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What is a Company Visual Identity?

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 make s 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
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

Horizon Print
-positioning elements
-horizontality and perspective


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.

-pioneering spirit
-intrinsic themes

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.

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.

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

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
identitysupport@heineken.com to obtain
the Heineken typeface family.
Colours Print
-main palette
-extended palette

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.

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

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.

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:
-copies, distribution and mailing lists
-date and time
-e-mail addresses
-functional and departmental indications
-phone and fax numbers
-text alignment
For more information, please contact the Concern Secretariat
in Amsterdam.

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.

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

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

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