Heineken Visual Brand Identity Building the Heineken Brand
contents Chapter
Page
introduction
8
the Heineken brand identifiers
13
brand identity
* 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
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:
[email protected], 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 brand identity
8
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 identity plays a crucial role.
chapters/summary
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.
brand identity
9
chapters/summary
Visual brand identity application overview
NON-BEER RELATED
BEER RELATED PRIMARY PACKS STANDARD PACKS (NON-DRAUGHT)
DRAUGHT PACKS AND ‘SPECIAL PACKS’
SECONDARY / TERTIARY PACKS
OTHER BEER RELATED ITEMS
NON-BEER RELATED ITEMS
Mandatory
No
Only possible if used as ‘illustrative visual’ (e.g. Big Label)
No
Only possible if used as ‘illustrative visual’ (e.g. Fleetmarking)
No
No
No
Only possible on-premise
No
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
Possible as additional branding
Possible either as primary or additional branding
Possible as additional branding
Possible either as primary or additional branding
Default choice
No
No
No
No
Only in star markets with written Corporate Brands approval
RACETRACK LABEL
brand identity
The anchor product and brand identifier. Only on standard primary nondraught packs
EMBLEM The on-premise product and brand identifier Only on-premise beer items e.g. coaster, sign, tap, tray
brand identifiers
BRAND IDENTIFIERS
11
AUTHENTICITY LOGO The brewer’s quality endorsement 1. As sign-off on beer related items 2. As primary branding on beer related items
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)
STAR-H-BADGE The minimal brand symbol Only for complicit consumers in star markets
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
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.
brand identifiers
enhancement of the Heineken brand. The artwork and rules throughout this manual
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.
brand identity
13
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
14
*
the red star
*
the Heineken bar
*
an adapted green racetrack and many other typographic and graphic elements of the Heineken label
Using the emblem
emblem identifier
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.
brand identity
16 emblem identifier
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.
Standard emblem for
Bold emblem for applications on rough
applications larger than 80 mm.
or difficult to print surfaces, or for reproduction
REFERENCE NUMBER: E.D.1
up to a maximum of 100 mm. REFERENCE NUMBER: E.D.3
emblem identifier
artwork
brand identity
17
Standard emblem for use at
Black and white emblem for
max. 80 mm or on rough surfaces.
use at max. 50 mm. (for example
REFERENCE NUMBER: E.D.2
print or embossing and engraving)
BRAND MISUSES
REFERENCE NUMBER: E.D.4
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.
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
18
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
authenticity logo identifier
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.
* All files are available at Corporate Brands, supplied on the accompanying CD, and available on the Heineken Brand Portal.
brand identity
19
i nuttrhoednutci ct ii ot yn l o g o i d e n t i f i e r a
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".
brand identity
20 authenticity logo identifier
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
for positive reproduction. For
logo, for positive reproduction.
use on rough or difficult to print
For applications larger than
surfaces or for applications
55 mm.
smaller than 55 mm.
REFERENCE NUMBER: A.D.1
REFERENCE NUMBER: A.D.3
Bold Heineken authenticity
difficult to print surfaces
duction. For applications larger
or for applications smaller
than 55 mm.
than 55 mm.
REFERENCE NUMBER: A.D.2
REFERENCE NUMBER: A.D.4
Standard Heineken authenticity
Standard Heineken authenticity
logo on midtone to dark
logo on midtone to dark
backgrounds. For applications
backgrounds. For applications
larger than 55 mm.
smaller than 55 mm.
REFERENCE NUMBER: A.D.5
REFERENCE NUMBER: A.D.6
Bold mono-colour Heineken A.D.7
Mono-colour Heineken
A.D.8
BRAND MISUSES
DO NOT use without enough space around the emblem.
and for reversed-out repro-
authenticity logo, for positive
duction. For use on rough or
and for reversed-out repro-
difficult to print surfaces or
duction. For applications larger
for applications smaller than 55 mm. REFERENCE NUMBER:
than 55 mm. REFERENCE A.D.9
authenticity logo, for positive
NUMBER: A.D.7 and A.D.9
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.
A.D.10
DO NOT move certain elements of the logo around.
* On all official artworks the minimal white-spaces around the logos must be used. Never minimize this area!
A.D.8 and A.D.10
DO NOT use an unclear background in the direct area of the logo.
21 brand identity
duction. For use on rough or
logo, for reversed-out repro-
authenticity logo identifier
logo, for reversed-out reproStandard Heineken authenticity
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 rebrand identity
22
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 identifier
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.
* All files are available at Corporate Brands, supplied on the accompanying CD, and available on the Heineken Brand Portal.
brand
identity
23
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 brand identity
outline around the star makes it come out more. It may be positioned either horizontally or vertically (upward).
24 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
Bold star-Heineken, for positive reproduction.
reproduction. For applications larger than 55 mm.
