Company Visual Identity

Guidelines
September 2011 | Version 2.1
 Content
The importance of visual identity 3 Supporting elements Signage
Flow background 25 Introduction 49
DESIGN RESOURCES Flow background examples 26 Modular system 50
Serif boxes 27 Modular system, continued 51
Logo Graphs and charts 28 Examples 52
Introduction 5 Graphs and charts, continued 29 Usage principles 53
Versions 6 Tables and charts 30 Endorsement 54
Exclusion area & minimum size 7 Graphs and organograms 31 Don’ts 55
Holding shape 8 Don’ts 32
Endorsement 9 Publications
Don’ts 10 Photography Supporting elements 57
Categories 34 Start with logo 58
Colour Cutout photography 35 Logo 59
Primary palette 12 Choosing photography 36 Logo, continued 60
Secondary palette 13 Don’ts 37 Typography 61
Hierarchy & usage principles 14 Use of colour 62
Combining colours 15 GUIDELINES
Don’ts 16 Web media
Stationery Top bar 64
Typography Overview 39 Navigation 65
Typefaces overview 18 Correspondence templates 40 Typography 66
Usage principles 19 Envelopes 41 Primary and secondary palette 67
HEINEKEN Core 20 Business card 42 Endorsement 68
HEINEKEN Curve 21 Business card back 43
Lucida Sans Unicode 22 Artwork overview 69
Don’ts 23 Powerpoint
Overview 4:3 45
Overview 16:9 46
Don’ts 47

HEINEKEN Visual Identity Guidelines | Version 2.1 2

 The importance of visual identity
What is visual identity? Our company visual identity

Visual identity is the overall visual representation Our visual identity system has been specifically
of an organisation projected internally and designed to represent our organisation. It is a
externally through collateral such as letterhead, reflection of our operations and our people, our
brochures, newsletters, advertising, signage, values, our ambitions, and our personality.
buildings and reception areas. A logotype often
forms an important part of a visual identity, but This document provides guidance for successful
it is only a part. In fact an effective visual identity implementation and use of the visual identity
is achieved by the consistent use of particular to ensure consistent application across all aspects
visual elements to create distinction, such as of our business.
usage of specific typefaces, colours, and
supporting graphic elements. The following pages guide you through the core
visual identity elements.
A professionally managed visual identity offers They will assist you in designing and producing
numerous benefits to the branded entity: compelling communications with a degree of
it supports and projects institutional cohesion creative flexibility.
and efficiency; differentiates from other
organisations; facilitates the building of a desired
reputation; facilitates consistency in key areas of
design and should be a source of unity and pride
for those associated with the entity.

HEINEKEN Visual Identity Guidelines | Version 2.1 3

 Logo
The Heineken ‘Spark’ is the name of the new
company visual identity. It is an essential asset for
our company as it represents our company globally
to our various internal and external stakeholders.
The ‘spark’ logo is the
foundation around which
we have built our visual
identity. The logo is a legal
trademark. It is the visual
expression of our company,
and as such must be used
responsibly and consistently.

This section details all you

need to know about correct
usage and application of
the HEINEKEN ‘spark’ logo.

HEINEKEN Visual Identity Guidelines | Version 2.1

 Logo
Introduction

The company word mark, ‘HEINEKEN’, is solid and

confident and has elegance and style.

It is composed of capital letters to distinguish it

from the Heineken pilsner brand logo.

note For this reason we have also decided that in

all typed texts, the word HEINEKEN should be
written in all capitals.

The typography has been inspired both by the old

manner in which the pilsner brand was applied
onto wooden boxes (fig. A) and by the type in the
outer ‘racetrack’ of the present Heineken pilsner
labels (fig. B).

The solid word mark is complemented with a spark

Heineken logo | primary usage version inspired red ‘device’ that has been created to
For use across all media on behalf of the HEINEKEN company.
capture the spirit of HEINEKEN. It has an obvious
link to the red star in the Heineken pilsner brand
logo, but has its own unique form.
It is a star within a star called the “spark”.
The red outer spark is the expressive outer face of
the company, while the inner spark represents the
innovation, dynamicism and passion energy of
our people. It is a spark of energy, the flash of an
idea and a ray of positive thought. It is positively
restless, continually curious and forever in motion.
It excites, provokes and stimulates. It celebrates
the continuing success and the enterprising spirit
within the company.

It is the essence of HEINEKEN. The lock-up of the

solid word mark and the expressive spark creates
a memorable and lively combination.

A | Vintage crate design B | Heineken pilsner bottle ‘racetrack’ detail

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Logo 5

 Logo
Versions

The HEINEKEN logo is available in four different

versions. Each version has been specifically
designed to allow the best possible reproduction
of the logo across different media and output
methods. Please ensure to choose the correct
version, taking into consideration reproduction
restrictions, as well as the size and shape of the
materials being used.

Flat colour We should, wherever possible, place the logo on

Our primary logo. For use across all media. a white background to ensure legibility and to
Available in cmyk and pantone® colour versions.
differentiate it from our Heineken brand logo.

Digital artwork files have been created to suit

a variety of applications and platforms. They
are available from the downlaod section of
HEINEKEN Identity website.

* The single colour reversed logo unit should

only be used in instances where reproduction
techniques do not allow use of the full-colour
logo holding shape. 
Please see page 7 for further details.
Full colour | with gradient
For exceptional usage only i.e. large projections and events.
Available colour version: cmyk

Single colour | positive Single colour | reversed*

For simple application of the logo For exceptional use where the logo needs to be placed on a base
In stencilling or etching. colour or image other than white. When placing this logo version
Available colour: black-and-white always ensure the base colour is equivalent in tint to no less than
40% black. This will ensure legibility of the logo.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Logo 6

 Logo
Exclusion area & minimum size

X
Exclusion area
An exclusion area has been specifically developed
to allow maximum clarity and legibility of the logo.

The image left represents the exclusion area

X
required around any application of the primary
logo. No type or graphic elements should intrude
into this space. The exclusion area is measured
by a unit (x) equal to the capital height of the
HEINEKEN wordmark.
X

Minimum size
The full-colour logo may be applied no smaller
1,5 X 1X than 20 mm wide. When required in smaller sizes,
or when it is not possible to print the full-colour
logo, use the black (positive) or white (reversed)
versions of the logo.

Flow background exception

The flow background is the only graphic element
which can encroach into the exclusion area.
However, only light areas equivalent to a tint of no
more than 20% black may encroach into this area.

20 mm
20%

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Logo 7

 Logo
Holding shape
X
20 mm A holding shape has been specifically designed for
exceptional instances where no white background
exists to apply the full-colour logo.
X
Its rectangular shape is finished with a serif detail
in one of the top corners reflecting the detail
X found within the typography of the logo.

1,5 X 1X

Holding shape | fixed proportional placement Holding shape | minimum size

Two versions of the holding shape exist to allow

placement of the logo on the left or right of a
layout design.

Always use supplied artwork of this logo. Do not

attempt to recreate it or adjust its proportions.

Holding shape | right aligned placement version Holding shape | left aligned placement version

Right aligned placement example Left aligned placement example

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Logo 8

 Logo
Endorsement

The endorsement logo ‘part of the HEINEKEN

company’ must be applied by companies owned
by HEINEKEN, which do not carry the HEINEKEN
name or logo.
HEINEKEN endorsement logo | primary usage version on white
General placement rules are:
• The logo should be applied to all
communication collateral, when possible.
• Always use the supplied artwork.
• Place the logo horizontally on the bottom right
corner of applications.
• When there is no space, default to a vertical
positioning with the spark oriented above the
HEINEKEN wordmark.
• When placed on a coloured background, use
the reversed logo, as shown here.

For more information on the placement of this

logo, please refer to the specific section of your
application in these guidelines.

Single colour endorsement logo | reversed

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Logo 9

 Dont’s The following examples on this page demonstrate impermissible use of the logo

Do Not recolour the logo. Do Not rescale the logo out of proportion. Do Not use ‘spark H’ as a stand alone graphic element.

Do Not recreate the logo. Do Not use the spark as a stand alone graphic element. Do Not adjust the gradients inside the full-colour
gradient logo.

Do Not change the logo elements relationship. Always Do Not repurpose the style of the logotype to fit new Do Not place the full-colour logo on a photographic or
maintain the integrity of supplied artwork. brands or campaigns’. coloured background. Use the holding shape or reversed
Do Not rotate the logo other than horizontal or at 90°. single colour logo examples.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Logo 10

 Colour
Colour plays an essential role in expressing and
differentiating our company visual identity. How we
use colour adds expression to our visual identity.
This section outlines our primary
and secondary colour palettes,
hierarchy for colour usage and
how to combine the colours.

HEINEKEN Visual Identity Guidelines | Version 2.1

 Colour
Primary palette

Our primary colour palette is made up of a range

Heineken Heineken Heineken Heineken
of colours reflective of the characteristics and
Green Corporate Red Silver
heritage of the Heineken company and brand.
Green
The colours green, red and silver intentionally
provide a visual link with our product brand but
also representing different characteristics of
the company. As our leading set of colours, they
Tints

80% 80% 80% 80% should be used to make up the majority of any
collateral.
60% 60% 60% 60%

40% 40% 40% 40% Our primary palette consists of the following
20% 20% 20% 20% colours:

pantone® recipe* 7483 C / 349 U recipe** 877 Heineken Green

A visual link to the company’s rich heritage.
CMYK C 100 C 90 C 0 C 0
M 0 M 0 M 100 M 0 Heineken Corporate Green
Y 100 Y 100 Y 100 Y 0
K 24 K 60 K 0 K 30 Reflecting our growth and commitment to be a
more sustainable company.
RGB R 0 R 32 R 255 R 195
G 130 G 85 G 43 G 195
B 0 B 39 B 0 B 195 Heineken Red
Reflecting our pride and passion for our product.
# 008200 205527 ff2b00 c3c3c3

RAL 6029 6002 3020 9022 Heineken Silver

Representing clarity in the way we operate our
business.

Designated tints of these colours may be used

sparingly to add accent details in layout designs
and charts & graphs.

Colour reproduction To ensure differentiation between the HEINEKEN

All colours have specified values for cmyk, rgb, company and Heineken brand, use white primarily
web and ral reproduction. as your base colour. For this reason these primary
colours should not be overused as background
colours.

note Do not use this palette to colour the

logotype in any way.
* 32 pts pantone® yellow C, 8 pts pantone® Orange 021 C, 2 pts pantone® black C, 115 pts pantone® green C (solid colour, printed on paper)
** 8 pts pantone® rubin Red C, 6 pts pantone® yellow C (solid colour, printed on paper)
pantone® is a registered trademark of Pantone Inc.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Colour 12

 Colour
Secondary palette

Our secondary colour palette is made up of a

Heineken Heineken Heineken Heineken Heineken
range of bright colours to be used as accents
Light Green Golden Yellow Orange Aqua Blue Ultraviolet
supporting the primary colour palette in
communication.
Each supporting colour also represents a different
characteristic of the organisation.
Tints

80% 80% 80% 80% 80% The secondary palette consists of the following
60% 60% 60% 60% 60%
range of colours:

40% 40% 40% 40% 40% Heineken Light Green

20% 20% 20% 20% 20% Represents fresh & natural.

pantone® 376 116 151 660 513 Heineken Golden Yellow

Representing barley.
CMYK C 50 C 0 C 0 C 85 C 50
M 0 M 20 M 65 M 50 M 100 Heineken Orange
Y 100 Y 100 Y 100 Y 0 Y 0
K 0 K 0 K 0 K 0 K 0 Reflecting our Dutch roots.
RGB R 122 R 254 R 255 R 42 R 142
G 184 G 203 G 121 G 110 G 37 Heineken Aqua Blue
B 0 B 0 B 0 B 187 B 141 Represents water.
# 7ab800 fecb00 ff7900 2a6ebb 8e258d
Heineken Ultraviolet
RAL — 1021 2003 — 4006 Reflects enjoyment.

To add variety and maintain consistency, use the

designated secondary palette colours as accent
colours alongside the primary colours.
Designated tints of these colours may be used
sparingly to add accent details in layout designs.

note Do not use this palette to colour the

logotype in any way.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Colour 13

 Colour
Hierarchy & usage principles

• White forms the basis of all design collateral.

