is the spelling contemporary and correct?
- Which permissible format is the most suitable?
- Should the form have a portrait or landscape format?
- How will the form be used and filed away?
- Have the technical specifications been established (e.g. perforations, folds, gummed edges,
punched holes, paper, use of colour)?
- Will the form be filled in by hand or by print? How will it subsequently be read? Will it be
filled in partly by hand and partly by print?
- Is the form for external use whereby it has to be printed in green, or is it for internal use only

hereby it can be photocopied or printed (offset or computer) in black?
- How many duplicates or copies are needed?
- How is the form to be sent out? Is the (return) address positioned correctly for a window
envelope?
- Has the processor been consulted with regard to the processing?
- Who will be responsible for updating the form?
- Is there any other way of obtaining or communicating the desired information without having
such a form?

External and internal forms

Many Logo's have been created for Heineken. You can download the logo's in different
formatting
available formats:
GIF - normal picture of a logo
EPS - Encapsulated Postscript* (specifically for printing jobs, high resolution )
WMF - Window Meta file, usable in Microsoft applications (e.g. for mailtemplates )
TIF - high-resolution image format
Many logo's are created as green-letters-on-white and white-letters-on-green.
*Postscript files can be used with specialised programs like Adobe Photoshop or Adobe
Illustrator. This is for professional use only.
Heineken uses forms to communicate with all kinds of different people: suppliers, customers,
businesses and of course its own employees. All these people come into contact with forms
issued by Heineken, so in a way these forms also function as a business card.
Here you can download or view the complete guide ( 1,25 Mb, PDF format). Click the
thumbnail to view directly in PDF format or click here to download the file.

Click thumbnail to view



Correspondence Print
Forming the basis for the colour palette are the principle Heineken green (PMS 356), a warm
yellow (PMS 130) and red (PMS 485) for accentuating contrast. The coated versions of these
PMS colours are the reference colours for both coated and uncoated applications. The most
important colours have been established from the total colour palette of hues and shades.
See also:
RGB and websafe colours