Company Visual Identity
Guidelines
September 2011 | Version 2.1

Content
The importance of visual identity

3

DESIGN RESOURCES

Logo

Introduction
Versions
Exclusion area & minimum size
Holding shape
Endorsement
Don’tsColourPrimary palette
Secondary palette
Hierarchy & usage principles
Combining colours
Don’tsTypography

Typefaces overview
Usage principles
HEINEKEN CoreHEINEKEN Curve
Lucida Sans Unicode
Don’tsHEINEKEN Visual Identity Guidelines | Version 2.1

5
6
7
8
9
10
12
13
14
15
16
18
19
20
21
22
23

Supporting elements

Flow background
Flow background examples
Serif boxes
Graphs and charts
Graphs and charts, continued
Tables and charts
Graphs and organograms
Don’tsPhotography

Categories
Cutout photography
Choosing photography
Don’ts

25
26
27
28
29
30
31
32
34
35
36
37

GUIDELINES

Stationery

Overview
Correspondence templates
Envelopes
Business card
Business card backPowerpoint

Overview 4:3
Overview 16:9
Don’tsSignage

Introduction
Modular system
Modular system, continued
ExamplesUsage principles
Endorsement
Don’tsPublications

Supporting elements
Start with logo
Logo
Logo, continued
Typography
Use of colour

Web media
39
40
41
42
43

49
50
51
52
53
54
55
57
58
59
60
61
62

Top bar
Navigation
Typography
Primary and secondary paletteEndorsement

64
65
66
67
68

Artwork overview

69

45
46
47

2

The importance of visual identity
What is visual identity?

Our company visual identity

Visual identity is the overall visual representationof an organisation projected internally andexternally through collateral such as letterhead,brochures, newsletters, advertising, signage,buildings and reception areas. A logotype often
forms an important part of a visual identity, but
it is only a part. In fact an effective visual identity
is achieved by the consistent use of particularvisual elements to create distinction, such as
usage of specific typefaces, colours, andsupporting graphic elements.

Our visual identity system has been specificallydesigned to represent our organisation. It is areflection of our operations and our people, ourvalues, our ambitions, and our personality.

A professionally managed visual identity offers
numerous benefits to the branded entity:
it supports and projects institutional cohesion
and efficiency; differentiates from otherorganisations; facilitates the building of a desired
reputation; facilitates consistency in key areas ofdesign and should be a source of unity and pridefor those associated with the entity.

HEINEKEN Visual Identity Guidelines | Version 2.1

This document provides guidance for successful
implementation and use of the visual identity
to ensure consistent application across all aspectsof our business.
The following pages guide you through the corevisual identity elements.
They will assist you in designing and producing
compelling communications with a degree ofcreative flexibility.

3

Logo
The Heineken ‘Spark’ is the name of the newcompany visual identity. It is an essential asset forour company as it represents our company globallyto our various internal and external stakeholders.
The ‘spark’ logo is thefoundation around which
we have built our visual
identity. The logo is a legal
trademark. It is the visualexpression 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 andconfident and has elegance and style.
It is composed of capital letters to distinguish itfrom 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 oldmanner in which the pilsner brand was applied
onto wooden boxes (fig. A) and by the type in theouter ‘racetrack’ of the present Heineken pilsnerlabels (fig. B).
The solid word mark is complemented with a spark
inspired red ‘device’ that has been created tocapture the spirit of HEINEKEN. It has an obvious
link to the red star in the Heineken pilsner brandlogo, 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 ofthe company, while the inner spark represents theinnovation, dynamicism and passion energy ofour 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.

Heineken logo | primary usage version
For use across all media on behalf of the HEINEKEN company.

It is the essence of HEINEKEN. The lock-up of thesolid word mark and the expressive spark createsa memorable and lively combination.

A | Vintage crate design

HEINEKEN Visual Identity Guidelines | Version 2.1

B | Heineken pilsner bottle ‘racetrack’ detail

Design resources | Logo 5Logo

Versions

The HEINEKEN logo is available in four different
versions. Each version has been specificallydesigned to allow the best possible reproductionof 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 thematerials being used.
We should, wherever possible, place the logo ona white background to ensure legibility and todifferentiate it from our Heineken brand logo.

Flat colour
Our primary logo. For use across all media.
Available in cmyk and pantone® colour versions.

Digital artwork files have been created to suita 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 gradientFor exceptional usage only i.e. large projections and events.
Available colour version: cmyk

Single colour | positive
For simple application of the logo
In stencilling or etching.
Available colour: black-and-white

HEINEKEN Visual Identity Guidelines | Version 2.1

Single colour | reversed*
For exceptional use where the logo needs to be placed on a basecolour or image other than white. When placing this logo version
always ensure the base colour is equivalent in tint to no less than
40% black. This will ensure legibility of the logo.

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.

X

X

1,5 X

1X

The image left represents the exclusion area
required around any application of the primarylogo. 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.
Minimum size
The full-colour logo may be applied no smaller
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

HEINEKEN Visual Identity Guidelines | Version 2.1

20%

Design resources | Logo 7

Logo

Holding shape

X
20 mm

X

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

X
1,5 X
Holding shape | fixed proportional placement

1X
Holding shape | minimum size

Two versions of the holding shape exist to allow
placement of the logo on the left or right of alayout design.
Always use supplied artwork of this logo. Do not
attempt to recreate it or adjust its proportions.
Holding shape | right aligned placement version

Right aligned placement example

HEINEKEN Visual Identity Guidelines | Version 2.1

Holding shape | left aligned placement version

Left aligned placement example

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 allcommunication collateral, when possible.
• Always use the supplied artwork.
• Place the logo horizontally on the bottom rightcorner 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 thislogo, please refer to the specific section of yourapplication 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
maintain the integrity of supplied artwork.
Do Not rotate the logo other than horizontal or at 90°.

Do Not repurpose the style of the logotype to fit new
brands or campaigns’.

Do Not place the full-colour logo on a photographic orcoloured background. Use the holding shape or reversed
single colour logo examples.

HEINEKEN Visual Identity Guidelines | Version 2.1

Design resources | Logo 10

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

HEINEKEN Visual Identity Guidelines | Version 2.1

ColourPrimary paletteHeineken
Green

Heineken
Corporate
Green

Heineken
Red

Heineken
Silver

Tints

80%

80%

80%

80%

60%

60%

60%

60%

40%

40%

40%

40%

20%

20%

20%

20%

pantone®

recipe*7483 C / 349 U

recipe**

877

CMYK

C 100
M0
Y 100
K 24

C 90
M0
Y 100
K 60

C 0
M 100
Y 100
K 0

C 0
M0
Y 0
K 30

R 0
G 130
B 0

R 32
G 85
B 39

R 255
G 43
B 0

R 195
G 195
B 195

#

008200205527

ff2b00c3c3c3

RAL

6029

6002

3020

9022

RGB

Our primary colour palette is made up of a rangeof colours reflective of the characteristics andheritage of the Heineken company and brand.
The colours green, red and silver intentionallyprovide a visual link with our product brand but
also representing different characteristics ofthe company. As our leading set of colours, theyshould be used to make up the majority of any
collateral.
Our primary palette consists of the following
colours:
Heineken Green
A visual link to the company’s rich heritage.
Heineken Corporate Green
Reflecting our growth and commitment to be amore sustainable company.
Heineken Red
Reflecting our pride and passion for our product.
Heineken Silver
Representing clarity in the way we operate ourbusiness.
Designated tints of these colours may be usedsparingly to add accent details in layout designs
and charts & graphs.

Colour reproduction
All colours have specified values for cmyk, rgb,
web and ral reproduction.

To ensure differentiation between the HEINEKEN
company and Heineken brand, use white primarily
as your base colour. For this reason these primarycolours should not be overused as backgroundcolours.
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 paletteHeinekenLight Green

Heineken
Golden Yellow

Heineken
OrangeHeineken
Aqua BlueOur secondary colour palette is made up of arange of bright colours to be used as accentssupporting the primary colour palette incommunication.
Each supporting colour also represents a different
characteristic of the organisation.

Heineken
Ultraviolet

Tints

80%

80%

80%

80%

80%

60%

60%

60%

60%

60%

40%

40%

40%

40%

40%

20%

20%

20%

20%

20%

The secondary palette consists of the following
range of colours:
Heineken Light Green
Represents fresh & natural.

376

116

151

660

513

Heineken Golden Yellow
Representing barley.

C 50
M0
Y 100
K 0

C 0
M 20
Y 100
K 0

C 0
M 65
Y 100
K 0

C 85
M 50
Y 0
K 0

C 50
M 100
Y 0
K 0

Heineken Orange
Reflecting our Dutch roots.

RGB

R 122
G 184
B 0

R 254
G 203
B 0

R 255
G 121
B 0

R 42
G 110
B 187

R 142
G 37
B 141

Heineken Aqua Blue
Represents water.

#

7ab800fecb00ff79002a6ebb8e258d

—

1021

2003

—

4006

pantone®
CMYK

RAL

Heineken Ultraviolet
Reflects enjoyment.
To add variety and maintain consistency, use thedesignated secondary palette colours as accentcolours alongside the primary colours.
Designated tints of these colours may be usedsparingly 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 ofcolour with white space.

Secondary palette
The secondary palette
supports the primary
palette providing colour
accents where a broader
colour palette is deemednecessary (i.e. editorial
design and web media)

Heineken Ultraviolet

Heineken Aqua Blue

Heineken Orange

Heineken Golden Yellow

Heineken lightgreen

Primary palette
The primary palette plays
a supporting role to whiteand is used when limited
colours can be applied to an
application (i.e. signage).

Heineken Red

Heineken Silver

White
White is the base colour
for all designs. The fullcolour HEINEKEN logo
must always be placedon a white background.

Heineken Corporate Green

Heineken GreenBlack
Black is used as asupporting colour for
text and keylines.

• 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.
• The primary colour palette is always used inconjunction with white.
• The secondary colour palette should be used foraccent 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.
• Full colour backgrounds should be usedsparingly for page breaks and dividers.
• Text layouts should use colour to accent thecontent rather than overpower it.