We use white space confidently. It aids clarity
and cuts down the visual noise created by too
much colour. Try to maintain a good balance of
colour with white space.

• Green forms an important part of our colour

palette. It is reflected across a range of tones
from HEINEKEN Corporate Green, to Heineken
Green to Heineken Light Green.

Heineken Green

Heineken Corporate Green

Heineken Silver

Heineken Red

Heineken lightgreen

Heineken Golden Yellow

Heineken Orange

Heineken Aqua Blue

Heineken Ultraviolet
• The primary colour palette is always used in
conjunction with white.

• The secondary colour palette should be used for

accent colour in designs.

• Limit the amount of colours in any given design

to a maximum of three or four. Use of too many
colours will become too busy and distracting.
Black White Primary palette Secondary palette
Black is used as a White is the base colour The primary palette plays The secondary palette • Full colour backgrounds should be used
supporting colour for for all designs. The full- a supporting role to white supports the primary sparingly for page breaks and dividers.
text and keylines. colour HEINEKEN logo and is used when limited palette providing colour
must always be placed colours can be applied to an accents where a broader
on a white background. application (i.e. signage). colour palette is deemed • Text layouts should use colour to accent the
necessary (i.e. editorial content rather than overpower it.
design and web media)

Use Heineken Red

sparingly

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Colour 14

 Colour
Corporate colour combinations Combining colours
Primary palette
Colour combinations
Combining different colours from the primary and
secondary colour palettes can create different
tones in your layout designs. Using only the
primary palette creates a more corporate feel
whilst the addition of the secondary palette
colours adds expression.

Care must be taken when choosing colour

combinations. In all combinations, at least one
of the primary palette colours must be used
alongside white.

Editorial / Web colour combinations Corporate publications

Primary + secondary palette Primary + secondary palette
As a rule most corporate publications should use
Colour combinations (3 colours) Colour combinations (4 colours) the primary colour palette to form the basis of the
design. Secondary colours should only to be used
to provide accent colour.

Editorial design
In editorial design, where more expression and
life needs to be added to layout designs, it is
permissable to use a maximum of two secondary
palette colours as accents to support the primary
colours.

Primary + secondary palette Primary + secondary palette Care should be taken when choosing these
Colour combinations (6 colours) Colour combinations (7 colours)
combinations so that the colours are harmonious
and reflect the content of the page layout.

The examples on the left show possible colour

combinations to achieve the correct tone and
balance in layout designs.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Colour 15

 Dont’s Avoid the following when using colour

80% 80% 80% 80%

60% 60% 60% 60%

40% 40% 40% 40%

20% 20% 20% 20%

Do Not recolour logo artwork with any colours from Do Not overuse red. It should only be used as an Do Not create your own colours.
the secondary colour palette. accent colour.

Do Not blend colours. Do Not use tints other than prescribed. Do Not use incorporate large areas of colour into your
designs unnecessarily. Use white space carefully when
you can.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Colour 16

 Typography
How we express ourselves through our typography
adds character to our company visual identity.
Choice of typefaces and their
use in layout design all help
to create a unique personality
for the communication.

This section covers our

typeface families and how
to use them properly.

HEINEKEN Visual Identity Guidelines | Version 2.1

 Typography
Typeface overview

Overview

HEINEKEN Core
Three typeface families are used across the
HEINEKEN company visual identity.

HEINEKEN Core
For use in corporate-, editorial- and digital
collateral when possible.

HEINEKEN Curve
For use in editorial copy only.

HEINEKEN Curve
Lucida Sans Unicode
For use in digital and MS Office copy only.

Lucida Sans
Unicode
HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Typography 18
 Typography
Corporate printed Imprint Digital Editorial Usage principles

Usage Typefaces Usage Typefaces Usage Typefaces Usage Typefaces There are rules for using typography to ensure
HEINEKEN Core Lucida Sans Unicode HEINEKEN Core HEINEKEN Core clear and consistent messaging; these should be
Lucida Sans Unicode HEINEKEN Curve adhered to at all times to ensure the integrity of
all designs.
Use weights from the HEINEKEN Core To work easily across different Lucida Sans Unicode is the Two typeface families, HEINEKEN
typeface family only. platforms Lucida Sans Unicode has mandatory typeface for most digital Core and HEINEKEN Curve, have Type should be aligned left, and set in upper and
been chosen for templates. Lucida communication. It may also be been specially created to work in
possible, through special programming, combination to add expression in lower case.
Sans Unicode is a typeface readily
available across most Microsoft and to incorporate HEINEKEN Core within editorial design. HEINEKEN Core
Macintosh computers. some digital applications. In this case should be used as the primary Never use all capital letters (except in our
HEINEKEN Core should be restricted typeface with HEINEKEN Curve company name).
to headline usage only. supporting to add flourish to designs.

Text must be tightly character spaced in order to

Example Example Example Example
achieve a consistent appearance. This will create
Annual Report MS Office Templates Websites World of Heineken
Sustainability Report Powerpoint a more professional typographic style.
OpCo Review

Typeface alternative Typeface alternative

if font is unavailable if font  is unavailable
Arial Arial

Legal entity
Tweede Weteringplantsoen 21
1017 ZD Amsterdam Legal entity
Hanwei Yang Institute
The Netherlands
Development Department Tweede Weteringplantsoen 21
T +31 (0)20 523 97 77
Attn. Mr. k. Verger 1017 ZD Amsterdam
Hanwei Yang Institute
P.O. Box 71116 John Doe The Netherlands
Development Department
1008 BC Amsterdam Group Corporate Relations T +31 (0)20 523 97 77
Attn. Mr. k. Verger
The Netherlands E johannes.emmanualdoe@
europe heineken.com
P.O. Box 71116 John Doe
Address over 8 lines, Lucida Sans 7.5 on 12 pt T +31 (0)20 123 45 67 1008 BC Amsterdam Group Corporate Relations
M +31 (0)6 1234 5678 The Netherlands E johannes.emmanualdoe@
Personal & confidential
F +31 (0)20 123 45 78 europe heineken.com
Address over 8 lines, Lucida Sans 7.5 on 12 pt T +31 (0)20 123 45 67
M +31 (0)6 1234 5678
Personal & confidential
F +31 (0)20 123 45 78
16 August 2011

Subject A new corporate identity

Reference BDRF.03.DEV.2013 16 August 2011

Subject A new corporate identity

Dear Mister Chan, Reference BDRF.03.DEV.2013

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heniscil illan ex ea feuiscilla am aci eu feugait lut wisl in vulluptat landre con vullamet vul- Dear Mister Chan,
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Kind regards,
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lan hen nonsed moluptat. Tem irit iliquam volore tat ullan vullam, quat. Tatem velit veraese
ndignisit dreetue estrud tat dolore facincilla feuismo faccum exerit lorem eliquisi.

John Doe Kind regards,

Visual Identity Manager

All offers, sales and deliveries are subject to our general conditions of sale and delivery as registered with the Registry of the District Court in Amsterdam. A copy of these conditions John Doe
will be provided free on request. ABN AMRO 50 03 41 494 – Postbank 6677 HeiNekeN international B.V. – Registered Office at Amsterdam – Trade Register Amsterdam No. 33103545.
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Page 1 of 2

All offers, sales and deliveries are subject to our general conditions of sale and delivery as registered with the Registry of the District Court in Amsterdam. A copy of these conditions
will be provided free on request. ABN AMRO 50 03 41 494 – Postbank 6677 HeiNekeN international B.V. – Registered Office at Amsterdam – Trade Register Amsterdam No. 33103545.
ex eaqui dolupiendit dolectem ducia preheniam si qui recte min cupta estiumquis maximus abo. Ut quianis quas ipsunt ideliti as voluptas sunt elenti ipsam id qui quideni tatur Hit as
nem volupit inullor eperio. Ut eture porectotatia doluptatur simagnistrum reculpa ribusa comnis duciur alique volestiaspid quam aut repudam rem sit ut escim con consercid
moloreheni utatect emporest dolutaque sanist, id etume vole ex eaqui dolupiendit dolectem ducia preheniam

Page 1 of 2

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Typography 19

 Typography
HEINEKEN Core
HEINEKEN Core Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ HEINEKEN Core has been specially created

to form the basis of all HEINEKEN printed
abcdefghijklmnopqrstuvwxyz publications.

0123456789?!çñij€$@#%^&*()_+{}:” It is a charismatic, modern sans-serif type and

supports more than 60 languages. It is the
αββγδεζηθθκλπρςςДЏЖКФЧдњ company’s primary typeface and is to be used in
all printed collateral when possible. It is available
in a full range of weights and italics from thin to
HEINEKEN Core Bold extra bold in both Open Type and TrueType.

ABCDEFGHIJKLMNOPQRSTUVWXYZ In operating countries not using languages

covered by HEINEKEN Core, alternative typefaces
abcdefghijklmnopqrstuvwxyz have been specified for use.

0123456789?!çñij€$@#%^&*()_+{}:” For languages not supported by this typography,

alternative typefaces are readily available for
αββγδεζηθθκλπρςςДЏЖКФЧдњ purchase from type foundry Agfa Monotype:
www.monotype.com.

HEINEKEN Core weights

TYPEFACE ALTERNATIVES FOR LANGUAGES
HEINEKEN Core Thin NOT COVERED BY HEINEKEN CORE

HEINEKEN Core Thin Italic LANGUAGE FONT FAMILY

HEINEKEN Core Light Central European HEINEKEN Core
HEINEKEN Core Light Italic Western European HEINEKEN Core
Eastern European HEINEKEN Core
HEINEKEN Core Regular Greek HEINEKEN Core
HEINEKEN Core Italic Cyrillic HEINEKEN Core
Arabic Andale Arabic
HEINEKEN Core Bold Chinese Monotype Hei
HEINEKEN Core Bold Italic Japanese HG Gothic
Korean HY Gothic
HEINEKEN Core Extra Bold Thai UPC Browallia
Davanagari ITR Mitra

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Typography 20

 Typography
HEINEKEN Curve
HEINEKEN Curve Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ HEINEKEN Curve is a graceful typeface.

A refreshingly simple design that offers a crafted
abcdefghijklmnopqrstuvwxyz elegant finish. It is modern in its transitional style,
but with a hint of the classic. When a serif type
0123456789?!çñij€$@#%^&*()_+{}:” is needed, for instance in editorial design use
for magazines, HEINEKEN Curve should be used
ăþęġijŁŖŘŞůžπ№€ sparingly. It can be used for creative headings,
streamers or body copy, but should always be
treated as an accent to complement the primary
HEINEKEN Curve Bold typeface HEINEKEN Core.

ABCDEFGHIJKLMNOPQRSTUVWXYZ It is available in a full range of weights and italics

from regular to heavy in both Open Type and
abcdefghijklmnopqrstuvwxyz TrueType. The character set covers most European
and Latin countries.
0123456789?!çñij€$@#%^&*()_+{}:” In operating countries not using languages
ăþęġijŁŖŘŞůžπ№€ covered by HEINEKEN Core alternative typefaces
have been specified for use.

HEINEKEN Curve weights Each of the recommended alternative typefaces

TYPEFACE ALTERNATIVES FOR LANGUAGES are readily available for purchase from type
HEINEKEN Curve Regular NOT COVERED BY HEINEKEN Curve foundry Agfa Monotype:
www.monotype.com.
HEINEKEN Curve Italic LANGUAGE FONT FAMILY
HEINEKEN Curve Medium Central European HEINEKEN Curve
HEINEKEN Curve Medium Italic Western European HEINEKEN Curve
Eastern European HEINEKEN Curve
HEINEKEN Curve Semibold Greek Arno Pro
HEINEKEN Curve Semibold Italic Cyrillic Arno Pro
Arabic Adobe Arabic
HEINEKEN Curve Bold Chinese M Kai HK Traditional
HEINEKEN Curve Bold Italic Japanese Heisei Mincho
Korean SM Myungjo
HEINEKEN Curve Heavy Thai Adobe Thai
HEINEKEN Curve Heavy Italic Davanagari ITR Yogesh

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Typography 21

 Typography
Lucida Sans Unicode
Lucida Sans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ Lucida Sans Unicode is the mandatory typeface

for digital communication. It is a sans-serif
abcdefghijklmnopqrstuvwxyz typeface that was designed in 1985. It contains
large extended character sets and supports Latin,
0123456789?!€$@#%^&*()_+{}:” Greek, Cyrillic and Hebrew scripts. It is readily
available across all platforms worldwide. It is
for this reason that Lucida Sans Unicode is our
standard font for correspondence templates
(imprint) and online body copy.
Lucida Sans Bold
Lucida Sans Unicode is available in a range of
ABCDEFGHIJKLMNOPQRSTUVWXYZ weights and italics from regular to bold.

abcdefghijklmnopqrstuvwxyz In operating countries using languages not

covered by Lucida Sans Unicode alternative
0123456789?!€$@#%^&*()_+{}:” typefaces have been specified for use.