For use on rough or difficult to print surfaces or for
REFERENCE NUMBER: H.L.S.1
applications smaller than 55 mm.
Standard star-Heineken, for reversed-out
Bold star-Heineken, for reversed-out reproduction.
reproduction. For applications larger than 55 mm.
For use on rough or difficult to print surfaces or for
REFERENCE NUMBER: H.L.S.2
applications smaller than 55 mm.
25 brand identity
REFERENCE NUMBER: H.L.S.4
star-Heineken identifier
REFERENCE NUMBER: H.L.S.3
H.L.S.5
H.L.S.7
H.L.S.6
H.L.S.8
aBold mono-colour star-Heineken, for positive and reversed-out repro-
reproduction. For applications larger than 55 mm.
duction. For use on rough or difficult to print surfaces or for applications
REFERENCE NUMBER: H.L.S.5 and H.L.S.7
smaller than 55 mm. REFERENCE NUMBER: H.L.S.6 and H.L.S.8
BRAND MISUSES
CORRECT USE
Mono-colour star-Heineken, for positive and reversed-out
The logotype should always have enough contrast with the background. Some do’s and don’ts are shown here.
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 brand identity
26
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.
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.
brand identity
27
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 brand identity
28
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
star-H-badge identifier
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.
* The purple line represents the minimal "white space" and functions as the cutting line.
artwork
Standard star-H-badge, for reversed-out reproduction.
For applications larger than 65 mm.
For applications larger than 65 mm.
REFERENCE NUMBER: S.H.B.1
REFERENCE NUMBER: S.H.B.2
Semi bold star-H-badge, for positive reproduction.
Semi bold star-H-badge, for reversed-out reproduction.
For applications between 18 mm and 65 mm.
For applications between 18 mm and 65 mm.
REFERENCE NUMBER: S.H.B.3
REFERENCE NUMBER: S.H.B.4
Bold star-H-badge, for positive reproduction.
Bold star-H-badge, for positive reproduction.
For applications smaller than 18 mm.
For applications smaller than 18 mm.
REFERENCE NUMBER: S.H.B.5
REFERENCE NUMBER: S.H.B.6
star-H-badge identifier
Standard star-H-badge, for positive reproduction.
BRAND MISUSES
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
DO NOT rotate the logo.
DO NOT change the
DO NOT scale elements
DO NOT change the shape
colours of the logo.
of the logo within the badge.
of the logo.
* On all official artworks the minimal white-spaces around the logos have been used. Never minimize this area!
brand identity
29
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 brand identity
30
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
Heineken green
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.
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
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 brand identity
when determining the right ink mixes for your final colours
Heineken red
32 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
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 brand identity
Heineken green is always the colour code to use.
Heineken colours
colour specifications
* New Heineken Nominal Colour Samples can be obtained from Corporate Brands Design Management.
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.
brand identity
34
"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
"Heineken, meet you there" brand signature
want.
* All files are available at Corporate Brands, supplied on the accompanying CD, and available on the Heineken Brand Portal.
brand identity
35
"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 brand identity
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.
36 "Heineken, meet you there" brand signature
* The purple line represents the minimal "white space".
Standard M.Y.T. brand signature, for positive reproduction.
Bold M.Y.T. brand signature, for positive reproduction.
For applications larger than 55 mm.
For use on rough or difficult to print surfaces
REFERENCE NUMBER: M.Y.T.1
or for applications smaller than 55 mm. REFERENCE NUMBER: M.Y.T.3
"Heineken, meet you there" brand signature
artwork
Bold M.Y.T. brand signature, for reversed-out reproduction.
For applications larger than 55 mm.
For use on rough or difficult to print surfaces
REFERENCE NUMBER: M.Y.T.2
or for applications smaller than 55 mm.
BRAND MISUSES
REFERENCE NUMBER: M.Y.T.4
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
Standard M.Y.T. brand signature, for reversed-out reproduction.
identity
37
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: brand identity
38
* Heineken Serif typeface (same character and style as Heineken
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
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.
brand identity
39
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 brand identity
suitable for body copy. It is also applicable for headings and quotes. (provided on the accompanying cd)
He Heineken Sans
40 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:
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
Heineken Sans
abcdefghijklmnopqrst uvwxyz ABCDEFGHIJKL MNOPQRSTUVWXYZ123 4567890.,::‘“!? @#$%^ &*()+=<>|\/
abcdefghijklmnopqrstu vwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ1234567 890.,::‘“!? @#$%^&*()+ =<>|\/
Heineken Serif regular Heineken Serif italic Heineken Serif bold Heineken Serif bold italic
Heineken Sans regular Heineken Sans italic Heineken Sans bold Heineken Sans bold italic Heineken Sans black Heineken Sans black italic
brand typefaces
Heineken Serif
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 identity
41
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
42
Key points for photography: * contrast * interesting angles * style
photography
* 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 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.