Use Heineken Red
sparingly

HEINEKEN Visual Identity Guidelines | Version 2.1

Design resources | Colour 14

Colour

Corporate colour combinations

Combining colours

Primary paletteColour combinations

Combining different colours from the primary andsecondary colour palettes can create different
tones in your layout designs. Using only the
primary palette creates a more corporate feelwhilst the addition of the secondary palettecolours adds expression.
Care must be taken when choosing colour
combinations. In all combinations, at least oneof the primary palette colours must be usedalongside white.
Corporate publications
As a rule most corporate publications should use
the primary colour palette to form the basis of thedesign. Secondary colours should only to be used
to provide accent colour.

Editorial / Web colour combinations
Primary + secondary paletteColour combinations (3 colours)

Primary + secondary paletteColour combinations (4 colours)

Editorial design
In editorial design, where more expression andlife needs to be added to layout designs, it ispermissable to use a maximum of two secondary
palette colours as accents to support the primarycolours.
Primary + secondary paletteColour combinations (6 colours)

Primary + secondary paletteColour combinations (7 colours)

Care should be taken when choosing these
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 andbalance 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 fromthe secondary colour palette.

Do Not overuse red. It should only be used as anaccent colour.

Do Not create your own colours.

Do Not blend colours.

Do Not use tints other than prescribed.

Do Not use incorporate large areas of colour into yourdesigns 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 theiruse in layout design all help
to create a unique personality
for the communication.
This section covers ourtypeface families and how
to use them properly.

HEINEKEN Visual Identity Guidelines | Version 2.1

Typography

Typeface overview

HEINEKEN CoreHEINEKEN Curve

Overview
Three typeface families are used across the
HEINEKEN company visual identity.
HEINEKEN CoreFor use in corporate-, editorial- and digitalcollateral when possible.
HEINEKEN Curve
For use in editorial copy only.
Lucida Sans Unicode
For use in digital and MS Office copy only.

Lucida Sans
UnicodeHEINEKEN Visual Identity Guidelines | Version 2.1

Design resources | Typography 18

Typography
Corporate printed

Imprint

DigitalEditorial

Usage principles

Usage Typefaces
HEINEKEN Core

Usage Typefaces
Lucida Sans Unicode

Usage Typefaces
HEINEKEN Core
Lucida Sans Unicode

Usage Typefaces
HEINEKEN CoreHEINEKEN Curve

There are rules for using typography to ensure
clear and consistent messaging; these should be
adhered to at all times to ensure the integrity of
all designs.

Use weights from the HEINEKEN Core
typeface family only.

To work easily across different
platforms Lucida Sans Unicode has
been chosen for templates. Lucida
Sans Unicode is a typeface readily
available across most Microsoft andMacintosh computers.

Lucida Sans Unicode is the
mandatory typeface for most digitalcommunication. It may also be
possible, through special programming,
to incorporate HEINEKEN Core withinsome digital applications. In this case
HEINEKEN Core should be restricted
to headline usage only.

Two typeface families, HEINEKEN
Core and HEINEKEN Curve, havebeen specially created to work in
combination to add expression ineditorial design. HEINEKEN Coreshould be used as the primary
typeface with HEINEKEN Curve
supporting to add flourish to designs.

ExampleMS Office Templates

ExampleWebsites
Powerpoint

ExampleWorld of Heineken

Typeface alternative
if font is unavailable

Typeface alternative
if font is unavailable

ExampleAnnual Report
Sustainability Report
OpCo Review

Arial

Type should be aligned left, and set in upper andlower case.
Never use all capital letters (except in ourcompany name).
Text must be tightly character spaced in order toachieve a consistent appearance. This will createa more professional typographic style.

Arial

Legal entity

Tweede Weteringplantsoen 21
Hanwei Yang Institute

Development Department
Attn. Mr. k. Verger
P.O. Box 71116

1008 BC Amsterdam
The Netherlands
europeAddress over 8 lines, Lucida Sans 7.5 on 12 pt
Personal & confidential

1017 ZD Amsterdam

John DoeGroup Corporate Relations

E johannes.emmanualdoe@
heineken.com

Reference

Tweede Weteringplantsoen 21
Hanwei Yang Institute

Development Department
Attn. Mr. k. Verger

John Doe

E johannes.emmanualdoe@

F +31 (0)20 123 45 78

europeA new corporate identity

BDRF.03.DEV.2013

Dear Mister Chan,

The Netherlands

T +31 (0)20 523 97 77

The Netherlands

1008 BC Amsterdam

M +31 (0)6 1234 5678

1017 ZD Amsterdam

P.O. Box 71116

T +31 (0)20 123 45 67

16 August 2011
Subject

Legal entity

The Netherlands

T +31 (0)20 523 97 77

Address over 8 lines, Lucida Sans 7.5 on 12 pt
Personal & confidential

Group Corporate Relations
heineken.com

T +31 (0)20 123 45 67
M +31 (0)6 1234 5678

F +31 (0)20 123 45 78

16 August 2011
Subject
Reference

A new corporate identity

BDRF.03.DEV.2013

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Kind regards,

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lan hen nonsed moluptat. Tem irit iliquam volore tat ullan vullam, quat. Tatem velit veraesendignisit 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
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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Visual Identity Manager

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.
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Page 1 of 2

HEINEKEN Visual Identity Guidelines | Version 2.1

Design resources | Typography 19

Typography

HEINEKEN CoreHEINEKEN Core Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789?!çñĳ€$@#%^&*()_+{}:”
αββγδεζηθθκλπρςςДЏЖКФЧдњHEINEKEN Core Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789?!çñĳ€$@#%^&*()_+{}:”
αββγδεζηθθκλπρςςДЏЖКФЧдњHEINEKEN Core weights

HEINEKEN Core Thin
HEINEKEN Core Thin Italic
HEINEKEN Core Light
HEINEKEN Core Light Italic
HEINEKEN Core Regular
HEINEKEN Core Italic
HEINEKEN Core Bold
HEINEKEN Core Bold Italic
HEINEKEN Core Extra Bold

HEINEKEN Visual Identity Guidelines | Version 2.1

HEINEKEN Core has been specially created
to form the basis of all HEINEKEN printed
publications.
It is a charismatic, modern sans-serif type andsupports more than 60 languages. It is thecompany’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
extra bold in both Open Type and TrueType.
In operating countries not using languages
covered by HEINEKEN Core, alternative typefaces
have been specified for use.
For languages not supported by this typography,
alternative typefaces are readily available forpurchase from type foundry Agfa Monotype:
www.monotype.com.

TYPEFACE ALTERNATIVES FOR LANGUAGESNOT COVERED BY HEINEKEN CORE
LANGUAGE

FONT FAMILY

Central European
Western European
Eastern European
Greek
Cyrillic
ArabicChineseJapanese
KoreanThai
Davanagari

HEINEKEN CoreHEINEKEN CoreHEINEKEN CoreHEINEKEN CoreHEINEKEN Core
Andale Arabic
Monotype Hei
HG Gothic
HY Gothic
UPC Browallia
ITR Mitra

Design resources | Typography 20

Typography

HEINEKEN Curve

HEINEKEN Curve Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789?!çñĳ€$@#%^&*()_+{}:”
ăþęġĳŁŖŘŞůžπ№€
HEINEKEN Curve Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789?!çñĳ€$@#%^&*()_+{}:”
ăþęġĳŁŖŘŞůžπ№€
HEINEKEN Curve weights

HEINEKEN Curve Regular
HEINEKEN Curve Italic
HEINEKEN Curve Medium
HEINEKEN Curve Medium Italic
HEINEKEN Curve Semibold
HEINEKEN Curve Semibold Italic
HEINEKEN Curve Bold
HEINEKEN Curve Bold Italic
HEINEKEN Curve Heavy
HEINEKEN Curve Heavy Italic

HEINEKEN Visual Identity Guidelines | Version 2.1

TYPEFACE ALTERNATIVES FOR LANGUAGESNOT COVERED BY HEINEKEN CurveLANGUAGE

FONT FAMILY

Central European
Western European
Eastern European
Greek
Cyrillic
ArabicChineseJapanese
KoreanThai
Davanagari

HEINEKEN Curve
HEINEKEN Curve
HEINEKEN Curve
Arno Pro
Arno Pro
Adobe Arabic
M Kai HK Traditional
Heisei Mincho
SM Myungjo
Adobe Thai
ITR Yogesh

HEINEKEN Curve is a graceful typeface.
A refreshingly simple design that offers a crafted
elegant finish. It is modern in its transitional style,
but with a hint of the classic. When a serif typeis needed, for instance in editorial design use
for magazines, HEINEKEN Curve should be usedsparingly. It can be used for creative headings,
streamers or body copy, but should always betreated as an accent to complement the primary
typeface HEINEKEN Core.
It is available in a full range of weights and italics
from regular to heavy in both Open Type and
TrueType. The character set covers most European
and Latin countries.
In operating countries not using languages
covered by HEINEKEN Core alternative typefaces
have been specified for use.
Each of the recommended alternative typefaces
are readily available for purchase from typefoundry Agfa Monotype:
www.monotype.com.

Design resources | Typography 21

Typography

Lucida Sans Unicode

Lucida Sans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789?!€$@#%^&*()_+{}:”
Lucida Sans Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789?!€$@#%^&*()_+{}:”

Lucida Sans Unicode is the mandatory typeface
for digital communication. It is a sans-serif
typeface that was designed in 1985. It contains
large extended character sets and supports Latin,
Greek, Cyrillic and Hebrew scripts. It is readily
available across all platforms worldwide. It is
for this reason that Lucida Sans Unicode is ourstandard font for correspondence templates(imprint) and online body copy.
Lucida Sans Unicode is available in a range of
weights and italics from regular to bold.
In operating countries using languages notcovered by Lucida Sans Unicode alternative
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

Lucida Regular
Lucida Italic
Lucida Bold
Lucida Bold Italic

HEINEKEN Visual Identity Guidelines | Version 2.1

TYPEFACE ALTERNATIVES FOR LANGUAGESNOT COVERED BY LUCIDA SANS Unicode
LANGUAGE

FONT FAMILY

ArabicChineseJapanese
KoreanThai
Davanagari

AkhbarDF Hei
TB Gothic
HY Gothic
UPC Browallia
ITR Mitra

Each of the recommended alternative typefaces
are readily available for purchase from typefoundry Agfa Monotype: www.monotype.com.