Naming of Lucida Sans Unicode differs for Mac

users. The specified type for Macintosh platform is
Lucida Grande.
Lucida Sans Weights
TYPEFACE ALTERNATIVES FOR LANGUAGES Each of the recommended alternative typefaces
Lucida Regular NOT COVERED BY LUCIDA SANS Unicode are readily available for purchase from type
foundry Agfa Monotype: www.monotype.com.
Lucida Italic LANGUAGE FONT FAMILY
Lucida Bold Arabic Akhbar
Lucida Bold Italic Chinese DF Hei
Japanese TB Gothic
Korean HY Gothic
Thai UPC Browallia
Davanagari ITR Mitra

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Typography 22

 Dont’s Avoid the following when using typography

Our year Brewing a Our year

in review
in review Better Future Annual Report 2011

Do Not use fonts other than those specified in the visual Do Not use different colours from those specified Do Not use Lucida in corporate brochure or editorial
identity guidelines. in headlines. printed applications.

Headline
Annual Report Volut es molessim sus et, nullese

2011
quamus ionseni quid endaepero qui
dolupta vidempo riasped mod qui
ventionse volum ui dolorer feribus rem
rempost eum quatio. Invenda epedia
disquate conectur, nulparum que est et
ut dolorero ea ex erferi?

Do Not use HEINEKEN Curve in corporate applications. Do Not use HEINEKEN Curve for body copy. Body copy Do Not use too many colours in your typography.
should always be set in HEINEKEN Core.

Centered text
n g a
i re
Volut es molessim sus et, nullese quamus

e w u
ionseni quid endaepero qui dolupta vidempo
riasped mod qui ventionse volum

B r Fu t
Right ranging text
t t e r
e
Qui dolorer feribus rem rempost eum quatio.
Invenda epedia disquate conectur,
nulparum que est et ut dolorero ea ex erferi? B
Do Not centre or range right headlines or body copy. Do Not place typography on angles. Do Not use effects such as outlines or drop shadows
Headlines and body copy should always range left. in typography.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Logo 23

 Supporting Elements
To enrich our company visual identity we have
created a toolkit of supporting elements.
These are all derived from the logo.
This section introduces the
supporting elements and
outlines usage principles.

HEINEKEN Visual Identity Guidelines | Version 2.1

 Supporting elements
Flow background

The flow background has been designed to

create ambient backgrounds for expressive
layout designs. It includes an area of white for
placement of the logo.

Across a range of applications, with varying

imagery and content, it may be necessary to use
more of less of the flow background in your layout
design. For this reason a set of flow background
master artworks have been created to fit most
Full height 2/3 Height 1/3 Height
common formats.
Portrait Portrait Portrait
Primarily used in it’s green version it is also
available in red or blue for exceptional usage in
markets where green is not the most recognisable
colour of HEINEKEN owned brands i.e. Spain and
United Kingdom.

The flow background may be positioned from

the left or the right as shown in the examples on
this page.

Full height 2/3 Height 1/3 Height

Landscape Landscape Landscape

Full width banner

White area at left can be extended to allow placement of logo.

Alternative versions
The flow background has also been recreated in red and
blue versions. These should only be used in OpCo’s where
Heineken is not the leading brand i.e. Spain.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Supporting elements 25
 Supporting elements
Flow background examples

On this page are some visualisations of the flow

background in usage.

Resizing flow backgrounds

Main Entrance
The flow background has been created in a range
of formats to cover most applications. It may
Parking Visitors be necessary to adjust the sizing of it to fit your
design. In this instance we recommend you start
with the closest version to your output format and
Deliveries scale the flow background to fit.
Parking Company An area of white is incorporated into the artwork
to allow for this.

2/3 Height green flow background green flow background banner Full height green flow background
Applied left to annual report cover Applied to public affairs newsletter Applied to signage totem

Alternative colour
These blue & red flows are specifically created as
exceptional usage alternatives to the green flow
background. They are not intended to be used as
a range of coloured backgrounds.

2/3 Height red flow background Full height blue flow background
Reception backwall Applied rotated 90˚

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Supporting elements 26
 Supporting elements
Serif boxes

Overview
The serif box supporting element is primarily used
as an information carrier within design layouts.
It can be used in various forms and colours.
The overall shape and detail remains consistent.

The shape of the serif box is derived from the

serif detail found in the ‘H’ and the ‘N’ of the
HEINEKEN logo.

Logo serif detail One part serif box Two part serif box Usage
This forms the basis of the Used for text boxes in Used for statistical and
detailing found in the serif box editorial publications contents information. Left hand page serif box Right hand page serif box In application a serif box may be used ranged left
supporting element. and annual reports. Serif detail points right Serif detail points left or right dependent on whether it is placed on a
towards the spine. towards the spine. cover or inside a spread.

Different type of serif box

Application examples In usage the one part serif box we differentiate
two types: should be used primarily for text
in editorial application and annual reporting
The beer market Content Welcome Archive The beer market (example 1) whilst the two part serif box is used
Bitia quam recus ipisciis dem
Cover
A Winning Start! Bitia quam recus ipisciis dem
to carry statistical or contents information (see
8.7 ntibus, soluptat incient 8.7 ntibus, soluptat incient examples 2-4) across all publications.
Hitting the Headlines
In this Edition...and
81 Fere latasi repella borrovides 81 Fere latasi repella borrovides
esequae ctatum
Coming Soon
esequae ctatum • Covers
Annual Results Week
A Look Behind the Scenes On covers the serif must point away from the
Arume nimendi: Dolupta, Endit Arume nimendi: Dolupta, Endit
Nienecte Dolupta, Ipisciis, Labo Nienecte Dolupta, Ipisciis, Labo spine if the box is placed in the left half of the
Lacide, Que Odia, Dolupta, Sponsorship
Liquid Gold at the Olympics
Lacide, Que Odia, Dolupta, page. If the box is placed in the right half of the
Facea, Eatem, Santem. Facea, Eatem, Santem.
page the serif points towards the spine.
Market dynamics Winning Through
Innovation
Pack types Top-line Growth
4. green information serif box • Inside spreads
bottle 48% pet 0% Brand Building Awards
And the Winners are...
Two part serif box in heineken The serif should always point towards the spine.
Corporate Green with heineken
can 20% keg 32% For left hand pages the serif must point right to
Going Digital Light Green serif detail.
On trade 48.7% O trade 51.3% Winning Campaign Makes Can be ranged left or right depending the spine, on right hand pages the serif must
‘Big’ Entrance
on position within a publication spread. point left to the spine.

• Web / digital
1. Editorial serif text box 2. Statistical information serif box 3. Spark contents serif box For web and digital applications with single pages
Has no serif infill. Can be recoloured in Two part serif box in white with Two part serif box in white with the serif must always point to the left.
any of the secondary palette colours. heineken Green serif detail. heineken Green serif detail.
Can be ranged left or right depending Can be ranged left or right depending Can be ranged left or right depending
on position within a page. on position within a publication spread. on position within a publication spread.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Supporting elements 27
 Supporting elements
Examples of HEINEKEN charts and graphs Graphs and charts

Overview
HEINEKEN charts and graphs should reflect the
Revenue and profit
visual identity to maintain consistency through
In millions of EUR
all communication. When incorporating graphics
Revenue 16,133 into designs always use recognisable HEINEKEN
Results from operating activities 2,283 elements that have been created to do this.
Results from operating activities (beia)
as % of revenue To help you we have created a three step system
as % of total assets for creating simple charts and graphs. All use the
same typographic elements and a shared colour
EBITDA/net interest expenses
palette.
Net profit 1,436
2010 Performance highlights
Financials
Net
Solid contribution profit (beia)
of TCM Strong 19.7% organic increase in net profit (beia) 1,445 Follow this system carefully and you will
Revenue as % of equity attributable to
Europe contributed 90%

2010 2009
consistency design HEINEKEN aligned charts and
€7,894 million (mhl/ €m) Change Organic change

EBIT
Others equity holders of the Company Group beer volume 192.3 159.1 +21% -1.7% graphs.
€768 million 18% Consolidated beer volume 145.9 125.2 +17% -3.1%
EBIT (beia)

€904 million Dividend proposedSupply Chain Revenue 16,133 14,701 +9.7% -2.2%
Consolidated beer volume
45.4 million hectolitres as % of net profit 35% EBIT (beia) 2,608 2,095 +25% +8.6% Colour palette
Consolidated beer volume as % of Group
31.1 per cent Wholesale
Net profit (beia)
Net profit
1,445
1,436
1,055
1,018
+37%
+41%
+19.7%
Colours from the HEINEKEN primary and
22%
HEINEKEN volume in premium segment

7.4 million hectolitres Free operating cash flow 1,993 1,741 +14% secondary palettes are used in charts and graphs
Net Debt/ EBITDA (beia) ratio 2.2x* 2.6x
in the following order:
Diluted EPS (beia) in € 2.56 2.15 +19%
Commerce
25%
*Including FEMSA Cerveza on a 12-month basis
1 n Heineken Green
2 n Heineken Light Green
3 n Heineken Corporate Green
4 n Heineken Golden Yellow
Heineken N.V. share price
5 n Heineken Orange
Heineken Holding N.V. share price Transformed emerging market exposure
In euros In EUR, Euronext AmsterdamShare
Emerging markets represent 57% of EBIT (beia)
6 n Heineken Aqua Blue
Euronext Amsterdam after restatement for share split

2 0 10
45
7 n Heineken Ultraviolet
40 3.500

2 0 09
35
3.000
* Please note an exception to this rule. In the
30
32.53 2.500
case of maps the secondary colour palette is
2.000
used for increased legibility to differentiate
25
Netherlands
2 010
5.8
2009
4.6
1.500
territories and regions. Colours from the primary
palette should not be used in maps as they will
United Kingdom/Ireland 14.1 17.2 20 1.000
Rest of Europe 9.8 7.5

dominate and confuse the information being

North America 47.0 49.3
500
Rest of the world 1.3 1.0 0
Domestic and foreign retail 1.5 1.5

conveyed.
2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

0
Undisclosed 20.5 18.9
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
100.0 100.0
share price range Borum as et et aut imporis
Source: Capital Precision
year-end price Lorem ipsum dolor
Based on best estimate January 2011

Average trade in 2010: 193,315 shares per day

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Supporting elements 28
 Supporting elements
1. Plain (no background) 2. With a serif keyline 3. In a box with a serif detail Graphs and charts

Three step system

Financials Financials Financials When creating HEINEKEN charts and graphs think
Share distribution Share distribution Share distribution first about the complexity of the information
comparison year-on-year comparison year-on-year comparison year-on-year you are delivering and the application you are
Heineken Holding N.V. shares* Heineken Holding N.V. shares* Heineken Holding N.V. shares*
Based on Free float (excluding the holding of L’Arche Based on Free float (excluding the holding of L’Arche Based on Free float (excluding the holding of L’Arche
applying it to. We have established three levels
Green N.V. and FEMSA in Heineken Holding N.V.) Green N.V. and FEMSA in Heineken Holding N.V.) Green N.V. and FEMSA in Heineken Holding N.V.) of graphic style to form the basis of any chart or
graph. Choose the appropriate base style each
time you start a design.

