Introducing a
BUSINESS
Clear Identity
The HEIN EKEN Company has changed significantly over the last 10 years, and
today it's one of the world's leading brewers with a global portfolio of more than
200 international, regional, local and speciality beers and ciders. A new company
visual identity unveiled in September reflects the changing scale of our business
and captures the dynamic, unified HEIN EKEN of today, while also embracing its
heritage and its future.
^HEINEKEN
"A visual identity - and particularly
the main company logo - has a
tough role to play. Visually, it has to
represent what a company stands
for. In just a few seconds, it should
explain what sort of company we
are, in exactly the same way that the
identity of the Heineken® beer brand
tells consumers what it stands for,"
explains Sean O'Neill, Chief Corporate
Relations Officer.
"As a company with hundreds of
brands, more than 70,000 people
operating in 70 markets, and with
many important joint ventures,
representing all of these elements
in the new identity would have been
difficult and potentially confusing.
Instead, we made a choice that the
main logo itself would represent
those things that link us all - the
creativity and 'spark' of our people,
the Heineken® brand and the strength,
confidence and unity of our company."
The new corporate visual identity
has been integrated into HEINEKEN's
corporate website as well as its office
branding, materials, external reports
and more. It is being fully integrated
across all markets that carry the
HEINEKEN name. Other parts of the
business that do not use HEINEKEN
as part of their company name will
add an affiliation to their own logo,
clearly identifying them as 'Part of the
HEINEKEN Company'.
Capturing the Spark
The red Spark in the identity clearly
makes a link to the brand, but
reflects the creativity, innovation
and dynamism of our people. Using
capital letters for the word HEINEKEN
in the new visual identity reflects our
strength. It is the way our company
name was originally written when the
company was founded and suggests
a strong company with a long history.
Green has always been the colour of
the brand and the company. The brand
is the green thread that runs through
the business, but now we have also
chosen to use green as a reflection of
our continuing shift towards becoming
a more sustainable brewer.
Autumn 2011 World of HEINEKEN