Design resources | Typography 22

Dont’s Avoid the following when using typography

Our yearin review
Do Not use fonts other than those specified in the visual
identity guidelines.

Annual Report

2011

Do Not use HEINEKEN Curve in corporate applications.

Centered text

Volut es molessim sus et, nullese quamus
ionseni quid endaepero qui dolupta vidempo
riasped mod qui ventionse volum

Right ranging text

Qui dolorer feribus rem rempost eum quatio.
Invenda epedia disquate conectur,
nulparum que est et ut dolorero ea ex erferi?
Do Not centre or range right headlines or body copy.
Headlines and body copy should always range left.

HEINEKEN Visual Identity Guidelines | Version 2.1

Brewing a
Better Future
Do Not use different colours from those specified
in headlines.

Our yearin review
Annual Report 2011

Do Not use Lucida in corporate brochure or editorial
printed applications.

Headline

Volut es molessim sus et, nullese
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 for body copy. Body copy
should always be set in HEINEKEN Core.

Do Not use too many colours in your typography.

a
g
n
i
re
w
u
e
t
r
B
Fu
r
e
t
t
e
B
Do Not place typography on angles.

Do Not use effects such as outlines or drop shadowsin typography.

Design resources | Logo 23

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

HEINEKEN Visual Identity Guidelines | Version 2.1

Supporting elements
Flow background

The flow background has been designed tocreate ambient backgrounds for expressive
layout designs. It includes an area of white forplacement of the logo.

Full height
Portrait

2/3 Height
Portrait

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 backgroundmaster artworks have been created to fit mostcommon formats.

1/3 Height
PortraitPrimarily used in it’s green version it is alsoavailable in red or blue for exceptional usage inmarkets where green is not the most recognisable
colour of HEINEKEN owned brands i.e. Spain andUnited Kingdom.
The flow background may be positioned fromthe left or the right as shown in the examples on
this page.

Full heightLandscape2/3 HeightLandscape1/3 HeightLandscape

Full width bannerWhite area at left can be extended to allow placement of logo.

Alternative versions
The flow background has also been recreated in red andblue 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.

Main Entrance

Parking Visitors

Deliveries
Parking Company

2/3 Height green flow background
Applied left to annual report covergreen flow background banner
Applied to public affairs newsletter

Resizing flow backgrounds
The flow background has been created in a rangeof formats to cover most applications. It may
be necessary to adjust the sizing of it to fit yourdesign. In this instance we recommend you startwith the closest version to your output format andscale the flow background to fit.
An area of white is incorporated into the artwork
to allow for this.

Full height green flow background
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 asa range of coloured backgrounds.

2/3 Height red flow background
Reception backwall

HEINEKEN Visual Identity Guidelines | Version 2.1

Full height blue flow background
Applied rotated 90˚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 theserif detail found in the ‘H’ and the ‘N’ of the
HEINEKEN logo.
Logo serif detailThis forms the basis of thedetailing found in the serif box
supporting element.

One part serif box
Used for text boxes ineditorial publications
and annual reports.

Two part serif box
Used for statistical andcontents information.

Left hand page serif box
Serif detail points righttowards the spine.

Right hand page serif box
Serif detail points left
towards the spine.

Application examples
The beer market

Content

Bitia quam recus ipisciis dem
8.7 ntibus, soluptat incient
81 Fere latasi repella borrovides
esequae ctatum
Arume nimendi: Dolupta, Endit
Nienecte Dolupta, Ipisciis, Labo
Lacide, Que Odia, Dolupta,
Facea, Eatem, Santem.

Market dynamics

HEINEKEN Visual Identity Guidelines | Version 2.1

Archivebottle 48%

pet 0%

can 20%keg 32%On trade 48.7%

O trade 51.3%

2. Statistical information serif box
Two part serif box in white with
heineken Green serif detail.
Can be ranged left or right dependingon position within a publication spread.

The beer market
Bitia quam recus ipisciis dem
8.7 ntibus, soluptat incient

Hitting the Headlines
In this Edition...andComing Soon

81 Fere latasi repella borrovides
esequae ctatum

Annual Results Week
A Look Behind the Scenes

Arume nimendi: Dolupta, Endit
Nienecte Dolupta, Ipisciis, Labo
Lacide, Que Odia, Dolupta,
Facea, Eatem, Santem.

Sponsorship
Liquid Gold at the Olympics
Winning ThroughInnovation
Top-line Growth

Pack types

1. Editorial serif text box
Has no serif infill. Can be recoloured inany of the secondary palette colours.
Can be ranged left or right dependingon position within a page.

WelcomeCover
A Winning Start!

Brand Building Awards
And the Winners are...
Going Digital
Winning Campaign Makes‘Big’ Entrance

4. green information serif box
Two part serif box in heineken
Corporate Green with heineken
Light Green serif detail.
Can be ranged left or right depending
on position within a publication spread.

3. Spark contents serif box
Two part serif box in white withheineken Green serif detail.
Can be ranged left or right dependingon position within a publication spread.

Usage
In application a serif box may be used ranged leftor right dependent on whether it is placed on acover or inside a spread.
Different type of serif box
In usage the one part serif box we differentiate
two types: should be used primarily for text
in editorial application and annual reporting(example 1) whilst the two part serif box is used
to carry statistical or contents information (seeexamples 2-4) across all publications.
• Covers
On covers the serif must point away from thespine if the box is placed in the left half of thepage. If the box is placed in the right half of thepage the serif points towards the spine.
• Inside spreads
The serif should always point towards the spine.
For left hand pages the serif must point right tothe spine, on right hand pages the serif must
point left to the spine.
• Web / digital
For web and digital applications with single pages
the serif must always point to the left.

Design resources | Supporting elements 27

Supporting elements

Examples of HEINEKEN charts and graphs

Graphs and charts

Revenue and profit
In millions of EUR

Revenue
Results from operating activities
Results from operating activities (beia)
as % of revenue
as % of total assets
EBITDA/net interest expenses
Net profit
2010 Performance highlights
Net
profit(beia)
Solid contributionof TCM
Strong 19.7% organic increase in net profit (beia)
Europe contributed 90%
as % of equity attributable to
2010
2009
Group beer volume
192.3
159.1
Others equity holders of the Company
18%
Consolidated beer volume
145.9
125.2
Dividend proposedSupply Chain
Revenue
16,133
14,701
EBIT (beia)
2,608
2,095
as % of net profit 35%

Financials
Revenue€7,894 million

16,133
2,283

1,436
1,445
ChangeOrganic change

+21%
+17%

-1.7%
-3.1%

(mhl/ €m)

EBIT

€768 million
EBIT (beia)€904 million
Consolidated beer volume

45.4 million hectolitres
Consolidated beer volume as % of Group

Wholesale22%

31.1 per cent

HEINEKEN volume in premium segment

7.4 million hectolitres

Commerce
25%

1,055
1,018

+37%
+41%

+19.7%

Free operating cash flow
Net Debt/ EBITDA (beia) ratio

1,993
2.2x*

1,741
2.6x

+14%

Diluted EPS (beia) in €

2.56

2.15

+19%

Emerging markets represent 57% of EBIT (beia)

45

2 0 10

32.53

2.500

30
2.000

1.5

Undisclosed

20.5

18.9

100.0

100.0

1.0

Source: Capital Precision
Based on best estimate January 2011

0

500
0
2000

2001

2002

2003

share price range

Borum as et et aut imporis

year-end priceLorem ipsum dolor

Average trade in 2010:

HEINEKEN Visual Identity Guidelines | Version 2.1

2010

1.5

2009

49.3

1.3

Domestic and foreign retail

2007

47.0

Rest of the world

1.000

2008

North America

1.500

20

2005

7.5

2006

9.8

2003

Rest of Europe

25

2004

4.6
17.2

2001

2009

5.8
14.1

2002

2 010
United Kingdom/Ireland

Colour paletteColours from the HEINEKEN primary andsecondary palettes are used in charts and graphs
in the following order:* Please note an exception to this rule. In the

3.000

35

Netherlands

Follow this system carefully and you willconsistency design HEINEKEN aligned charts andgraphs.

3.500

40

2 0 09To help you we have created a three step systemfor creating simple charts and graphs. All use thesame typographic elements and a shared colour
palette.

1 n Heineken Green2 n Heineken Light Green
3 n Heineken Corporate Green
4 n Heineken Golden Yellow
5 n Heineken Orange
6 n Heineken Aqua Blue
7 n Heineken Ultraviolet

Transformed emerging market exposure

In EUR, Euronext AmsterdamShareIn eurosEuronext Amsterdam after restatement for share split

-2.2%
+8.6%

1,445
1,436

*Including FEMSA Cerveza on a 12-month basis

Heineken N.V. share priceHeineken Holding N.V. share price

+9.7%
+25%

Net profit (beia)
Net profit

Overview
HEINEKEN charts and graphs should reflect thevisual identity to maintain consistency throughall communication. When incorporating graphics
into designs always use recognisable HEINEKEN
elements that have been created to do this.

2004

2005

2006

2007

2008

2009

case of maps the secondary colour palette isused for increased legibility to differentiate
territories and regions. Colours from the primary
palette should not be used in maps as they will
dominate and confuse the information being
conveyed.

193,315 shares per day

Design resources | Supporting elements 28

Supporting elements
1. Plain (no background)

2. With a serif keyline

3. In a box with a serif detail

Financials

Financials

Financials

Share distribution
comparison year-on-year
Heineken Holding N.V. shares*

Share distribution
comparison year-on-year
Heineken Holding N.V. shares*

Share distribution
comparison year-on-year
Heineken Holding N.V. shares*

Based on Free float (excluding the holding of L’Arche
Green N.V. and FEMSA in Heineken Holding N.V.)

Based on Free float (excluding the holding of L’Arche
Green N.V. and FEMSA in Heineken Holding N.V.)

Based on Free float (excluding the holding of L’Arche
Green N.V. and FEMSA in Heineken Holding N.V.)