1. Plain background
For applications where simple, direct information
delivery is necessary i.e. PowerPoint all charts and
graphs are formed from the designated colour
Based on 99.3 million shares in free float Based on 99.3 million shares in free float Based on 99.3 million shares in free float
North America 47.0% North America 47.0% North America 47.0% palette and fonts.
UK/Ireland 14.1% UK/Ireland 14.1% UK/Ireland 14.1%
5.8% 5.8% 5.8%
Netherlands Netherlands Netherlands
Rest of Europe (ex. Netherlands)
5.8%
Rest of Europe (ex. Netherlands)
5.8%
Rest of Europe (ex. Netherlands)
5.8% 2. With a serif keyline
5.8% 5.8% 5.8%
Rest of the world
1.3%
Rest of the world
1.3%
Rest of the world
1.3% For applications where more detail can be applied
i.e. corporate printed materials a serif keyline may
Domestic and foreign retail 5.8% Domestic and foreign retail 5.8% Domestic and foreign retail 5.8%
Undisclosed 20.5% Undisclosed 20.5% Undisclosed 20.5%
* Source: Capital Precision, based on best estimate
January 2011.
* Source: Capital Precision, based on best estimate
January 2011.
* Source: Capital Precision, based on best estimate
January 2011.
be added to embellish charts and graphs.
In the case of bar graphs the serif keyline forms
the y axis.

3. In a box with serif detail

For applications where emphasis is placed upon
certain information a chart or graph may be
contained inside the box device.
Coloured to simulate silver the box shape is
detailed with a HEINEKEN Green edge picking out
the serif detail of the logo.
This version, primarily designed for print, will also
work well for large digital projection presentations.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Supporting elements 29
 Supporting elements
Tables and charts
Historical Summary
Other information

2010 2009 2008 2007 2006

Usage principles
Revenue and profit
Wherever possible all text within tables and charts
In millions of EUR
Revenue 16,133 14,701 14,319 11,245 10,556
should be set in HEINEKEN Core. When this is
Results from operating activities
Results from operating activities (beia)
2,283
2,415
1,630
1,968
1,182
181
1,364
1,642
1,637
1,391
not possible for instance in web or PowerPoint
as % of revenue
as % of total assets
15.0
9.1
13.4
9.8
1.3
0.9
14.6
13.7
13.2
11.6 applications, default to Lucida Sans Unicode.
EBITDA/net interest expenses 7.3 5.2 6.0 22.6 19.7
Net profit 1,436 1,018 209 807 1,211
Net profit (beia)
as % of equity attributable to
1,445 1,055 1,013 1,119 930
When designing complex tables and charts try to
keep the overall styling simple. Use Heineken
equity holders of the Company 14.1 19.7 22.7 20.7 18.6
Dividend proposed 438 318 304 343 294
as % of net profit 30.5 31.2 145.5 42.5 24.3
Green for headlines, 100% black for subheads and
Per share of EUR1.60
In millions of EUR a 45% tint of black for body copy. Section divider
Cash flow from operating activities 4.61 4.87 3.39 3.12 3.55
Net profit (beia)
Dividend proposed
2.6
0.76
2.16
0.65
2.07
0.62
2.28
0.70
1.90
0.60
keylines should be in Heineken Green whilst
Equity attributable to equity holders of the Company including the effect
of the ASDI 18.19 10.95 9.14 11.04 10.23
line break keylines should be made of a dotted
Cash flow statement
diamond shaped line in a 45% tint of black.
In millions of EUR
Cash flow from operations 3,548 3,029 2,168 1,945 2,164
Cash flow used for interest, dividend and income tax (891) (650) (508) (416) (498)
Cash flow from operating activities 2,657 2,379 1,660 1,529 1,666
Cash flow from operational investing activities (664) (638) (1,110) (866) (612)
Free operating cash flow 1,993 1,741 550 663 1,054
Cash flow used for acquisitions and disposals 257 (149) (3,634) (259) (14)
Dividend paid (483) (392) (485) (417) (268)
Cash flow from/(used in) financing activities, excluding dividend (1,689) (1,445) 3,794 (214) (381)
Net cash flow 79 (245) 225 (227) 391

Table With diamond line device

Cash conversion ratio 126.4% 147.7% 47.8% 53.4% 103.7%
Detail of table showing diamond line device
Financing ratios
Net debt/EBITDA (beia) 2.27 2.62 3.28 0.73 0.83

2010 Performance highlights Financials

Strong 19.7% organic increase in net profit (beia)

(mhl/ €m) 2010 2009 Change Organic change

Revenue
Group beer volume 192.3 159.1 +21% -1.7% €7,894 million
Consolidated beer volume 145.9 125.2 +17% -3.1%
EBIT
Revenue 16,133 14,701 +9.7% -2.2%
EBIT (beia) 2,608 2,095 +25% +8.6% €768 million
Net profit (beia) 1,445 1,055 +37% +19.7%
Net profit 1,436 1,018 +41%
EBIT (beia)

Free operating cash flow 1,993 1,741 +14% €904 million

Net Debt/ EBITDA (beia) ratio 2.2x* 2.6x
Consolidated beer volume
Diluted EPS (beia) in € 2.56 2.15 +19%

*Including FEMSA Cerveza on a 12-month basis

45.4 million hectolitres
Consolidated beer volume as % of Group
31.1 per cent
HEINEKEN volume in premium segment
7.4 million hectolitres

Table Serif detail box version Textbox Serif detail box version

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Supporting elements 30
 Supporting elements
Solid contribution of TCM Heineken Holding N.V. share price Transformed emerging market exposure Graphs and organograms
In EUR, Euronext Amsterdam Emerging markets represent 57% of EBIT (beia)
Europe contributed 90%
3.500
2010 32.53
Others 2009 29.24 3.000
Usage principles
18%
2008 20.41 Wherever possible all text within graphs and
2.500
Supply Chain
35%
2007 38.73
organograms should be set in HEINEKEN Core.
2006 30.80
2.000
When this is not possible, for instance in web or
0 10 20 30 40 50
Wholesale
22%
1.500 PowerPoint applications, default to Lucida Sans
Share price range
Year-end price 1.000 Unicode.
Average trade in 2010: 193,315 shares per day
500
When designing complex graphs and organo-
Commerce 0
25% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 grams try to keep the overall styling simple.
Borum as et et aut imporis Try to maintain consistent line weights and type
Lorem ipsum dolor sizes across all graphs and organograms within
Ut ad quiaspernati to bla vel modis explaccatur

Borum as et et aut imporis

a publication. This will give a sophisticated
Lorem ipsum dolor appearance and aid readability of the document.
Pie Chart Serif detail box version Bar Chart Serif keyline version Bar Chart Serif keyline version
To add variety in long infographic heavy docu­
ments and where production processes allow,
it is advisable to mix the three styles of charts
and tables:
• ‘plain (no background)’,
Heineken Holding N.V. share price Heineken N.V. share price • with a serif keyline
In euros
Euronext Amsterdam after restatement for share split
In euros, Euronext AmsterdamShare • ‘in a box with serif detail’.
201 0
45

‘Plain (no background)’ charts and tables should

40
be used for general statistics, ‘with a serif keyline’
200 9
35 version for secondary importance statistics. ‘In a
32.53 box with serif detail’ should be used for primary
30
importance statistical information.
2 010 2009
Netherlands 5.8 4.6 25
United Kingdom/Ireland
Rest of Europe
14.1
9.8
17.2
7.5
note The examples shown here are intended
20
North America
Rest of the world
47.0
1.3
49.3
1.0
to be used as design references only. Content is
Domestic and foreign retail 1.5 1.5 0 unverified or fake.
Undisclosed 20.5 18.9
2001

2002

2003

2004

2005

2006

2007

2008

2009

2010
100.0 100.0

Source: Capital Precision

Based on best estimate January 2011
share price range
year-end price

Average trade in 2010: 193,315 shares per day

Bar Chart Serif keyline version Bar & Line Chart Serif detail box version

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Supporting elements 31
 Dont’s Avoid the following when using supporting elements

Do Not use more than one of the flow backgrounds per Do Not choose the wrong format size as the basis for a Do Not recolour or recreate the flow background.
region. The green flow background is the primary usage design when using the flow background. Always choose
version for most HEINEKEN OpCo’s. the size format closest to the design you are creating.

The beer market

Total size of the beer market

8.7 mln hectolitres annually

81 litres of beer consumed per

capita annually

Competitor brands: Jupiler, Stella

Westmalle, Belle Vue, Lindemans,

Duvel, Palm, Maredsous

Do Not place serif boxes inside a spread with the serif Do Not recolour serif boxes with any colour other than Do Not scale the serif box disproportionally with the
pointing away from the spine of the publication. those from the primary or secondary colour palettes. type sizes it contains. The serif detail is intended to be a
discrete, refined element.
Heineken Holding N.V. share price
In euros
Euronext Amsterdam after restatement for share split Others
18%
201 0
Supply Chain
35%

200 9 Wholesale
22%

2 010 2009
Netherlands 5.8 4.6
Commerce
25%
United Kingdom/Ireland 14.1 17.2
Rest of Europe 9.8 7.5
Do Not useNorth
random
America colours for graphs and
47.0charts. 49.3
Always Do Not create 3D graphs and charts. Use the styles laid Do Not use the primary colour palette in maps.
use the specified
Rest of thecolour
world palette to maintain
1.3 consistency.
1.0 out in these guidelines.
Domestic and foreign retail 1.5 1.5
Undisclosed 20.5 18.9

100.0 100.0

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Supporting elements 32
 Photography
Positive, vibrant and natural, featuring our portfolio
of products, unique moments and consumers in real
scenarios. Our photographic style celebrates the
enjoyment of HEINEKEN brands and experiences.
Carefully considered
photography brings
another dimension to our
company visual identity.

This section outlines the type

of photography we should
use, how to treat stock
photography and how to
commission new imagery.

HEINEKEN Visual Identity Guidelines | Version 2.1

 Photography
Categories

When using photography we differentiate into

People photography two categories: people and product.

People photography
Images should reflect at least
Our people photography reflects real people of
two of the following:
legal drinking age in real situations, enjoying
our products. These are the primary source of
• Sociability
photography imagery and as such should play a
• Interaction
prominent role in communication designs.
• Enjoyment
• With product
Product photography
• ‘Real’ people
Product photography reflects the wide and
diverse portfolio of brands within the HEINEKEN
note All portrayed people on all company and the quality ingredients that go into
heinEken imagery should be our products.
and appear over 25 years of age.
These images should be used in conjunction with
people photography.
Product photography
The type of photography we use in communica-
tion should always be of the highest quality.
Images should reflect at least Poor quality imagery does not reflect well on our
two of the following: company. Of course all photography must be in
line with the HEINEKEN Rules on
• Expertise Responsible Commercial Communication.
• Quality
• Pride

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Photography 34

 Photography
Cutout photography

A simple direct approach to photography uses

Cutout photography - examples cutout objects and people on a white background.
This approach allows us to maintain a balance of
white in communication.

Application examples

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Photography 35

 Photography
Choosing photography

Using stock imagery

Stock imagery allows flexibility and speed in
application. The downside is that this type
of imagery can also be less imaginative and
dynamic than custom shot material. By carefully
cropping into a photograph we can use stock
imagery more effectively to communicate a
particular message.

Commissioning photography
If you are custom shooting or commissioning
photography please use the checklist beside each
category as a guide to achieve the correct type of
image. Always look to create a shot with a unique
perspective and try to crop it in an interesting way.

Choosing the right photographer for the job will

also help in achieving the best results in capturing.
Look for a photographer with experience in
shooting the specific type of image you are
aiming to capture. In most cases, a photographer
Cropping photography specialised in a certain area i.e. portrait or
Crop closely into a stock image to create
products, will produce higher quality images than
emphasis. Red keyline indicates new crop of
an existing image. a generalist.

Please ensure you purchase full usage and

copyrights for an indefinite period, so HEINEKEN
is the owner of the photographs.

For further help with choosing a Europe Usa

photographer for a specific commission Fep - European Federation of Professional photographers of America
contact your local professional Professional Photographers 229 Peachtree st. Ne, suite 2200
photography organisation or your local Spastraat 8 Atlanta, ga 30303
Corporate Relations Team. B - 1000 Brussels [email protected]
Belgium www.ppa.com
Here are a list of just a few worldwide: www.europeanphotographers.eu
Worldwide
Uk www.photolinks.com
The Association of Photographers http://www.photolinks.com/directory.html
81 Leonard street
London ec2a 4qs
[email protected]
www.aophoto.co.uk

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Photography 36

 Dont’s Avoid the following when using the photography

Do Not use imagery of insufficient resolution for your Do Not treat imagery with gimmicky effects. Do Not use unsharp imagery.
design application.

