An Identity Based on a Combination of Text & Graphical Elements

Heineken

Heineken International has two logos, namely the “Authenticity logo” and the “Star-Heineken logo”. The “Authenticity logo” has been particularly designed to correspond and strengthen the brand’s brewing quality, legacy and reliability. Its major creations are related to beer items only. On the other hand, “Star-Heineken logo” has been uniquely created to communicate and make prominent the modernism and originality of the brand. It is functional in areas of communication, sponsorships, merchandise and packaging. Star-Heineken on a Heineken green backdrop is favored more than a white background as it projects the features of the brand at its best.

The three Es on the Heineken logo are slightly slanted backwards, giving it a smiling effect. The innovative smiling Es in the label were assumed to be too formal for the brand. The racetrack labeled green bottle is the source of the brand’s visual recognition.

According to the Heineken design guidelines the primary typefaces for the Heineken brand are three specially designed typefaces; Heineken Serif typeface, Heineken Sans typeface and the “Heineken, meet you there” (MYT) typeface. As for secondary typefaces Heineken strongly recommends using the Futura typeface to avoid less brand recognition, but other typefaces are also allowed.

According to the Heineken design guidelines the objective of Heineken Green is to reinforce green's association with the brand and to ascertain it as the brand's primary colour, also stating that it should be a fundamental part of every visual expression of the brand be it print or digital. The main colour scheme for Heineken consists of very specific colours, these being, Heineken Green, Heineken Red, Heineken Grey and Heineken Silver.

Brand Guidelines:

http://www.scribd.com/doc/69182524/Heineken-Identidad-Visual-Corporativa