Based on 99.3 million shares in free float

Based on 99.3 million shares in free float

North America

47.0%

UK/Ireland

14.1%
5.8%

Netherlands

5.8%

Rest of Europe (ex. Netherlands)

5.8%

Rest of the world

1.3%

Domestic and foreign retail

5.8%

Undisclosed

20.5%* Source: Capital Precision, based on best estimate
January 2011.

Based on 99.3 million shares in free float

North America

47.0%North America

47.0%

UK/Ireland

14.1%

UK/Ireland

14.1%

5.8%

Netherlands

5.8%

Rest of Europe (ex. Netherlands)

5.8%

Rest of the world

1.3%

Domestic and foreign retail

5.8%

Undisclosed

20.5%* Source: Capital Precision, based on best estimate
January 2011.

5.8%

Netherlands

5.8%

Rest of Europe (ex. Netherlands)

5.8%

Rest of the world

1.3%

Domestic and foreign retail

5.8%

Undisclosed

20.5%* Source: Capital Precision, based on best estimate
January 2011.

Graphs and charts

Three step system
When creating HEINEKEN charts and graphs think
first about the complexity of the information
you are delivering and the application you are
applying it to. We have established three levelsof graphic style to form the basis of any chart orgraph. Choose the appropriate base style eachtime you start a design.
1. Plain background
For applications where simple, direct informationdelivery is necessary i.e. PowerPoint all charts andgraphs are formed from the designated colour
palette and fonts.
2. With a serif keyline
For applications where more detail can be applied
i.e. corporate printed materials a serif keyline may
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 detailFor applications where emphasis is placed uponcertain information a chart or graph may becontained inside the box device.
Coloured to simulate silver the box shape isdetailed 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

16,133
2,283
2,415
15.0
9.1
7.3
1,436
1,445

14,701
1,630
1,968
13.4
9.8
5.2
1,018
1,055

14,319
1,182
181
1.3
0.9
6.0
209
1,013

11,245
1,364
1,642
14.6
13.7
22.6
807
1,119

10,556
1,637
1,391
13.2
11.6
19.7
1,211
930

14.1
438
30.5

19.7
318
31.2

22.7
304
145.5

20.7
343
42.5

18.6
294
24.3

4.61
2.6
0.76

4.87
2.16
0.65

3.39
2.07
0.62

3.12
2.28
0.70

3.55
1.90
0.60

18.19

10.95

9.14

11.04

10.23

3,548
(891)
2,657
(664)
1,993
257
(483)
(1,689)
79

3,029
(650)
2,379
(638)
1,741
(149)
(392)
(1,445)
(245)

2,168
(508)
1,660
(1,110)550(3,634)
(485)
3,794
225

1,945
(416)
1,529
(866)
663
(259)
(417)
(214)
(227)

2,164
(498)
1,666
(612)
1,054
(14)
(268)
(381)
391

126.4%

147.7%

47.8%

53.4%

103.7%

2.27

2.62

3.28

0.73

0.83

Usage principles
Wherever possible all text within tables and chartsshould be set in HEINEKEN Core. When this is
not possible for instance in web or PowerPoint
applications, default to Lucida Sans Unicode.

Revenue and profit
In millions of EUR

Revenue
Results from operating activities
Results from operating activities (beia)
as % of revenue
as % of total assets
EBITDA/net interest expenses
Net profit
Net profit (beia)
as % of equity attributable toequity holders of the Company
Dividend proposed
as % of net profit

When designing complex tables and charts try tokeep the overall styling simple. Use Heineken
Green for headlines, 100% black for subheads anda 45% tint of black for body copy. Section divider
keylines should be in Heineken Green whilst
line break keylines should be made of a dotteddiamond shaped line in a 45% tint of black.

Per share of EUR1.60
In millions of EUR

Cash flow from operating activities
Net profit (beia)
Dividend proposed
Equity attributable to equity holders of the Company including the effectof the ASDI
Cash flow statement
In millions of EUR

Cash flow from operations
Cash flow used for interest, dividend and income tax
Cash flow from operating activities
Cash flow from operational investing activities
Free operating cash flow
Cash flow used for acquisitions and disposals
Dividend paid
Cash flow from/(used in) financing activities, excluding dividend
Net cash flow
Cash conversion ratio
Table
With diamond line device
Financing ratios
Net debt/EBITDA (beia)

2010 Performance highlights

Financials

Strong 19.7% organic increase in net profit (beia)
2010
192.3
145.9

2009
159.1
125.2

ChangeOrganic changeGroup beer volume
Consolidated beer volume

+21%
+17%

-1.7%
-3.1%

Revenue
EBIT (beia)

16,133
2,608

14,701
2,095

+9.7%
+25%

-2.2%
+8.6%

Net profit (beia)
Net profit

1,445
1,436

1,055
1,018

+37%
+41%

+19.7%

Free operating cash flow
Net Debt/ EBITDA (beia) ratio

1,993
2.2x*

1,741
2.6x

+14%

Diluted EPS (beia) in €

2.56

2.15

+19%

(mhl/ €m)

*Including FEMSA Cerveza on a 12-month basis

Detail of table showing diamond line device

Revenue€7,894 million
EBIT€768 million
EBIT (beia)€904 million
Consolidated beer volume

45.4 million hectolitres
Consolidated beer volume as % of Group31.1 per cent

HEINEKEN volume in premium segment

7.4 million hectolitres
Table Serif detail box version

HEINEKEN Visual Identity Guidelines | Version 2.1

Textbox Serif detail box version

Design resources | Supporting elements 30

Supporting elements
Heineken Holding N.V. share price

Solid contribution of TCM

Transformed emerging market exposure

In EUR, Euronext Amsterdam

Europe contributed 90%
Others18%
Supply Chain
35%

Emerging markets represent 57% of EBIT (beia)

2010

32.53

2009

29.24

2008

20.41

2007

38.73

2006

30.80
0

Wholesale
22%

10

20

30

40

Graphs and organograms

3.500

Usage principles
Wherever possible all text within graphs andorganograms should be set in HEINEKEN Core.
When this is not possible, for instance in web orPowerPoint applications, default to Lucida Sans
Unicode.

3.000
2.500
2.000

50

1.500

Share price range
1.000

Year-end price
Average trade in 2010: 193,315 shares per day

500

Commerce
25%

0
2000

2001

2002

2003

2004

2005

2006

Borum as et et aut imporis
Lorem ipsum dolor
Ut ad quiaspernati to bla vel modis explaccatur
Borum as et et aut imporis
Lorem ipsum dolor

Pie Chart Serif detail box version

Bar Chart Serif keyline version

Heineken Holding N.V. share price

Bar Chart Serif keyline version

Heineken N.V. share price

In eurosEuronext Amsterdam after restatement for share split

In euros, Euronext AmsterdamShare
45

201 0

40
200 9

35
32.53
30

Domestic and foreign retail

1.5

1.5

Undisclosed

20.5

18.9

100.0

100.0

Source: Capital Precision
Based on best estimate January 2011

2009

When designing complex graphs and organograms try to keep the overall styling simple.
Try to maintain consistent line weights and typesizes across all graphs and organograms withina publication. This will give a sophisticatedappearance and aid readability of the document.
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)’,• with a serif keyline• ‘in a box with serif detail’.
‘Plain (no background)’ charts and tables should
be used for general statistics, ‘with a serif keyline’
version for secondary importance statistics. ‘In a
box with serif detail’ should be used for primary
importance statistical information.
note The examples shown here are intended
to be used as design references only. Content isunverified or fake.

20
0
2010

1.0

2009

49.3

1.3

2007

47.0

Rest of the world

2008

North America

2008

25

2005

7.5

2006

9.8

2003

17.2

Rest of Europe

2004

4.6

14.1

2001

2009

5.8

United Kingdom/Ireland

2002

2 010
Netherlands

2007

share price range
year-end price

Average trade in 2010:

Bar Chart Serif keyline version

HEINEKEN Visual Identity Guidelines | Version 2.1

193,315 shares per day

Bar & Line Chart Serif detail box version

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
region. The green flow background is the primary usage
version for most HEINEKEN OpCo’s.

Do Not choose the wrong format size as the basis for adesign when using the flow background. Always choose
the size format closest to the design you are creating.

Do Not recolour or recreate the flow background.

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, StellaWestmalle, Belle Vue, Lindemans,
Duvel, Palm, Maredsous

Do Not place serif boxes inside a spread with the serif
pointing away from the spine of the publication.

Do Not recolour serif boxes with any colour other thanthose from the primary or secondary colour palettes.

Heineken Holding N.V. share price
In eurosEuronext Amsterdam after restatement for share split

Others18%

201 0

Supply Chain
35%
Wholesale
22%

200 9

2 010

2009

Netherlands

5.8

4.6

United Kingdom/Ireland

14.1

17.2

Rest of Europe

9.8

7.5

Do Not useNorth
randomAlwaysAmerica colours for graphs and47.0charts. 49.3
Rest of thecolourworld
1.3 consistency.
1.0
use the specified
palette to maintain
Domestic and foreign retail

1.5

1.5

Undisclosed

20.5

18.9

100.0

100.0

HEINEKEN Visual Identity Guidelines | Version 2.1

Do Not scale the serif box disproportionally with thetype sizes it contains. The serif detail is intended to be adiscrete, refined element.

Commerce
25%

Do Not create 3D graphs and charts. Use the styles laidout in these guidelines.

Do Not use the primary colour palette in maps.

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 theenjoyment of HEINEKEN brands and experiences.
Carefully consideredphotography brings
another dimension to ourcompany visual identity.
This section outlines the typeof photography we shoulduse, how to treat stock
photography and how tocommission new imagery.

HEINEKEN Visual Identity Guidelines | Version 2.1

Photography

Categories

When using photography we differentiate into
two categories: people and product.

People photography
Images should reflect at least
two of the following:• Sociability• Interaction• Enjoyment• With product• ‘Real’ people
note All portrayed people on all
heinEken imagery should be
and appear over 25 years of age.