Do Not use black and white photography unless printing Do Not use cliché stock imagery. Do Not use poorly lit imagery.
in your design application in black and white.

Do Not use uninteresting crops or compositions. Do Not use images of people who appear to be under the Do Not show people drinking irresponsibly.
age of 25 as per the Rules on Responsible Commercial
communication.

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Photography 37

 Stationery
Stationery is the one of the most widely utilised
applications of our company visual identity. In many cases
the first contact with our company is via receipt of a letter,
business card or fax. Therefore, it is essential
that our stationery is always consistent
and of high quality.
This section introduces
D o e Manag ns
er
the printed items and Johnal Identityate Relatioonal
Visu l Corpor ternati
outlines the availability a
Glob EKEN I
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e n . co
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E I N inek 34
and usage of templates. H
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4
5 m
E jo 1 (0)20 34 12 3 terda
T + 3 ) 6 1 2
4 5 6 7
Z D Ams nds
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31 ( 123 1, 10
17
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HEINEKEN Visual Identity Guidelines | Version 2.1

 Stationery
Overview

Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nullutpat. ecte
vel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit. We have developed a basic set of the most used
Legal entity
Tweede Weteringplantsoen 21
H1 - Large header Luc bold 13 pt
Possibly in two or more lines
Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nullutpat. Ecte
stationery items:
Hanwei Yang Institute
1017 ZD Amsterdam vel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit prat.
• Letter A4 and US letter
The Netherlands H2 - Middle header Luc bold 11 pt
Development Department
Attn. Mr. k. Verger
T +31 (0)20 523 97 77
Possibly in two or more lines
Quissenis num Quissenis num acillam, sed ea amconse tie molobore dui bla feugueratie veli-
qua tionsed del nonsed moluptat. Tem irit iliquam volore tat ullan vullam, quat.
• Business card
P.O. Box 71116
1008 BC Amsterdam
John Doe H3 - Small header Luc bold 9 pt • Continuation page
Group Corporate Relations Possibly in two or more lines

The Netherlands E johannes.emmanualdoe@

Usto cortio odion velismo lorpero odoloreet, corper aute molor in vel dunt verit venim do tat
landre con vullamet vulluptatie conseni ssisi. Pudae con plandaecae. It aut ut errore
� first level bullets text
• Envelopes C4, C5, DL, EA4, EA5 and report
europe heineken.com
Address over 8 lines, Lucida Sans 7.5 on 12 pt T +31 (0)20 123 45 67
■ second level bullets text
� third level bullets text
fourth level bullets text
• With compliments card
• Address stickers
�

M +31 (0)6 1234 5678 ■ fifth level bullets text

Personal & confidential sixth level bullets text
F +31 (0)20 123 45 78
�

� seventh level bullets text

■ eighth level bullets text
� ninth level bullets text

16 August 2011
Quissenis num acillam, sed ea amconse tie molobore dui bla feugueratie veliqua tionsed del
faccumsan eumsan heniscin heniscil illan ex ea feuiscilla am aci eu feugait lut wisl in vullup-
tat landre con vullamet vulluptatie conseni ssisi. Pudae con plandaecae. It aut ut errore
Paper stock
1.

2.
first level numbered bullets text
second level numbered bullets text
third level numbered bullets text
We recommend ‘ON Business’ (250 GSM for
business cards, 90 GSM for letter); a wood-free
3.

Subject A new corporate identity 4. fourth level numbered bullets text

a. fifth level numbered bullets text
Reference BDRF.03.DEV.2013 sixt level numbered bullets text

preprint and copier paper available in a wide

b.

c. seventh level numbered bullets text

25a. eight level numbered bullets text
ninth level numbered bullets text

range of weights and matching envelopes.

25b.

Dear Mister Chan,

P.O. Box 123, 1000 AA Amsterdam, The Netherlands

Amconse tie molobore dui bla feugueratie veliqua tionsed del faccumsan eumsan heniscin
heniscil illan ex ea feuiscilla am aci eu feugait lut wisl in vulluptat landre con vullamet vul-
It has a high white tint – CIE 168 – and a high
luptatie conseni ssisi. Pudae con plandaecae. It aut ut errore Page 2 of 2 stiffness and stability. It has a high opacity and
Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nullutpat. Ecte
vel ipit utat. Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nul-
low transparency on a non-printed back.
lutpat. Ecte vel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit prat Continuation sheet ‘ON Business’ is a pan-European brand, available
atis nulla lan hen nonsed moluptat. Tem irit iliquam volore tat ullan vullam, quat. Tatem velit
veraese ndignisit dreetue estrud tat dolore facincilla feuismo faccum exerit lorem eliquisi.
in 15 countries. It carries the following certificates:
ISO 9002, ISO 14001, FSC, ISO 9706.
Subheader
Quissenis num acillam, sed ea amconse tie molobore dui bla feugueratie veliqua tionsed del
faccumsan eumsan heniscin heniscil illan ex ea feuiscilla am aci eu feugait lut wisl in vullup- Envelopes If this brand is not available in your market,
tat landre con vullamet vulluptatie conseni ssisi. Pudae con plandaecae. It aut ut errore
Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nullutpat. Ecte
With sender’s address please ask your paper supplier or printer to select
vel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit prat atis nulla
and pattern inside a paper type that matches the above criteria
lan hen nonsed moluptat. Tem irit iliquam volore tat ullan vullam, quat. Tatem velit veraese
ndignisit dreetue estrud tat dolore facincilla feuismo faccum exerit lorem eliquisi.
and/or request for a paper sample to be sent to
you by Global Corporate Relations.
Kind regards,
John Doe
Visual Identity Manager
Global Corporate Relations
HEINEKEN International
E [email protected]
T +31 (0)20 523 12 34
M +31 (0)6 12 34 12 34
John Doe F +31 (0)20 123 45 67
Visual Identity Manager Tweede Weteringplantsoen 21, 1017 ZD Amsterdam
P.O. Box 28, 1000 AA Amsterdam, The Netherlands

All offers, sales and deliveries are subject to our general conditions of sale and delivery as registered with the Registry of the District Court in Amsterdam. A copy of these conditions Business card
will be provided free on request. ABN AMRO 50 03 41 494 – Postbank 6677 HeiNekeN international B.V. – Registered Office at Amsterdam – Trade Register Amsterdam No. 33103545.
ex eaqui dolupiendit dolectem ducia preheniam si qui recte min cupta estiumquis maximus abo. Ut quianis quas ipsunt ideliti as voluptas sunt elenti ipsam id qui quideni tatur Hit as
nem volupit inullor eperio. Ut eture porectotatia doluptatur simagnistrum reculpa ribusa comnis duciur alique volestiaspid quam aut repudam rem sit ut escim con consercid
moloreheni utatect emporest dolutaque sanist, id etume vole ex eaqui dolupiendit dolectem ducia preheniam

Page 1 of 2

Letter
Printed stock with imprinted text according to the templates of the HEINEKEN’s stationery

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Stationery 39

 Stationery
Correspondence templates

We have developed a range of correspondence

HEINEKEN corporate logo Sender’s address
Legal entity
Tweede Weteringplantsoen 21
templates to cover our basic communication
Hanwei Yang Institute
1017 ZD Amsterdam
The Netherlands
needs. This page shows some of the basic
Address
Development Department
Attn. Mr. k. Verger
T +31 (0)20 523 97 77 principles that our new templates are based on.
P.O. Box 71116
1008 BC Amsterdam
John Doe
Group Corporate Relations
These templates are ready to use and install to
The Netherlands E johannes.emmanualdoe@ your local IT environment via our HEINEKEN MS
europe heineken.com
Address over 8 lines, Lucida Sans 7.5 on 12 pt T +31 (0)20 123 45 67 Office Tool. If you have specific needs or requests
Personal & confidential
M +31 (0)6 1234 5678
F +31 (0)20 123 45 78
regarding these correspondence templates,
please contact Global Corporate Relations.
16 August 2011
Grid of 14 pts Templates
Subject
Reference
A new corporate identity
BDRF.03.DEV.2013
• Letter A4 & US letter
• Invoice A4 & US letter
Salutation and bodytext Dear Mister Chan,
• Fax A4 & US letter
• Memo A4 & US letter
Amconse tie molobore dui bla feugueratie veliqua tionsed del faccumsan eumsan heniscin
heniscil illan ex ea feuiscilla am aci eu feugait lut wisl in vulluptat landre con vullamet vul-
• Blank A4 & US letter
luptatie conseni ssisi. Pudae con plandaecae. It aut ut errore • Route description A4 & US letter
Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nullutpat. Ecte
vel ipit utat. Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nul-
lutpat. Ecte vel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit prat Typography
atis nulla lan hen nonsed moluptat. Tem irit iliquam volore tat ullan vullam, quat. Tatem velit
veraese ndignisit dreetue estrud tat dolore facincilla feuismo faccum exerit lorem eliquisi.
The typography used for imprinting the text is
Lucida Sans Unicode.
Subheader
Quissenis num acillam, sed ea amconse tie molobore dui bla feugueratie veliqua tionsed del
faccumsan eumsan heniscin heniscil illan ex ea feuiscilla am aci eu feugait lut wisl in vullup- Margins
tat landre con vullamet vulluptatie conseni ssisi. Pudae con plandaecae. It aut ut errore
Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nullutpat. Ecte
The HEINEKEN stationery imprint is based on a
vel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit prat atis nulla line spacing grid of 14 pts.
lan hen nonsed moluptat. Tem irit iliquam volore tat ullan vullam, quat. Tatem velit veraese
ndignisit dreetue estrud tat dolore facincilla feuismo faccum exerit lorem eliquisi.
The HEINEKEN logo is pre-printed on the sheets.
Each document contains a first page and
Kind regards,
continuation pages, which have a smaller logo.

John Doe
Visual Identity Manager

All offers, sales and deliveries are subject to our general conditions of sale and delivery as registered with the Registry of the District Court in Amsterdam. A copy of these conditions
will be provided free on request. ABN AMRO 50 03 41 494 – Postbank 6677 HeiNekeN international B.V. – Registered Office at Amsterdam – Trade Register Amsterdam No. 33103545.

Legal text ex eaqui dolupiendit dolectem ducia preheniam si qui recte min cupta estiumquis maximus abo. Ut quianis quas ipsunt ideliti as voluptas sunt elenti ipsam id qui quideni tatur Hit as
nem volupit inullor eperio. Ut eture porectotatia doluptatur simagnistrum reculpa ribusa comnis duciur alique volestiaspid quam aut repudam rem sit ut escim con consercid
moloreheni utatect emporest dolutaque sanist, id etume vole ex eaqui dolupiendit dolectem ducia preheniam
& page number Page 1 of 2

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Stationery 40

 Stationery
Envelopes

All HEINEKEN envelopes have been developed

with the following elements:
P.O. Box 123, 1000 AA Amsterdam, The Netherlands
• Logo
• Return address
• Article code
• Inside pattern print (based on the Spark)

Depending on your specific market needs, you

can choose not to print the article code. All other
P.O. Box 123, 1000 AA Amsterdam, The Netherlands elements are mandatory.
The recreation or adaptation of these elements is
not allowed. The following envelopes have been
developed:

• Envelope C4 229 x 324 mm

• Envelope C5 162 x 229 mm
• Envelope DL 229 x 114 mm
• Envelope EA4 220 x 312 mm
• Envelope EA5 156 x 220 mm
Envelopes • Envelope Report 260 x 370 mm
Envelopes come with
windows and without

Possibility to put your Artwork is available for the

return address inside of envelopes

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Stationery 41

 Stationery
Business card

A standard grid has been developed. Please use

the instructions and artwork.
John Doe In case a job title is too long to fit in the prescribed
Visual Identity Manager
Global Corporate Relations area, you may abbreviate it.
HEINEKEN International For example:
E [email protected] ‘Executive Director Global Tax & Financial Markets’
T +31 (0)20 523 12 34 becomes:
M +31 (0)6 12 34 12 34 ‘Exec. Dir. Global Tax & Financial Markets’
F +31 (0)20 123 45 67
Tweede Weteringplantsoen 21, 1017 ZD Amsterdam In case a name is too long, abbreviate the first
P.O. Box 28, 1000 AA Amsterdam, The Netherlands name. For example:
‘Robin Hoytema van Konijnenburg’
to:
Business card
Front and optional backside
‘R. Hoytema van Konijnenburg’.