Product photography
Images should reflect at least
two of the following:• Expertise• Quality• PrideHEINEKEN Visual Identity Guidelines | Version 2.1

People photography
Our people photography reflects real people oflegal drinking age in real situations, enjoying
our products. These are the primary source ofphotography imagery and as such should play a
prominent role in communication designs.
Product photography
Product photography reflects the wide anddiverse portfolio of brands within the HEINEKEN
company and the quality ingredients that go into
our products.
These images should be used in conjunction withpeople photography.
The type of photography we use in communication should always be of the highest quality.
Poor quality imagery does not reflect well on ourcompany. Of course all photography must be inline with the HEINEKEN Rules on
Responsible Commercial Communication.

Design resources | Photography 34

Photography

Cutout photography

Cutout photography - examples

A simple direct approach to photography uses
cutout objects and people on a white background.
This approach allows us to maintain a balance ofwhite 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 inapplication. The downside is that this typeof imagery can also be less imaginative anddynamic than custom shot material. By carefully
cropping into a photograph we can use stock
imagery more effectively to communicate aparticular message.
Commissioning photography
If you are custom shooting or commissioning
photography please use the checklist beside eachcategory as a guide to achieve the correct type ofimage. Always look to create a shot with a uniqueperspective 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 inshooting the specific type of image you areaiming to capture. In most cases, a photographer
specialised in a certain area i.e. portrait or
products, will produce higher quality images thana generalist.

Cropping photography
Crop closely into a stock image to createemphasis. Red keyline indicates new crop of
an existing image.

Please ensure you purchase full usage andcopyrights for an indefinite period, so HEINEKEN
is the owner of the photographs.
For further help with choosing aphotographer for a specific commission
contact your local professional
photography organisation or your local
Corporate Relations Team.
Here are a list of just a few worldwide:

EuropeFep - European Federation of
Professional Photographers
Spastraat 8
B - 1000 Brussels
Belgiumwww.europeanphotographers.eu
Uk
The Association of Photographers
81 Leonard street
London ec2a 4qs
general@aophoto.co.uk
www.aophoto.co.uk

HEINEKEN Visual Identity Guidelines | Version 2.1

Usa
Professional photographers of America
229 Peachtree st. Ne, suite 2200
Atlanta, ga 30303
csc@ppa.com
www.ppa.com
Worldwide
www.photolinks.com
http://www.photolinks.com/directory.html

Design resources | Photography 36

Dont’s Avoid the following when using the photography

Do Not use imagery of insufficient resolution for yourdesign application.

Do Not treat imagery with gimmicky effects.

Do Not use unsharp imagery.

Do Not use black and white photography unless printing
in your design application in black and white.

Do Not use cliché stock imagery.

Do Not use poorly lit imagery.

Do Not use uninteresting crops or compositions.

Do Not use images of people who appear to be under theage of 25 as per the Rules on Responsible Commercial
communication.

Do Not show people drinking irresponsibly.

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 essentialthat our stationery is always consistentand of high quality.
This section introduces
the printed items andoutlines the availability
and usage of templates.

HEINEKEN Visual Identity Guidelines | Version 2.1er
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Overview

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vel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit.

Legal entity

Tweede Weteringplantsoen 21
1017 ZD Amsterdam

Hanwei Yang Institute

The Netherlands

Development Department

T +31 (0)20 523 97 77

Attn. Mr. k. Verger
P.O. Box 71116

John DoeThe Netherlands

E johannes.emmanualdoe@

1008 BC Amsterdam

Group Corporate Relations

europeAddress over 8 lines, Lucida Sans 7.5 on 12 pt
Personal & confidential

heineken.com

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. Ectevel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit prat.

H2 - Middle header Luc bold 11 pt
Possibly in two or more lines

Quissenis num Quissenis num acillam, sed ea amconse tie molobore dui bla feugueratie veliqua tionsed del nonsed moluptat. Tem irit iliquam volore tat ullan vullam, quat.
H3 - Small header Luc bold 9 pt
Possibly in two or more lines

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� first level bullets text■

T +31 (0)20 123 45 67

second level bullets text�third level bullets text

fourth level bullets text�M +31 (0)6 1234 5678

fifth level bullets text■

F +31 (0)20 123 45 78

sixth level bullets text�seventh level bullets text�eighth level bullets text■�ninth level bullets text

Quissenis num acillam, sed ea amconse tie molobore dui bla feugueratie veliqua tionsed delfaccumsan eumsan heniscin heniscil illan ex ea feuiscilla am aci eu feugait lut wisl in vullup-

16 August 2011

tat landre con vullamet vulluptatie conseni ssisi. Pudae con plandaecae. It aut ut errore
1.
2.

Subject
Reference

A new corporate identity

BDRF.03.DEV.2013

3.
4.
a.
b.
c.

first level numbered bullets text

second level numbered bullets text
third level numbered bullets text

fourth level numbered bullets text
fifth level numbered bullets text
sixt level numbered bullets text

seventh level numbered bullets text

25a. eight level numbered bullets text

25b. ninth level numbered bullets text

Dear Mister Chan,

We have developed a basic set of the most usedstationery items:• Letter A4 and US letter• Business card
• Continuation page
• Envelopes C4, C5, DL, EA4, EA5 and report• With compliments card
• Address stickers
Paper stock
We recommend ‘ON Business’ (250 GSM forbusiness cards, 90 GSM for letter); a wood-free
preprint and copier paper available in a wide
range of weights and matching envelopes.

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-

luptatie conseni ssisi. Pudae con plandaecae. It aut ut errore

Page 2 of 2

Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nullutpat. Ectevel ipit utat. Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nul-Continuation sheet

lutpat. Ecte vel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit prat

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.

It has a high white tint – CIE 168 – and a highstiffness and stability. It has a high opacity andlow transparency on a non-printed back.
‘ON Business’ is a pan-European brand, available
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

Envelopes
With sender’s address
and pattern inside

faccumsan eumsan heniscin heniscil illan ex ea feuiscilla am aci eu feugait lut wisl in vulluptat 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. Ectevel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit prat atis nulla

lan hen nonsed moluptat. Tem irit iliquam volore tat ullan vullam, quat. Tatem velit veraesendignisit dreetue estrud tat dolore facincilla feuismo faccum exerit lorem eliquisi.
Kind regards,

If this brand is not available in your market,
please ask your paper supplier or printer to selecta paper type that matches the above criteria
and/or request for a paper sample to be sent toyou by Global Corporate Relations.

John Doe

Visual Identity Manager
Global Corporate Relations
HEINEKEN International

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.
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 asnem volupit inullor eperio. Ut eture porectotatia doluptatur simagnistrum reculpa ribusa comnis duciur alique volestiaspid quam aut repudam rem sit ut escim con consercidmoloreheni utatect emporest dolutaque sanist, id etume vole ex eaqui dolupiendit dolectem ducia preheniam

E john.doe@heineken.com
T +31 (0)20 523 12 34
M +31 (0)6 12 34 12 34
F +31 (0)20 123 45 67
Tweede Weteringplantsoen 21, 1017 ZD Amsterdam
P.O. Box 28, 1000 AA Amsterdam, The Netherlands

Business card

Page 1 of 2

LetterPrinted 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

HEINEKEN corporate logo

Legal entity

Tweede Weteringplantsoen 21
Hanwei Yang Institute

Development Department

Address

Attn. Mr. k. Verger

1017 ZD Amsterdam
The Netherlands

T +31 (0)20 523 97 77

P.O. Box 71116

John DoeThe Netherlands

E johannes.emmanualdoe@

1008 BC Amsterdam
europeAddress over 8 lines, Lucida Sans 7.5 on 12 pt
Personal & confidential

Group Corporate Relations
heineken.com

T +31 (0)20 123 45 67
M +31 (0)6 1234 5678

F +31 (0)20 123 45 78

16 August 2011

Grid of 14 pts

Subject
Reference

Salutation and bodytext

A new corporate identity

BDRF.03.DEV.2013

Dear Mister Chan,
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-

luptatie conseni ssisi. Pudae con plandaecae. It aut ut errore

Magna con ut vullaore diat adionse ctetuerit num nis nim nim iustio commy nullutpat. Ectevel ipit utat. 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 prat

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.
Subheader

Quissenis num acillam, sed ea amconse tie molobore dui bla feugueratie veliqua tionsed delfaccumsan eumsan heniscin heniscil illan ex ea feuiscilla am aci eu feugait lut wisl in vulluptat 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. Ectevel ipit utat. Ut la amcorem deliquipsum init praesecte vel ut la feum zzrit prat atis nulla

lan hen nonsed moluptat. Tem irit iliquam volore tat ullan vullam, quat. Tatem velit veraesendignisit dreetue estrud tat dolore facincilla feuismo faccum exerit lorem eliquisi.
Kind regards,

Sender’s address

We have developed a range of correspondence
templates to cover our basic communicationneeds. This page shows some of the basic
principles that our new templates are based on.
These templates are ready to use and install to
your local IT environment via our HEINEKEN MS
Office Tool. If you have specific needs or requests
regarding these correspondence templates,
please contact Global Corporate Relations.
Templates• Letter A4 & US letter• Invoice A4 & US letter• Fax A4 & US letter• Memo A4 & US letter• Blank A4 & US letter• Route description A4 & US letter
Typography
The typography used for imprinting the text is
Lucida Sans Unicode.
Margins
The HEINEKEN stationery imprint is based on aline spacing grid of 14 pts.
The HEINEKEN logo is pre-printed on the sheets.
Each document contains a first page andcontinuation pages, which have a smaller logo.

John Doe

Visual Identity Manager

Legal text
& page number

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 asnem volupit inullor eperio. Ut eture porectotatia doluptatur simagnistrum reculpa ribusa comnis duciur alique volestiaspid quam aut repudam rem sit ut escim con consercidmoloreheni 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 | Stationery 40

Stationery
Envelopes

All HEINEKEN envelopes have been developedwith 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 otherelements are mandatory.
The recreation or adaptation of these elements is
not allowed. The following envelopes have beendeveloped:

P.O. Box 123, 1000 AA Amsterdam, The Netherlands• 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• Envelope Report 260 x 370 mm

Envelopes
Envelopes come withwindows and without

Possibility to put yourreturn address

HEINEKEN Visual Identity Guidelines | Version 2.1

Artwork is available for theinside of envelopes

Design resources | Stationery 41

Stationery

Business card

A standard grid has been developed. Please use
the instructions and artwork.

John DoeIn case a job title is too long to fit in the prescribedarea, you may abbreviate it.
For example:‘Executive Director Global Tax & Financial Markets’
becomes:‘Exec. Dir. Global Tax & Financial Markets’

Visual Identity Manager
Global Corporate Relations
HEINEKEN International
E john.doe@heineken.com
T +31 (0)20 523 12 34
M +31 (0)6 12 34 12 34
F +31 (0)20 123 45 67

In case a name is too long, abbreviate the first
name. For example:‘Robin Hoytema van Konijnenburg’to:‘R. Hoytema van Konijnenburg’.

Tweede Weteringplantsoen 21, 1017 ZD Amsterdam
P.O. Box 28, 1000 AA Amsterdam, The Netherlands

Business card
Front and optional backside

HEINEKEN Spark logo
Name, function
and department
Company name in
HEINEKEN Corporate Green
Email, telephone,mobile and fax
contact details
Address

HEINEKEN Visual Identity Guidelines | Version 2.1

John Doe

Visual Identity Manager
Global Corporate Relations
HEINEKEN International

Vertical grid is basedon 2.75 pt line spacing

E john.doe@heineken.com
T +31 (0)20 523 12 34
M +31 (0)6 12 34 12 34
F +31 (0)20 123 45 67
Tweede Weteringplantsoen 21, 1017 ZD Amsterdam
P.O. Box 28, 1000 AA Amsterdam, The Netherlands

Design resources | Stationery 42

Stationery

Business card backOn the back of our business cards, we havedeveloped the following guidelines.

Джон Доу

Візуальний Identity ManagerГрупа з корпоративних відносинHEINEKEN International

Always use one of the options as shown here:• No background• Local territory language version•	Your (main) brand logo(s)E john.doe@heineken.com
T +31 (0)20 523 12 34
M +31 (0)6 12 34 12 34
Ф +31 (0)20 123 45 67
Tweede Weteringplantsoen 21, 1017 ZD Амстердам
Грошовий переказ ящик 28, 1000 AA Амстердам, Нідерланди

Logo
When applying your brand logos, adhere to thegrid as shown, and apply no more than 10 logos.

No backgroundL ocal territory language version on card back.
Example shown for the Russian market.

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 PowerPoint presentation templates are used everyday.
They must visually express HEINEKEN in a
professional and sophisticated way. These templates
have been designed so that you can input yourmessage easily and create high quality presentations.
This section introduces thePowerPoint template andoutlines the usage principles.

Brewing a
Better Future
Amsterdam, June 2011

CONFIDENTIAL | John Doe | 21st June 2011

HEINEKEN Visual Identity Guidelines | Version 2.1

Powerpoint template

Overview 4:3
Main heading set in 22pt bold

Subheading◆ Aliquam auctor nulla quis egestas Mauris sodales eget sem
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.

Subtitle Lucida Sans Regular 18 pt blackon max. 2 lines

Subtitle Lucida Sans Regular 18 pt blackon max. 2 lines

HEINEKEN Legal Entity

CONFIDENTIAL | Source name | Date

Page subhead set in 18pt Regular

Chapter Title Heading
Lucida Sans Bold 28 pt

Heading Lucida Sans Bold 28 pt
HEINEKEN Green24

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
Ellentesque habitant velit sit
morbi tristique senectus et netus
et malesuadafames ac turpis
egestas nunc dolor justo.
Pharetra vitae euismod
condimentum lart aliquam auctor
nulla quis egestas.

Subheading
Ellentesque habitant velit sit
morbi tristique senectus et netus
et malesuadafames ac turpis
egestas nunc dolor justo.
Pharetra vitae euismod
condimentum lart aliquam auctor
nulla quis egestas.

Subheading

Subheading

egestas nunc dolor justo. Pharetra vitae
euismod sit condimentum laoreet pretium

egestas nunc dolor justo. Pharetra vitae
euismod sit condimentum laoreet pretium

Aliquam auctor nulla quis egestas mauris

Aliquam auctor nulla quis egestas mauris

Mauriseget vitae purus tinci dunt
vel enim. Fusce id ac turpis nunc
dolor cursus ut.

Mauriseget vitae purus tinci dunt
vel enim. Fusce id ac turpis nunc
dolor cursus ut.

cursus ut ornare risus sodales. Ullamcorper
dui felis dapibus magna vitae tristique eros
velit sem vitae purus tincidunt sodales eu.

cursus ut ornare risus sodales. Ullamcorper
dui felis dapibus magna vitae tristique eros

24

Main heading set in 22pt bold

Main heading set in 22pt bold

Page subhead set in 18pt Regular

Page subhead set in 18pt RegularTransformed emerging market exposure
Emerging markets represent 57% of EBIT (beia)

3.000
2.500
2.000
1.500
1.000
500
0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Borum as et et aut imporis
Lorem ipsum dolor

Ut ad quiaspernati to bla vel modis explaccatur
Borum as et et aut imporis

eget sem vitae purus tincidunt sodales quis
vel vitae enim. Fusce gravida lorem id velit

eget sem vitae purus tincidunt sodales quis
vel vitae enim. Fusce gravida lorem id velit

24

3.500

Ellentesque habitant morbi tristique sen
ectus et netus et malesuadafames ac turpis

Ellentesque habitant morbi tristique sen
ectus et netus et malesuadafames ac turpis

24◆ Lorem ipsum dolor sit amet consectetur◆ Cras fermentum velit sed commodo◆ Aenean dapibus orci eu molestie sem◆ Donec eget magna vitae:■ Maecenas laoreet justo in urna sodales
luctus nisi elit fringilla mi nibhpharetra auctor sed sed nunc
■ Sed viverra eros ac erat congue eget
ultrices dui rhoncus. Aenean dapibus orci
eu molestie aliquet, nisi elit fringilla miin aliquet augue ligula ac erat

◆ Lorem ipsum dolor sit amet consectetur◆ Cras fermentum velit sed commodo◆ Aenean dapibus orci eu molestie sem◆ Donec eget magna vitae:■ Maecenas laoreet justo in urna sodales
luctus nisi elit fringilla mi nibhpharetra auctor sed sed nunc
■ Sed viverra eros ac erat congue eget
ultrices dui rhoncus. Aenean dapibus orci
eu molestie aliquet, nisi elit fringilla miin aliquet augue ligula ac eratvelit sem vitae purus tincidunt sodales eu.

Regional split
Others and HQ 10%

Our PowerPoint template is available in both 4:3
and 16:9 formats to allow for presentations in
traditional or widescreen. The slides shown alluse of the green flow background but there areversions available in red and blue for markets
where green is not the predominant colour.
Content slides use a white background toensure maximum legibility. Title pages with theflow background may be used as is or with theaddition of cut-out photography. Do not apply
regular photographic imagery on top of the flow
background.
The bottom bar (footer) of the cover page allows
you to place information on the creator (person
or persons responsible for the presentation), dateand classification (Confidential).
The bottom bar of the template allows space for
OpCo’s brands in single colour as a 30% tint of
black. We recommend you place a maximum ofeight side to side and centered in height.
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
use a set hierarchy of colours from the primaryand secondary palettes. However, if you needto create further charts make sure your charts
always build from dark to light.

WesternEurope 51%

Central &EasternEurope 39%

Functional split

Others37%

Supply Chain
39%

Lorem ipsum dolor

Wholesale
7%

24

HEINEKEN Visual Identity Guidelines | Version 2.1

Commerce
17%

24

Guidelines | Powerpoint 45

Powerpoint template

Overview 16:9
Main heading set in 22pt bold

Subheading◆ Aliquam auctor nulla quis egestas Mauris sodales eget sem
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.

Subtitle Lucida Sans Regular 16 pt blackon max. 2 lines

Subtitle Lucida Sans Regular 16 pt blackon max. 2 lines

HEINEKEN Legal Entity

CONFIDENTIAL | Source name | Date

Page subhead set in 18pt Regular

Chapter Title Heading
Lucida Sans Bold 26 pt

Heading Lucida Sans Bold 26 pt
HEINEKEN Green24

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

malesuadafames ac turpis egestas
nunc dolor justo. Pharetra vitae

malesuadafames ac turpis egestas
nunc dolor justo. Pharetra vitae

nunc dolor justo. Pharetra vitae euismod sit
condimentum laoreet pretium Aliquam auctor

Ellentesque habitant morbi
tristique sen ectus et netus eteuismod sit condimentum laoreet
pretium Aliquam auctor nulla quis
egestas mauris eget sem vitae
purus tincidunt sodales quisvel

Ellentesque habitant morbi
tristique sen ectus et netus eteuismod sit condimentum laoreet
pretium Aliquam auctor nulla quis
egestas mauris eget sem vitae
purus tincidunt sodales quisvel

Ellentesque habitant morbi tristique sen ectus
et netus et malesuadafames ac turpis egestas

nulla quis egestas mauris eget sem vitae
purus tincidunt sodales quisvel vitae enim.

nulla quis egestas mauris eget sem vitae
purus tincidunt sodales quisvel vitae enim.

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

Emerging markets represent 57% of EBIT (beia)
3.500
3.000
2.500

500

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Borum as et et aut imporis
Lorem ipsum dolor

Ut ad quiaspernati to bla vel modis explaccatur
Borum as et et aut imporis

Fusce gravida lorem id velit cursus ut ornare
risus sodales. Ullamcorper dui felis dapibus

24◆ Lorem ipsum dolor sit amet consectetur◆ Cras fermentum velit sed commodo◆ Aenean dapibus orci eu molestie sem◆ Donec eget magna vitae:■ Maecenas laoreet justo in urna sodales
luctus nisi elit fringilla mi nibhpharetra auctor sed sed nunc
■ Sed viverra eros ac erat congue eget
ultrices dui rhoncus. Aenean dapibus orci
eu molestie aliquet, nisi elit fringilla miin aliquet augue ligula ac erat

Ellentesque habitant morbi tristique sen ectus
et netus et malesuadafames ac turpis egestas
condimentum laoreet pretium Aliquam auctor
nulla quis egestas mauris eget sem vitae
purus tincidunt sodales quisvel vitae enim.