HEINEKEN Spark logo

Name, function John Doe

and department Visual Identity Manager Vertical grid is based
Global Corporate Relations on 2.75 pt line spacing
Company name in HEINEKEN International
HEINEKEN Corporate Green
E [email protected]
Email, telephone, T +31 (0)20 523 12 34
mobile and fax M +31 (0)6 12 34 12 34
contact details F +31 (0)20 123 45 67
Address Tweede Weteringplantsoen 21, 1017 ZD Amsterdam
P.O. Box 28, 1000 AA Amsterdam, The Netherlands

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Stationery 42

 Stationery
Business card back

On the back of our business cards, we have

Джон Доу
Візуальний Identity Manager
developed the following guidelines.
Група з корпоративних відносин
HEINEKEN International
E [email protected]
Always use one of the options as shown here:
T +31 (0)20 523 12 34 • No background
M +31 (0)6 12 34 12 34
Ф +31 (0)20 123 45 67 • Local territory language version
Tweede Weteringplantsoen 21, 1017 ZD Амстердам • Your (main) brand logo(s)
Грошовий переказ ящик 28, 1000 AA Амстердам, Нідерланди

Logo
No background L ocal territory language version on card back. When applying your brand logos, adhere to the
Example shown for the Russian market. grid as shown, and apply no more than 10 logos.

Brands line-up (3) Brands line-up (5) endorsed 5 Brand logos grid

Brands line-up (10) maximum Brands line-up (10) endorsed 10 Brand logos grid

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Stationery 43

 Powerpoint
In addition to clear and compelling copy, our Power-
Point presentation templates are used everyday.
They must visually express HEINEKEN in a
professional and sophisticated way. These templates Brewing a
have been designed so that you can input your
message easily and create high quality presentations. Better Future
Amsterdam, June 2011
This section introduces the
PowerPoint template and
outlines the usage principles.

CONFIDENTIAL | John Doe | 21st June 2011

HEINEKEN Visual Identity Guidelines | Version 2.1

 Powerpoint template
Overview 4:3
Main heading set in 22pt bold
Page subhead set in 18pt Regular

Heading Lucida Sans Bold 28 pt Chapter Title Heading Our PowerPoint template is available in both 4:3
HEINEKEN Green Lucida Sans Bold 28 pt Subheading
Subtitle Lucida Sans Regular 18 pt black
on max. 2 lines
Subtitle Lucida Sans Regular 18 pt black
on max. 2 lines
◆ Aliquam auctor nulla quis egestas Mauris sodales eget sem and 16:9 formats to allow for presentations in
vitae purus tincidunt sodales quis turpis egestas nunc.
◆ Fusce gravida lorem id velit cursus ut ornare risus sodales. traditional or widescreen. The slides shown all
■ Ullamcorper dui felis dapibus.
■ Fusce non massa vitae libero cursus tincidunt. use of the green flow background but there are
● Ullamcorper dui felis dapibus.
● Fusce non massa vitae libero cursus tincidunt. versions available in red and blue for markets
where green is not the predominant colour.

Content slides use a white background to

CONFIDENTIAL | Source name | Date HEINEKEN Legal Entity 24 24
ensure maximum legibility. Title pages with the
flow background may be used as is or with the
addition of cut-out photography. Do not apply
regular photographic imagery on top of the flow
Main heading set in 22pt bold Main heading set in 22pt bold Main heading set in 22pt bold
background.
Page subhead set in 18pt Regular Page subhead set in 18pt Regular Page subhead set in 18pt Regular
The bottom bar (footer) of the cover page allows
Subheading
Ellentesque habitant velit sit
Subheading
Ellentesque habitant velit sit
Subheading Subheading you to place information on the creator (person
Ellentesque habitant morbi tristique sen Ellentesque habitant morbi tristique sen
morbi tristique senectus et netus morbi tristique senectus et netus ectus et netus et malesuadafames ac turpis ectus et netus et malesuadafames ac turpis or persons responsible for the presentation), date
et malesuadafames ac turpis et malesuadafames ac turpis egestas nunc dolor justo. Pharetra vitae egestas nunc dolor justo. Pharetra vitae
egestas nunc dolor justo. egestas nunc dolor justo. euismod sit condimentum laoreet pretium euismod sit condimentum laoreet pretium and classification (Confidential).
Pharetra vitae euismod Pharetra vitae euismod
condimentum lart aliquam auctor condimentum lart aliquam auctor Aliquam auctor nulla quis egestas mauris Aliquam auctor nulla quis egestas mauris
nulla quis egestas. nulla quis egestas. eget sem vitae purus tincidunt sodales quis eget sem vitae purus tincidunt sodales quis
vel vitae enim. Fusce gravida lorem id velit vel vitae enim. Fusce gravida lorem id velit The bottom bar of the template allows space for
Mauriseget vitae purus tinci dunt Mauriseget vitae purus tinci dunt
OpCo’s brands in single colour as a 30% tint of
cursus ut ornare risus sodales. Ullamcorper cursus ut ornare risus sodales. Ullamcorper
vel enim. Fusce id ac turpis nunc vel enim. Fusce id ac turpis nunc dui felis dapibus magna vitae tristique eros dui felis dapibus magna vitae tristique eros
dolor cursus ut. dolor cursus ut.
black. We recommend you place a maximum of
velit sem vitae purus tincidunt sodales eu. velit sem vitae purus tincidunt sodales eu.

eight side to side and centered in height.

24 24 24
All templates have been pre-set with Lucida Sans
Unicode and the correct colour palette.
Follow the guidance given on the templates for
font sizes and layout. Charts and diagrams should
Main heading set in 22pt bold Main heading set in 22pt bold
use a set hierarchy of colours from the primary
Page subhead set in 18pt Regular Page subhead set in 18pt Regular
and secondary palettes. However, if you need
Regional split
to create further charts make sure your charts
3.500
Transformed emerging market exposure
Emerging markets represent 57% of EBIT (beia)
◆ Lorem ipsum dolor sit amet consectetur
◆ Cras fermentum velit sed commodo
◆ Lorem ipsum dolor sit amet consectetur
◆ Cras fermentum velit sed commodo
Others and HQ 10% 
always build from dark to light.
3.000
◆ Aenean dapibus orci eu molestie sem ◆ Aenean dapibus orci eu molestie sem
2.500
◆ Donec eget magna vitae: ◆ Donec eget magna vitae: Central & 
Western
Europe 51%
2.000
  ■ Maecenas laoreet justo in urna sodales   ■ Maecenas laoreet justo in urna sodales Eastern 
Europe 39%
1.500       luctus nisi elit fringilla mi nibh       luctus nisi elit fringilla mi nibh
1.000       pharetra auctor sed sed nunc       pharetra auctor sed sed nunc
500   ■ Sed viverra eros ac erat congue eget   ■ Sed viverra eros ac erat congue eget Functional split 
0       ultrices dui rhoncus. Aenean dapibus orci            ultrices dui rhoncus. Aenean dapibus orci      Supply Chain 
      eu molestie aliquet, nisi elit fringilla mi       eu molestie aliquet, nisi elit fringilla mi 39%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Borum as et et aut imporis
Others
Lorem ipsum dolor
Ut ad quiaspernati to bla vel modis explaccatur 
      in aliquet augue ligula ac erat       in aliquet augue ligula ac erat 37%
Borum as et et aut imporis
Lorem ipsum dolor

Wholesale Commerce
7% 17%

24 24

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Powerpoint 45

 Powerpoint template
Overview 16:9
Main heading set in 22pt bold
Page subhead set in 18pt Regular
Heading Lucida Sans Bold 26 pt Chapter Title Heading
HEINEKEN Green Lucida Sans Bold 26 pt Subheading
◆ Aliquam auctor nulla quis egestas Mauris sodales eget sem
Subtitle Lucida Sans Regular 16 pt black Subtitle Lucida Sans Regular 16 pt black
on max. 2 lines on max. 2 lines vitae purus tincidunt sodales quis turpis egestas nunc.
◆ Fusce gravida lorem id velit cursus ut ornare risus sodales.
■ Ullamcorper dui felis dapibus.
■ Fusce non massa vitae libero cursus tincidunt.
● Ullamcorper dui felis dapibus.
● Fusce non massa vitae libero cursus tincidunt.

CONFIDENTIAL | Source name | Date HEINEKEN Legal Entity 24 24

Main heading set in 22pt bold Main heading set in 22pt bold Main heading set in 22pt bold
Page subhead set in 18pt Regular Page subhead set in 18pt Regular Page subhead set in 18pt Regular

Subheading Subheading Subheading Subheading

Ellentesque habitant morbi Ellentesque habitant morbi Ellentesque habitant morbi tristique sen ectus Ellentesque habitant morbi tristique sen ectus
tristique sen ectus et netus et tristique sen ectus et netus et et netus et malesuadafames ac turpis egestas et netus et malesuadafames ac turpis egestas
malesuadafames ac turpis egestas malesuadafames ac turpis egestas nunc dolor justo. Pharetra vitae euismod sit nunc dolor justo. Pharetra vitae euismod sit
nunc dolor justo. Pharetra vitae nunc dolor justo. Pharetra vitae condimentum laoreet pretium Aliquam auctor condimentum laoreet pretium Aliquam auctor
euismod sit condimentum laoreet euismod sit condimentum laoreet nulla quis egestas mauris eget sem vitae nulla quis egestas mauris eget sem vitae
pretium Aliquam auctor nulla quis pretium Aliquam auctor nulla quis purus tincidunt sodales quisvel vitae enim. purus tincidunt sodales quisvel vitae enim.
egestas mauris eget sem vitae egestas mauris eget sem vitae Fusce gravida lorem id velit cursus ut ornare Fusce gravida lorem id velit cursus ut ornare
purus tincidunt sodales quisvel purus tincidunt sodales quisvel risus sodales. Ullamcorper dui felis dapibus risus sodales. Ullamcorper dui felis dapibus

24 24 24

Main heading set in 22pt bold Main heading set in 22pt bold
Page subhead set in 18pt Regular Page subhead set in 18pt Regular
Regional split

Transformed emerging market exposure
Subheading ◆ Lorem ipsum dolor sit amet consectetur
Others and HQ 10% 
Emerging markets represent 57% of EBIT (beia)

3.500
Ellentesque habitant morbi tristique sen ectus  ◆ Cras fermentum velit sed commodo
◆ Aenean dapibus orci eu molestie sem Western

et netus et malesuadafames ac turpis egestas 
3.000 Central &  Europe 51%
Eastern 
2.500 ◆ Donec eget magna vitae: Europe 39%

2.000
nunc dolor justo. Pharetra vitae euismod sit    ■ Maecenas laoreet justo in urna sodales
1.500 condimentum laoreet pretium Aliquam auctor        luctus nisi elit fringilla mi nibh Functional split 

1.000
nulla quis egestas mauris eget sem vitae        pharetra auctor sed sed nunc Supply Chain 
39%
500
purus tincidunt sodales quisvel vitae enim.    ■ Sed viverra eros ac erat congue eget Others
37%
0
      ultrices dui rhoncus. Aenean dapibus orci     
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Fusce gravida lorem id velit cursus ut ornare 
      eu molestie aliquet, nisi elit fringilla mi
risus sodales. Ullamcorper dui felis dapibus
Borum as et et aut imporis

      in aliquet augue ligula ac erat Wholesale
Lorem ipsum dolor
Commerce
Ut ad quiaspernati to bla vel modis explaccatur  7% 17%
Borum as et et aut imporis
Lorem ipsum dolor

24 24

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Powerpoint 46

 Dont’s Avoid the following when using the PowerPoint template

HEINEKEN Nederland Growth in the Cider Market

Year on year growth in 2011

Brewing a Leaders in Bulmers

Ectus et netus et malesuadafames ac turpis
Better Future  Sponsorship egestas nunc dolor justo. Pharetra vitae
euismod sit condimentum laoreet pretium
Amsterdam, June 2011  Across all entertainment
sectors in 2011 Aliquam auctor nulla quis egestas mauris
eget sem vitae purus tincidunt sodales quis
vel vitae enim. Fusce gravida lorem id velit
cursus ut ornare risus sodales. Ullamcorper dui
felis dapibus magna vitae tristique eros velit
sem vitae purus tincidunt sodales eu.