1.500
1.000

0

Subheading

nunc dolor justo. Pharetra vitae euismod sit

2.000

nunc dolor justo. Pharetra vitae euismod sit
condimentum laoreet pretium Aliquam auctor

Fusce gravida lorem id velit cursus ut ornare
risus sodales. Ullamcorper dui felis dapibus

24

Transformed emerging market exposure

Subheading

Ellentesque habitant morbi tristique sen ectus
et netus et malesuadafames ac turpis egestas

Fusce gravida lorem id velit cursus ut ornare
risus sodales. Ullamcorper dui felis dapibus

Regional split
Others and HQ 10%

WesternEurope 51%

Central &EasternEurope 39%

Functional split

Others37%

Wholesale7%

Supply Chain
39%

Commerce
17%

Lorem ipsum dolor

24

HEINEKEN Visual Identity Guidelines | Version 2.1

24

Guidelines | Powerpoint 46

Dont’s Avoid the following when using the PowerPoint template

Growth in the Cider Market

HEINEKEN Nederland

Year on year growth in 2011

Brewing a
Better Future

Leaders inSponsorship

Amsterdam, June 2011

CONFIDENTIAL | John Doe | 21st June 2011

Do Not use the wrong flow background for your market.

14

Do Not use regular boxed photography on top of
the flow background.

Page title set in 22pt Bold
Page Sub-head set in 18pt Regular
Performance in 2010
Turpis egestas nunc dolor
justo. pharetra vitae sit condi
auctor nulla quis egestas sem
vitae purus tinci dunt sodales
quis vel enim.turpis egestas
nunc dolor justo. Pharetra
vitae euismod condimentum
lart aliquam auctor nulla quis.
Mauriseget vitae purus tinci
dunt vel enim. Fusce id ac
turpis nunc dolor cursus ut.
Et netus et malesuadafame
turpis egestas tristique ac.

Subheading in 18pt Bold
◆ Sub-section level 1. Large text 18pt regular.
◆ Sub-section level 1. Large text 18pt regular.
■ Sub-section level 2. Large text 18pt regular■ Sub-section level 2. Large text 18pt regular● Sub-section level 3. Large text 18pt regular● Sub-section level 3. Large text 18pt regular▪ Sub-section level 4. Large text 18pt regular▪ Sub-section level 4. Large text 18pt regular• Sub-section level 5. Large text 18pt regular• Sub-section level 5. Large text 18pt regular

HEINEKEN Visual Identity Guidelines | Version 2.1

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.

6Page Sub-head set in 18pt Regular

Do Not change the bullet points inside thepresentation template.

Ectus et netus et malesuadafames ac turpis
egestas nunc dolor justo. Pharetra vitae
euismod sit condimentum laoreet pretium

Across all entertainment
sectors in 2011

Page title set in 22pt Bold

15

Bulmers

Do Not use any other fonts than Lucida Sans Unicode
inside the template.

Sample chart layout set in 22pt Bold
Page Sub-head set in 18pt Regular

Performance in 2011
Turpis egestas nunc dolor
justo. pharetra vitae sit condi
auctor nulla quis egestas sem
vitae purus tinci dunt sodales
quis vel enim.turpis egestas
nunc dolor justo. Pharetra
vitae euismod condimentum
lart aliquam auctor nulla quis.
Mauriseget vitae purus tinci
dunt vel enim. Fusce id ac
turpis nunc dolor cursus ut.
Et netus et malesuadafame
turpis egestas tristique ac

15

Do Not use too much text on a slide.
Keep the content precise.

Chart headline 11pt Bold
Chart sub-head set in 8pt
3.500
3.000
2.500
2.000
1.500
1.000
500
0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Lucida Grande 6pt Regular
Lucida Grande 6pt Regular◆ Sub-section level 1. Small text 16pt regular.
◆ Sub-section level 1. Small text 16pt regular.
◆ Sub-section level 1. Small text 16pt regular.
◆ Sub-section level 1. Small text 16pt regular.
■ Sub-section level 2.
Small text 16pt regular■ Sub-section level 2.
Small text 16pt regular■ Sub-section level 2.
Small text 16pt regular■ Sub-section level 2.
■ Sub-section level 2.

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

14

Do Not recolour or change the order of colours set 
in the template.

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 themodular signage system,
special bespoke items andoutlines their usage principles.

HEINEKEN Visual Identity Guidelines | Version 2.1

Signage

Entrance

Main Entrance

Parking

Parking Visitors

Deliveries
Parking Company

We have created a modular system to work
across all of our sites worldwide. This system, forexternal and internal signage applications, sharesa common set of design elements to consistently
signpost a HEINEKEN location.
Usage principles
Our external signage system should in most
instances carry the HEINEKEN logo. Exceptions
may be made for site signs positioned near tologo branded totem signs and for parking signs.
The external modular signage system in most
instances carry the following visual identity
elements:

Entrance totem

Entrance sign

Entrance sign with directions

Site sign

Main Entrance

HEINEKEN Core Regular is used for all information
carried on signage.
Parking sign

Parking Visitors

Deliveries
Parking Company

1. The HEINEKEN logo
Positioned centrally on an area of white at the
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 theright hand side.

Facade sign
Parking sign

Site sign

HEINEKEN Visual Identity Guidelines | Version 2.1

Guidelines | Signage 49

Internal signage
Directors

Reception
CanteenRooms 1.01 - 1.24

Conference Room
Administration
Rooms 2.11 - 2.32

Rooms 3.11 - 3.32
Directors

4

Rooms 3.11 - 3.32

3Conference Room
Administration
Rooms 2.11 - 2.32

2

Reception
CanteenRooms 1.01 - 1.24

1

Rooms 1.11 - 1.32
Conference Room
Directional sign

Floor information sign

Directors

4

Rooms 3.11 - 3.32

3Conference Room
Administration
Rooms 2.11 - 2.32

2

Reception
CanteenRooms 1.01 - 1.24

1

Rooms 1.11 - 1.32
Conference RoomManagement

Directional sign

Floor information sign

Reception
CanteenConference Room

Modular system

Our internal signage system does not, in mostcases, carry the HEINEKEN logo. Exceptions
are made for welcome and directional signs
positioned close to the entrance of a location.
The internal modular signage system in most
instances carry the following visual identity
elements:
1. HEINEKEN logo
2. HEINEKEN Core typeface
3. Serif detail
Positioned in the top right hand corner.
4. The green flow background positioned on theright hand side.
HEINEKEN Core Regular is used for all information
carried on signage.

Administration
Directors
Rooms 1.11 - 1.32

Directional sign

Welcome totem

HEINEKEN Visual Identity Guidelines | Version 2.1

Welcome information totem

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

Floor sign

John Smith
Peter Jones
Alan Turner

2.07
Room signs

14:50:47

Digital room signJane Smith
Peter Bakker
Alana TurnerDavid Brown
Claire Green
Helen Roos
Frederick van Delft

2.03

In Attendence:

Toilets

Jane Smith
Peter Bakker
Alana TurnerDavid Brown
Claire Green
Helen Roos
Frederick van Delft

2.02

Toilets

Toilet signs

HEINEKEN Visual Identity Guidelines | Version 2.1

Guidelines | Signage 51

Special signage
ExamplesCustom 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
Backwall digital projection with debossed HEINEKEN logo.

Entrance decals

HEINEKEN Visual Identity Guidelines | Version 2.1

Exterior decals
Stainless steel door number with frosted window decal

Debossed floor signing

If any of these special signage applications
are appropriate for your location pleasecontact Global Corporate Relations directly forspecification information.

Debossed floor numbering

Guidelines | Signage 52

Signagex
2xx

Entrance

Parking• Care should be taken to minimise the amountof information carried on a sign. We should
aim to be direct and clear with all signage
communication.
• Letter sizes should be chosen dependent on the
optimum reading distance per sign. A letter size
legibility guide is shown on this page to act as astarting point for signage proposals. To ensurecomplete accuracy, however, it is recommended
that a site survey is undertaken to determine
optimum type sizes for each situation.

Rooms 1.11 - 1.32
Conference RoomManagement

2xType set in
HEINEKEN Core Regular
Printed TRESPA(High pressure laminate)

2xType set in
HEINEKEN Core Regular

Coloured TRESPA(High pressure laminate)

Usage principles

Printed DIBOND• Type should always left align to the ‘H’ of thelogo where it is present.
Using the HEINEKEN logo height as X the typearea below should start no less than 2X below
the logo exclusion area.
• When no logo is present, such as internalsignage, align the type to a margin equivalentof 2x the width of the green serif detail. Thismeasurement can also be used as a minimum
starting point from the top to apply type.

Side• The flow background should be applied to theright hand side of signage.
Always ensure that you allow enough whitearea in the signage for legibility of directional
information.

Front view

Letter Visibility Guide
LetterHeight (cm)

1

2

3

4

5

10

15

20

Maximum
Impact (m)

2.5

3

4

4.5

5

10

15

20

MaximumReadable (m)

5

8

11

15

30

50

60

100

The distances shown are based on type set upper and lower case in HEINEKEN Core Regularcoloured 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 beendorsed 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 thebuilding 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. tallthin signage formats; it is possible to rotate theendorsements 90˚ again placed below and to theright of the OpCo logo.
Always rotate the endorsement logo unit so thatthe star is at the top.

Welcome totem

HEINEKEN Visual Identity Guidelines | Version 2.1

Welcome pillar

Guidelines | Signage 54

Dont’s Avoid the following when using signage

MAIN ENTRANCEPARKING VISITORS

Rooms 1.11 - 1.32
Conference Room

DELIVERIESPARKING COMPANY
Do Not place the flow background in any other position
than the right edge on signage applications.

Do Not use typefaces other than HEINEKEN Core insignage applications. All text must be set in upper andlower case.

Do Not use any other colour than black for typein signage applications.

Do Not use a style of icon other than the one outlined inthese guidelines.