CONFIDENTIAL  |  John Doe  |  21st June 2011 14
6

Do Not use the wrong flow background for your market. Do Not use regular boxed photography on top of Do Not use any other fonts than Lucida Sans Unicode
the flow background. inside the template.

Page title set in 22pt Bold Page title set in 22pt Bold Sample chart layout set in 22pt Bold

Page Sub-head set in 18pt Regular Page Sub-head set in 18pt Regular Page Sub-head set in 18pt Regular

◆ Sub-section level 1. Small text 16pt regular.
Subheading in 18pt Bold Performance in 2010 Performance in 2011 ◆ Sub-section level 1. Small text 16pt regular.
◆ Sub-section level 1. Large text 18pt regular. Turpis egestas nunc dolor  Turpis egestas nunc dolor  Chart headline 11pt Bold ◆ Sub-section level 1. Small text 16pt regular.
◆ Sub-section level 1. Large text 18pt regular. justo. pharetra vitae sit condi  justo. pharetra vitae sit condi 
Chart sub-head set in 8pt
◆ Sub-section level 1. Small text 16pt regular.
  ■ Sub-section level 2.
3.500

    ■ Sub-section level 2. Large text 18pt regular auctor nulla quis egestas sem  auctor nulla quis egestas sem  3.000

    ■ Sub-section level 2. Large text 18pt regular vitae purus tinci dunt sodales  vitae purus tinci dunt sodales    Small text 16pt regular

  ■ Sub-section level 2.
2.500

      ● Sub-section level 3. Large text 18pt regular quis vel enim.turpis egestas  quis vel enim.turpis egestas  2.000

  Small text 16pt regular
      ● Sub-section level 3. Large text 18pt regular nunc dolor justo. Pharetra  nunc dolor justo. Pharetra 
1.500

1.000
  ■ Sub-section level 2.
        ▪ Sub-section level 4. Large text 18pt regular vitae euismod condimentum  vitae euismod condimentum  500   Small text 16pt regular
        ▪ Sub-section level 4. Large text 18pt regular lart aliquam auctor nulla quis.  lart aliquam auctor nulla quis.  0   ■ Sub-section level 2.
  ■ Sub-section level 2.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

          • Sub-section level 5. Large text 18pt regular Mauriseget vitae purus tinci  Mauriseget vitae purus tinci  Lucida Grande 6pt Regular

          • Sub-section level 5. Large text 18pt regular dunt vel enim. Fusce id ac  dunt vel enim. Fusce id ac 

Lucida Grande 6pt Regular
Lucida Grande 6pt Regular
Lucida Grande 6pt Regular

turpis nunc dolor cursus ut. turpis nunc dolor cursus ut. Lucida Grande 6pt Regular

Et netus et malesuadafame  Et netus et malesuadafame 
turpis egestas tristique ac. turpis egestas tristique ac

15 15 14

Do Not change the bullet points inside the Do Not use too much text on a slide. Do Not recolour or change the order of colours set 
presentation template. Keep the content precise. in the template.

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Powerpoint 47

 Signage
Our signage is an important carrier of the company
visual identity. It is a highly visible and fixed
representation of us to the outside world. As
such, it must be of the highest possible quality
and convey its message with ultimate clarity.
This section introduces the
modular signage system,
special bespoke items and
outlines their usage principles.

HEINEKEN Visual Identity Guidelines | Version 2.1

 Signage

We have created a modular system to work

across all of our sites worldwide. This system, for
external and internal signage applications, shares
a common set of design elements to consistently
Entrance Main Entrance
signpost a HEINEKEN location.

Parking Parking Visitors Usage principles

Our external signage system should in most
instances carry the HEINEKEN logo. Exceptions
Deliveries may be made for site signs positioned near to
Parking Company logo branded totem signs and for parking signs.

The external modular signage system in most

instances carry the following visual identity
elements:

1. The HEINEKEN logo

Positioned centrally on an area of white at the
Entrance totem Entrance sign Entrance sign with directions Site sign top of all signage.
2. HEINEKEN Core typeface
3. Serif Detail
Positioned in the top right hand corner.
4. The green flow background positioned on the
right hand side.

Main Entrance HEINEKEN Core Regular is used for all information

carried on signage.
Parking Visitors Parking sign

Deliveries
Facade sign
Parking Company

Parking sign

Site sign

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Signage 49

 Internal signage
Modular system
Directors 4 Rooms 1.11 - 1.32
Rooms 3.11 - 3.32 3 Conference Room
Our internal signage system does not, in most
Conference Room 2
Administration cases, carry the HEINEKEN logo. Exceptions
Rooms 2.11 - 2.32 Directional sign are made for welcome and directional signs
Reception
Canteen
Reception
Canteen
1 positioned close to the entrance of a location.
Rooms 1.01 - 1.24 Rooms 1.01 - 1.24

The internal modular signage system in most

Rooms 1.11 - 1.32 instances carry the following visual identity
Conference Room Floor information sign
Administration Conference Room elements:
Rooms 2.11 - 2.32 Management 
1. HEINEKEN logo
Directors 4 2. HEINEKEN Core typeface
Rooms 3.11 - 3.32
Directors Rooms 3.11 - 3.32 3
3. Serif detail
Positioned in the top right hand corner.
Conference Room 2
Administration 4. The green flow background positioned on the
Rooms 2.11 - 2.32 Directional sign right hand side.
Reception 1
Canteen
Rooms 1.01 - 1.24 HEINEKEN Core Regular is used for all information
carried on signage.
Reception
Canteen
Conference Room
Floor information sign

Administration
Directors
Rooms 1.11 - 1.32

Directional sign

Welcome totem Welcome information totem

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Signage 50

 Internal signage
Modular system, continued

Room 4.38

John Doe
12.00 - 15.00
K. Koster
15:00 - 17:00

Monday 12.05.2011 14:50:47

Floor sign Digital room sign

John Smith Jane Smith In Attendence: Toilets

Peter Jones Peter Bakker
Alan Turner Alana Turner Jane Smith
David Brown Peter Bakker
Claire Green Alana Turner
Helen Roos David Brown

2.07 Frederick van Delft Claire Green

Helen Roos

2.03
Frederick van Delft

Room signs

2.02
Toilets

Toilet signs

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Signage 51

 Special signage
Examples

Custom signage can be implemented. These

special signage applications are as follows:

• Stainless steel entrance plaques

• Frosted window decals
• Wall mounted fret-cut debossed logo
• Logo projection on reception floor
• Internally illuminated animated LED lightbox
in reception.
• Stainless steel door numbers
• Digital projection on reception back wall
• Debossed numerals in lift lobby walls

Reception Exterior decals

If any of these special signage applications
Backwall digital projection with debossed HEINEKEN logo. Stainless steel door number with frosted window decal
are appropriate for your location please
contact Global Corporate Relations directly for
specification information.

Entrance decals Debossed floor signing Debossed floor numbering

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Signage 52

 x Signage
Usage principles
2x

x • Care should be taken to minimise the amount

Rooms 1.11 - 1.32 of information carried on a sign. We should
Conference Room aim to be direct and clear with all signage
2x Management communication.

• Letter sizes should be chosen dependent on the
Type set in optimum reading distance per sign. A letter size
Entrance HEINEKEN Core Regular
legibility guide is shown on this page to act as a
starting point for signage proposals. To ensure
Printed TRESPA complete accuracy, however, it is recommended
(High pressure laminate) that a site survey is undertaken to determine
Parking 2x
optimum type sizes for each situation.

• Type should always left align to the ‘H’ of the

logo where it is present.
Coloured TRESPA Type set in Using the HEINEKEN logo height as X the type
(High pressure laminate) HEINEKEN Core Regular Printed DIBOND area below should start no less than 2X below
the logo exclusion area.

• When no logo is present, such as internal

signage, align the type to a margin equivalent
of 2x the width of the green serif detail. This
measurement can also be used as a minimum
starting point from the top to apply type.

• The flow background should be applied to the

Side Front view
right hand side of signage.
Always ensure that you allow enough white
Letter Visibility Guide area in the signage for legibility of directional
information.
Letter
Height (cm) 1 2 3 4 5 10 15 20

Maximum
Impact (m) 2.5 3 4 4.5 5 10 15 20

Maximum
Readable (m) 5 8 11 15 30 50 60 100

The distances shown are based on type set upper and lower case in HEINEKEN Core Regular
coloured black on a white background. Distances will vary approxiamately 10% with various
colour combinations.

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Signage 53

 Signage
Endorsement

Overview
Signage carrying the OpCo’s logo, i.e. entrance
totem signs and Wall plaques, should always be
endorsed with ‘Part of the HEINEKEN Company’.
These are primary signage items visible on
entering and leaving HEINEKEN owned buildings.
It is not necessary to place endorsements on
signage items within the building unless the
building is shared and split over separate floors.

Usage principles
The endorsement should be placed horizontally
below and to the right of the OpCo logo. It should
be visible but not in size conflict with the company
logo it is endorsing.

In instances where space is at a premium, i.e. tall

thin signage formats; it is possible to rotate the
endorsements 90˚ again placed below and to the
right of the OpCo logo.
Always rotate the endorsement logo unit so that
the star is at the top.

Welcome totem Welcome pillar

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Signage 54

 Dont’s Avoid the following when using signage

MAIN ENTRANCE

PARKING VISITORS Rooms 1.11 - 1.32

Conference Room
DELIVERIES
PARKING COMPANY

Do Not place the flow background in any other position Do Not use typefaces other than HEINEKEN Core in Do Not use any other colour than black for type
than the right edge on signage applications. signage applications. All text must be set in upper and in signage applications.
lower case.

Rooms 1.11 - 1.32

Conference Room
Do Not use a style of icon other than the one outlined in Do Not place the logo on any colour other than white. Do Not rotate the logo other than at 90˚
these guidelines. in signage applications.

Do Not use custom shapes or irregular formats for Do Not use single colour logo in modular Do Not make the ‘part of the Heineken Company’
modular signage. signage proposals. endorsement too large on OpCo signage.

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Signage 55

 Publications
In our publications we use the full scope of our
company visual identity. From corporate publications
where we need to be more formal, to
editorial publications where
we can be more expressive.
We have therefore developed
a wide set of tools to allow
for optimal visual represen­
tation of our brand in our
publica­tions, including some
examples to inspire you.

HEINEKEN Visual Identity Guidelines | Version 2.1

 Publications
Supporting Elements Overview

In our publications, we use the full scope of our

visual identity. From corporate publications where
we need a more formal look & feel – to editorial
publications where we can be more expressive.

We have therefore developed a wide set of tools

to allow for optimal visual representation of our
The Italian job company in our publications, including some
Eortincing et nulluptatum alit atie examples to inspire you.
dionse tat nisim doloreriure eum
Flow background dit acilit adit in vel do euguerostrud
minis nullaore duisit laore dolor-
tionsed magna faccum dolum er sit Supporting elements
acin etuer sequipit alissim non velis
dit irit ad erosto conse essi.
Usage principles
Vullaor sectet velisl utpatie eugiatue
Always use the serif detail strip to the left of the
dolobortis dolenim alit augait enit ad
te conum venim volenim quam ipit logo (see page 32 for more information on this
dolobore vel ullaorper si blan utatisi supporting visual element). In case of a centered
window design, place the serif element on the left
outer edge of the screen.

Serif box The flow background is included in the top

Revenue and profit banner, with its green core moving outwards from
The beer market In millions of EUR the right. Use the RGB flow banner artwork as
Transformed emerging market exposure
Emerging markets represent 57% of EBIT (beia)
Revenue available in the Design Resources section.
Bitia quam recus ipisciis dem Results from operating activities
3.500
8.7 ntibus, soluptat incient
3.000 Results from operating activities (beia)
2.500

2.000
81 Fere latasi repella borrovides as % of revenue
1.500
esequae ctatum as % of total assets
EBITDA/net interest expenses
1.000

500
Arume nimendi: Dolupta, Endit
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Nienecte Dolupta, Ipisciis, Labo Net profit
Lacide, Que Odia, Dolupta, Financials
Net profit (beia)
Borum as et et aut imporis

Lorem ipsum dolor

Facea, Eatem, Santem.

Revenue
as % of equity attributable to
Graphs & charts Market dynamics €7,894 million
EBIT equity holders of the Company
Pack types €768 million Dividend proposed
EBIT (beia)
bottle 48% pet 0%
€904 million as % of net profit
can 20% keg 32% Consolidated beer volume
45.4 million hectolitres
On trade 48.7% O trade 51.3% Consolidated beer volume as % of Group
31.1 per cent
HEINEKEN volume in premium segment

7.4 million hectolitres

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Publications 57

 Publications
Start with logo

There are a wide range of publications, which

we have split into two main categories for
simplification and clarity:

Corporate publications
A Annual report
B Newsletters
C Informational booklets

Editorial publications
D World of HEINEKEN and other printed
internal & external magazines
E Employee magazines

Mandatory elements that should be included in

every design are:
A | Annual report B | PA newsletter C | OpCo booklet 1 Logo
2 Corporate colours
3 Corporate typeface(s)
Corporate publications
4 Supporting visual elements
Editorial publications
• Serif bar along the side across the spine
• Flow (use as much as possible on covers)

D | World of HEINEKEN

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Publications 58

 Publications
Logo

Always include the HEINEKEN logo on each page

or spread.

Placement
HEINEKEN logo | primary usage version
The HEINEKEN logo is anchored top left including
a serif detail strip left of it. It can be placed either
with lots of space around it or in a lock up with the
flow background in a designated header bar.

Exceptional use
HEINEKEN logo top left | primary usage version
The header for the magazine ‘World of HEINEKEN’
has been tailor made and should be seen as a
customised design.

This is a quick reference. For more detailed

information see page 5 of this manual.

HEINEKEN logo lock-up with flow background | secondary usage version

HEINEKEN logo maximum placement | exceptional usage version

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Publications 59

 Publications
Logo, continued
Heineken Heineken Heineken In some cases it’s too overpowering to have
the logo on each spread, like for instance in a

Heineken Heineken Heineken

magazine. Instead of using the HEINEKEN logo,
it’s advised in these instances to type ‘HEINEKEN’
in the corporate typeface HEINEKEN Core.
Keep in mind it has to be set in all caps.
Written out version This ‘written out version’ should appear in a
colour from the primary colour palette with the
exception of HEINEKEN Red.
Another item where the written out version works
better is the spine of a brochure, annual report or
magazine, because of height restrictions.

This is a quick reference. For more detailed

information see page 5 of this manual

Spine of a magazine

World of Heineken Summer 2011 Heineken 25

World of Heineken Summer 2011 27

Branding on a spread

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Publications 60

 Publications
Corporate publications Editorial publications Typography

HEINEKEN Core HEINEKEN Core

Typical paragraphs styles
Headings
A mix of HEINEKEN Core Bold Italic and
HEINEKEN Core Thin Italic

HEINEKEN Curve
(emphasis is bold italic)
48 pt median, 36 and 64 pt

Introduction
HEINEKEN Core Italic - indented
Only typeface Primary & supporting typeface
Colour HEINEKEN Light Grey

Sub Heading
HEINEKEN Core Extra Bold 12 / 12 pt
Colour HEINEKEN Green

Sub Heading
HEINEKEN Core Regular 9 / 12 pt
Colour HEINEKEN Grey

Body copy
HEINEKEN Core Regular 9 / 12 pt
Colour black

Detail of applied corporate typography Detail of applied editorial typography: mixing HEINEKEN Core & Curve

Example of an annual report Example of World of HEINEKEN magazine

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Publications 61

 Publications
Corporate literature Editorial literature Use of colour

The use of Heineken Green is mandatory. It can

be complemented by up to two colours from the
secondary palette.

Corporate literature will by nature have a smaller

set of colours. In most case the primary colour
palette is sufficient. Editorial publications on the
other hand will be more colourful.

This is a quick reference. For more detailed

information on colour see pages 12 to 16 of this
manual.

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Publications 62

 Web media
Our on-line presence is becoming
greater and more important
for engaging our stakeholders.
We need to ensure consistent
application of our company visual
identity in the online space.
In these guidelines we
have outlined some basic
principles on how to apply
our company visual identity
elements on your website.
These are developed to allow
maximum room for flexibility
while remaining ‘on brand’
in its core characteristics.

HEINEKEN Visual Identity Guidelines | Version 2.1

 Web media
Top bar

The main identifier of our company on websites

is the top bar. On a basic level, all top bars of
our websites should be based on the same core
principles. Please adhere to the basic rules below
so we are consistent in the way we communicate
our company throughout the world.

Logo placement
The HEINEKEN logo is always anchored top
left. Be sure to always use the RGB logo version
artwork and respect the indicated minimum
whitespace/exclusion area.

Supporting elements
The ‘serif’ detail can be anchored to the left of the
logo or to the left of the screen.

Flow backgrounds should always be positioned

from the right.

In case a Legal Entity name needs to be placed

within the banner (i.e. HEINEKEN Hungary),
this should be placed on the right side of the
banner within the green section of the banner, in
HEINEKEN Core Bold or Lucida Sans Unicode Bold.

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Web media 64

 Web media
Navigation

Ways of navigation and the functional design

of websites might differ per market. To allow
for maximum flexibility we have created some
basic guidelines to create a ‘look & feel’ that is
consistent with our visual identity, but does not
limit you in your possibilities to create navigation
to suit your specific needs.

Typefaces
Lucida Sans Unicode must be used for navigation/
menu buttons and editable body copy. HEINEKEN
Core can be used for headings, using tools like
Font Squirrel, Cufón or Typekit.

Colours
Apply HEINEKEN Silver as your main colour for
navigation buttons, with Heineken Green as your
standard mouse-over colour.

Detailing
Create additional depth by applying a gradient on
your navigation button.

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Web media 65

 Web media
Typography

To ensure a consistent company appearance,

always use the HEINEKEN typefaces. For on-line

HEINEKEN Core
applications, these are:

HEINEKEN Core
Our primary typeface family, to be used in headers
where possible, using tools like Font Squirrel,

Lucida Sans Unicode

Cufón or Typekit.

Lucida Sans Unicode

Our selected system font to be used for all
editable content copy and navigation/menu
items. Please refer to the examples shown for
ways of setting this type.

Typical paragraph styles:

B odycopy
Lucida Sans Unicode Regular 12 pt / auto leading - Black

S ub headings
H1 Sub heading
Lucida Sans Unicode Bold, 18 pt / auto leading - HEINEKEN green
H2 Sub heading
Lucida Sans Unicode Bold, 14 pt / auto leading - HEINEKEN green

H3 Sub heading
Lucida Sans Unicode Bold, 12 pt / auto leading - HEINEKEN green

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Web media 66

 Web colour
Primary palette Primary and secondary palette

Heineken Heineken Heineken Primary palette

Heineken Heineken Heineken
Silver Grey Light Grey Colours from the primary palette are used
Green Corporate Red
throughout the site. The use of Heineken Green
Green
is mandatory. It can be complemented by up to
two colours from the secondary palette.

Designated tints of these colours may be used

sparingly to add accent detail in layout designs
RGB R 0 R 32 R 255 R 195 R 153 R 175
G 195 G 153 G 175
and charts & graphs. To ensure differentiation
G 130 G 85 G 43
B 0 B 39 B 0 B 195 B 153 B 175 between HEINEKEN company and Heineken
brand use white primarily as your base colour.
100% 008200 205527 ff2b00 c3c3c3 999999 afafaf For this reason these primary colours should not
be overused as background colours.
60% 66b466 79997d ff8066 dbdbdb c2c2c2 cfcfcf

30% b2d9b2 bcccbe ffbfb2 ededed e0e0e0 e7e7e7 Secondary palette

The secondary palette consists of a range
of fresh colours specifically chosen to reflect
different aspects of HEINEKEN. To add variety
and maintain consistency use the designated
Secondary palette secondary palette colours as accent colours
alongside the primary colours. Designated tints
of these colours may be used sparingly to add
Heineken Heineken Heineken Heineken Heineken accent detail in layout designs.
Light Green Golden Yellow Orange Aqua Blue Ultraviolet
All web colours have specified values for RGB and
Hexadecimal reproduction.

RGB R 122 R 254 R 255 R 42 R 142

G 184 G 203 G 121 G 110 G 37
B 0 B 0 B 0 B 187 B 141

100% 7ab800 fecb00 ff7900 2a6ebb 8e258d

60% afd466 fee066 ffaf66 7fa8d6 bb7cbb

30% d7eab2 ffefb2 ffd7b2 bfd3ea ddbddd

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Web media 67

 Web media
Endorsement

Placement
As a general rule, the ‘Part of the HEINEKEN
Company’ endorsement is placed in the bottom
right corner of the website. It becomes part of
the footer.
HEINEKEN endorsement logo | primary usage version on white

Horizontal use
Do NOT rotate the endorsement logo.

Size
Preferred size
Height of 15 pixels
(corresponds to 139 pixels wide)

Minimum size
Height of 10 pixels
(corresponds to 97 pixels wide)

Colour
The endorsement can appear in light grey or
white. Don’t recolour the endorsement to any
other colour. Don’t use transparency or tints.

Single colour endorsement logo | reversed

15 pix 10 pix

Preferred size | lightgrey Minimum size | lightgrey

HEINEKEN Visual Identity Guidelines | Version 2.1 Guidelines | Web media 68

 Design resources
HEINEKEN design resources (all files in CS3) Artwork overview

This is an overview of all artwork available to you.

HEINEKEN logos HEINEKEN supporting elements HEINEKEN Stationery

HNV_LOGOS HNV_FLOW & BANNERS Files for printing

HNV_Logo_FC Print_cmyk Envelopes
HNV_Logo_2spotC also in Web_rgb Envelope C4 229 x 324 mm
HNV_Logo_2spotU HNV_Flow_Banner_Blue_cmyk.tif Envelope C5 162 x 229 mm
HNV_LogoGradient_FC HNV_Flow_Banner_green_cmyk.tif Envelope DL 229 x 114 mm
HNV_Logo_Black HNV_Flow_Banner_Red_cmyk.tif Envelope EA4 220 x 312 mm
HNV_Logo_Rev Envelope EA5 156 x 220 mm
Print_cmyk Landscape Envelope Report 260 x 370 mm
also in Web_rgb
HNV_LOGOS_ENDORSEMENT
HNV_Flow_green_Land_1-1_cmyk.tif
HNV_LogoEndors_GreyFC Files for printing
HNV_Flow_green_Land_2-3_cmyk.tif
also in spotcolour version Letter
HNV_Flow_green_Land_1-3_cmyk.tif
HNV_LogoEndors_LightGreyFC Letterhead A4
HNV_Flow_Blue_Land_1-1_cmyk.tif
also in spotcolour version Letterhead US Letter
HNV_Flow_Blue_Land_2-3_cmyk.tif
HNV_LogoEndors_Black Letterhead Amice
HNV_Flow_Blue_Land_1-3_cmyk.tif
HNV_LogoEndors_Rev
HNV_Flow_Red_Land_1-1_cmyk.tif
HNV_Flow_Red_Land_2-3_cmyk.tif Files for printing
HNV_LOGOSHOLDINGSHAPE HNV_Flow_Red_Land_1-3_cmyk.tif Various
HNV_LogoHoldingshapeLeft_FC Businesscard (template file)
HNV_LogoHoldingshapeRight_FC Print_cmyk Portrait StickerSheet A4 4x
also in Web_rgb StickerSheet A4 6x
HNV_Flow_green_Port_1-1_cmyk.tif WithCompliments card
HEINEKEN Typefaces HNV_Flow_green_Port_2-3_cmyk.tif
HEINEKEN Core HNV_Flow_green_Port_1-3_cmyk.tif
HEINEKEN Curve HNV_Flow_Blue_Port_1-1_cmyk.tif
HNV_Flow_Blue_Port_2-3_cmyk.tif
HNV_Flow_Blue_Port_1-3_cmyk.tif
HNV_Flow_Red_Port_1-1_cmyk.tif
HNV_Flow_Red_Port_2-3_cmyk.tif
HNV_Flow_Red_Port_1-3_cmyk.tif

HNV_SERIFBOXES
HNV_Serifboxes
ai-file Adobe Illustrator CS3
eps-file Adobe Illustrator CS3
Adobe Indesign file CS3

HEINEKEN Visual Identity Guidelines | Version 2.1 Design resources | Stationery 69