Do Not place the logo on any colour other than white.

Do Not rotate the logo other than at 90˚in signage applications.

Do Not use custom shapes or irregular formats formodular signage.

Do Not use single colour logo in modular
signage proposals.

Do Not make the ‘part of the Heineken Company’endorsement too large on OpCo signage.

Rooms 1.11 - 1.32
Conference Room

HEINEKEN Visual Identity Guidelines | Version 2.1

Guidelines | Signage 55

Publications
In our publications we use the full scope of ourcompany 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 represen­tation of our brand in our
publica­tions, including someexamples to inspire you.

HEINEKEN Visual Identity Guidelines | Version 2.1

Supporting Elements

Publications

Overview

In our publications, we use the full scope of ourvisual identity. From corporate publications where
we need a more formal look & feel – to editorial
publications where we can be more expressive.

The Italian job
Eortincing et nulluptatum alit atie
dionse tat nisim doloreriure eum

Flow background

dit acilit adit in vel do euguerostrud
minis nullaore duisit laore dolortionsed magna faccum dolum er sit
acin etuer sequipit alissim non velis
dit irit ad erosto conse essi.
Vullaor sectet velisl utpatie eugiatue
dolobortis dolenim alit augait enit ad
te conum venim volenim quam ipit
dolobore vel ullaorper si blan utatisi

Serif box

Revenue and profit
In millions of EUR

The beer market
Transformed emerging market exposure
Emerging markets represent 57% of EBIT (beia)

Bitia quam recus ipisciis dem
8.7 ntibus, soluptat incient

3.500
3.000
2.500

81 Fere latasi repella borrovides
esequae ctatum

2.000
1.500
1.000
500
0
2000

2001

2002

2003

2004

2005

2006

We have therefore developed a wide set of tools
to allow for optimal visual representation of ourcompany in our publications, including someexamples to inspire you.

2007

2008

2009

Borum as et et aut imporis
Lorem ipsum dolor

Graphs & charts

Arume nimendi: Dolupta, Endit
Nienecte Dolupta, Ipisciis, Labo
Lacide, Que Odia, Dolupta,
Facea, Eatem, Santem.

Financials
Revenue€7,894 million

Market dynamics

EBIT€768 million

Pack types
bottle 48%

pet 0%EBIT (beia)

can 20%keg 32%

Consolidated beer volume

On trade 48.7%

O trade 51.3%€904 million

Revenue
Results from operating activities
Results from operating activities (beia)
as % of revenue
as % of total assets
EBITDA/net interest expenses
Net profit
Net profit (beia)
as % of equity attributable toequity holders of the Company
Dividend proposed
as % of net profit

Supporting elements
Usage principles
Always use the serif detail strip to the left of thelogo (see page 32 for more information on this
supporting visual element). In case of a centeredwindow design, place the serif element on the left
outer edge of the screen.
The flow background is included in the top
banner, with its green core moving outwards fromthe right. Use the RGB flow banner artwork asavailable in the Design Resources section.

45.4 million hectolitres
Consolidated beer volume as % of Group31.1 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

A | Annual report

B | PA newsletter

Corporate publications
Editorial publications

C | OpCo booklet

Mandatory elements that should be included inevery design are:1 Logo2 Corporate colours
3 Corporate typeface(s)4 Supporting visual elements• Serif bar along the side across the spine• Flow (use as much as possible on covers)

D | World of HEINEKENHEINEKEN Visual Identity Guidelines | Version 2.1

Guidelines | Publications 58

Publications

Logo

Always include the HEINEKEN logo on each pageor spread.
Placement
The HEINEKEN logo is anchored top left including
a serif detail strip left of it. It can be placed eitherwith lots of space around it or in a lock up with theflow background in a designated header bar.

HEINEKEN logo | primary usage version

HEINEKEN logo top left | primary usage version

Exceptional use
The header for the magazine ‘World of HEINEKEN’
has been tailor made and should be seen as acustomised 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

Heineken

Heineken

Heineken

Heineken

Heineken

Heineken

Logo, continued
In some cases it’s too overpowering to havethe logo on each spread, like for instance in a
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.
This ‘written out version’ should appear in acolour 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 ormagazine, because of height restrictions.

Written out version

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

Corporate publications

HEINEKEN Core

Editorial publications

Typography

HEINEKEN Core

Typical paragraphs styles
Headings
A mix of HEINEKEN Core Bold Italic and
HEINEKEN Core Thin Italic(emphasis is bold italic)
48 pt median, 36 and 64 pt

HEINEKEN Curve
Only typeface

Publications

Primary & supporting typeface

Introduction
HEINEKEN Core Italic - indented
Colour HEINEKEN Light Grey
Sub Heading
HEINEKEN Core Extra Bold 12 / 12 pt
Colour HEINEKEN GreenSub 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

Corporate literature

Editorial literature

Publications

Use of colour

The use of Heineken Green is mandatory. It canbe complemented by up to two colours from thesecondary palette.
Corporate literature will by nature have a smaller
set of colours. In most case the primary colour
palette is sufficient. Editorial publications on theother hand will be more colourful.
This is a quick reference. For more detailed
information on colour see pages 12 to 16 of thismanual.

HEINEKEN Visual Identity Guidelines | Version 2.1

Guidelines | Publications 62

Web media
Our on-line presence is becoming
greater and more importantfor engaging our stakeholders.
We need to ensure consistent
application of our company visual
identity in the online space.
In these guidelines wehave 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 thelogo 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 thebanner 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 designof websites might differ per market. To allow
for maximum flexibility we have created somebasic 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 fornavigation buttons, with Heineken Green as yourstandard 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

HEINEKEN Core

Lucida Sans Unicode

To ensure a consistent company appearance,
always use the HEINEKEN typefaces. For on-line
applications, these are:
HEINEKEN Core
Our primary typeface family, to be used in headers
where possible, using tools like Font Squirrel,
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 forways of setting this type.

Typical paragraph styles:
B odycopy

Lucida Sans Unicode Regular 12 pt / auto leading - BlackS 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 paletteHeineken
Green

RGB

100%

R 0
G 130
B 0

Primary and secondary paletteHeineken
Corporate
Green

R 32
G 85
B 39

008200205527Heineken
Red

R 255
G 43
B 0

Heineken
Silver

R 195
G 195
B 195

Heineken
Grey

R 153
G 153
B 153

c3c3c3999999afafafc2c2c2cfcfcfe7e7e760%

66b46679997dff806630%

b2d9b2

bcccbeffbfb2

ededede0e0e0Heineken
Ultraviolet

Secondary paletteHeinekenLight Green

Heineken
Golden Yellow

Heineken
OrangeHeineken
Aqua Blue

R 122
G 184
B 0

R 254
G 203
B 0

R 255
G 121
B 0

R 42
G 110
B 187

fecb00ff79002a6ebb60%

afd466fee066

ffaf667fa8d6bb7cbb

ffd7b2

bfd3eaddbdddHEINEKEN Visual Identity Guidelines | Version 2.1

ffefb2

Designated tints of these colours may be usedsparingly to add accent detail in layout designs
and charts & graphs. To ensure differentiation
between HEINEKEN company and Heineken
brand use white primarily as your base colour.
For this reason these primary colours should not
be overused as background colours.
Secondary palette
The secondary palette consists of a rangeof fresh colours specifically chosen to reflect
different aspects of HEINEKEN. To add variety
and maintain consistency use the designatedsecondary palette colours as accent colours
alongside the primary colours. Designated tintsof these colours may be used sparingly to add
accent detail in layout designs.

R 142
G 37
B 141

7ab800d7eab2

Primary paletteColours from the primary palette are usedthroughout the site. The use of Heineken Greenis mandatory. It can be complemented by up to
two colours from the secondary palette.

All web colours have specified values for RGB and
Hexadecimal reproduction.

100%

30%

R 175
G 175
B 175

ff2b00dbdbdbRGB

HeinekenLight Grey

8e258dGuidelines | 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 orwhite. 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

HEINEKEN Visual Identity Guidelines | Version 2.1

Minimum size | lightgrey

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_Logo_FC
HNV_Logo_2spotC
HNV_Logo_2spotU
HNV_LogoGradient_FC
HNV_Logo_Black
HNV_Logo_Rev

HNV_FLOW & BANNERS
Print_cmyk
also in Web_rgb
HNV_Flow_Banner_Blue_cmyk.tif
HNV_Flow_Banner_green_cmyk.tif
HNV_Flow_Banner_Red_cmyk.tif

Files for printing
Envelopes
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
Envelope Report 260 x 370 mm

HNV_LOGOS_ENDORSEMENT
HNV_LogoEndors_GreyFC
also in spotcolour version
HNV_LogoEndors_LightGreyFC
also in spotcolour version
HNV_LogoEndors_Black
HNV_LogoEndors_Rev
HNV_LOGOSHOLDINGSHAPE
HNV_LogoHoldingshapeLeft_FC
HNV_LogoHoldingshapeRight_FC
HEINEKEN Typefaces
HEINEKEN CoreHEINEKEN Curve

Print_cmyk Landscapealso in Web_rgb
HNV_Flow_green_Land_1-1_cmyk.tif
HNV_Flow_green_Land_2-3_cmyk.tif
HNV_Flow_green_Land_1-3_cmyk.tif
HNV_Flow_Blue_Land_1-1_cmyk.tif
HNV_Flow_Blue_Land_2-3_cmyk.tif
HNV_Flow_Blue_Land_1-3_cmyk.tif
HNV_Flow_Red_Land_1-1_cmyk.tif
HNV_Flow_Red_Land_2-3_cmyk.tif
HNV_Flow_Red_Land_1-3_cmyk.tif
Print_cmyk Portrait
also in Web_rgb
HNV_Flow_green_Port_1-1_cmyk.tif
HNV_Flow_green_Port_2-3_cmyk.tif
HNV_Flow_green_Port_1-3_cmyk.tif
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

Files for printing
LetterLetterhead A4
Letterhead US Letter
Letterhead Amice
Files for printing
Various
Businesscard (template file)
StickerSheet A4 4x
StickerSheet A4 6x
WithCompliments card

HNV_SERIFBOXESHNV_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