heineken - identidad visual corporativa

H e i n e k e n V i s u a l B r a n d I d e n t i t yBui ld ing the Heineken Brand

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Chapter Page

introduction 8

the Heineken brand identifiers 13

* the Heineken emblem identifier 14

* the Heineken authenticity logo identifier 18

* the star-Heineken identifier 22

* the Heineken star-H-badge identifier 26

* the Heineken green identifier & colours 30

the “Heineken, meet you there” brand signature 34

the Heineken typefaces 38

the Heineken photography 42

colour swatches (reference colours) 44

CD with digital artwork 59

Corporate Brands Design Management

Heineken International, P.O. Box 28, 1000 AA Amsterdam, The Netherlands.

Phone: +31 (0)20 523 92 39

Oktober Visual Communication

Heineken image database services regarding all packaging print material worldwide.

For ordering high quality print files or films please contact:

[email protected], Wibautstraat 122, 1091 GP Amsterdam,

The Netherlands. Phone: +31 (0)20 462 60 60

Issued: Amsterdam, June 2005

‘Heineken’ is a registered trademark of Heineken Brouwerijen B.V., Amsterdam, The Netherlands

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We have come a long way from being a small, local Amsterdam brewer. Over more

then a century Heineken has established itself, not only as a noble pilsner, but also

as a highly prestigious brand. The brand, established in 1873, combines the

distinctive elements of the red star, the Heineken name and hop leaves along with

our well-established Heineken green and racetrack label.

Of utmost importance to the creation and impact of Heineken is the proper

implementation of its visual brand identity; one that reflects the premium quality of

the world’s most international beer brand. This book will help you implement

Heineken’s visual identity properly and gives clear directions on the use of the

different representations of the brand.

Our ultimate goal is to maintain and strengthen our number one position of being

the most valuable international beer brand in the world. For this the Heineken brand

identity plays a crucial role.

As you will see there are a number of new rules and additional elements that have

been added to our core identity elements as well as additional guidelines for

photography. These are:

* amendments to the rule for star-Heineken use

* star-H-badge (to be used only in Star markets with complicit consumers)

* "Heineken, meet you there", our new global brand signature centred around

Heineken’s point of view:

"Life is more enjoyable for those who go beyond who and what they know."

* "Heineken, meet you there" font, a new font to support the global brand signature

* a silver colour that matches and supports the silver in our label

* photography guidelines

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Adherence to these guidelines enable us to consistently develop our investments in

the brand, convey the brand meaning clearly and consequently improve our

articulation of the Heineken brand identity.

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Mandatory

Mandatorysign-off

Possible asadditionalbranding

Possible asadditionalbranding

No

No

No

Mandatoryeither as sign-off

or primarybranding

No

No

Only possible ifused as

‘illustrative visual’ (e.g. Big Label)

No

No

Mandatory

No

Only possibleon-premise

No

No

Defaultchoice

Only in star marketswith written

Corporate Brandsapproval

No

Possible eitheras sign-off or

primarybranding

Possible eitheras primary or

additionalbranding

Possible eitheras primary or

additionalbranding

Possible eitheras sign-off or

primarybranding

BEER RELATED NON-BEERRELATED

STANDARD PACKS(NON-DRAUGHT)

DRAUGHT PACKSAND ‘SPECIAL

PACKS’

SECONDARY /TERTIARY PACKS

OTHER BEERRELATED ITEMS

NON-BEERRELATED ITEMS

PRIMARY PACKS

EMBLEMThe on-premise product and brandidentifierOnly on-premise beer items e.g. coaster, sign, tap, tray

AUTHENTICITY LOGOThe brewer’s quality endorsement1. As sign-off on beer related items2. As primary branding on beer related items

STAR-HEINEKENThe contemporary brand identifier1. As additional branding on beer

related items to stress modernity2. As primary branding on any item

(except standard packs)

STAR-H-BADGEThe minimal brand symbolOnly for complicit consumers in star markets

HEINEKEN GREENThe brand primary colour signal.A fundamental part of every visualexpression of the brand

RACETRACK LABELThe anchor product and brand identifier. Only on standard primary non-draught packs

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V i s u a l b ra n d i d e n t i t y a p p l i c a t i o n o v e r v i e w

Only possible ifused as

‘illustrative visual’ (e.g. Fleetmarking)

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Heineken green

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The Heineken visual brand identity is based on the elements found in the most

recognizable identifier of the brand: the bottle label. The distinctive and impactful

graphics have been cherished carefully over many years and the brand identity is

highly regarded all over the world. The trademarks represent the most valuable

asset of the Heineken Company. As such they deserve to be protected and treated

with the greatest care.

The Heineken visual brand identity plays a crucial role in our continuous

enhancement of the Heineken brand. The artwork and rules throughout this manual

will help avoid costly reprints of materials necessitated by incorrect or non-

approved reproduction of the Heineken brand identifiers. While excellence in the

brand representation, both in colour and graphics, will ultimately lead to a higher

contribution to the bottom line of the company.

t h e H e i n e k e n b r a n d i d e n t i f i e r s

If you have any questions or if you need additional information

please contact Corporate Brands.

The Heineken brand identifiers:

* the Heineken racetrack label (not described in this guide because

it may only be applied on primary standard packs)

* the Heineken emblem identifier

* the Heineken authenticity logo identifier

* the star-Heineken identifier

* the Heineken star-H-badge identifier

* the Heineken green identifier & colours

The following pages outline the role of each identifier in the brand’s communications

and provide guidance for their correct use.

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e m b l e m i d e n t i f i e r

The emblem is the closest identifier to the Heineken racetrack label. It signals and

supports the brand’s quality, authenticity and heritage. The emblem is, as the name

suggests, a (round) adaptation of the Heineken label. Just as on the label on the

bottle it includes:

* the red star

* the Heineken bar

* an adapted green racetrack and many other typographic and

graphic elements of the Heineken label

Using the emblem

The visual relationship between each element in the emblem is fixed. This identifier

must not be re-proportioned, redrawn or modified in any way. In order to maintain

maximum impact, the immediate area around the authenticity logo must be kept

relatively clear- it must be easily seen.

Application

The emblem’s communication role is its use as the on-premise product and brand

identifier. It may be applied only on on-premise beer items such as the

beermat/coaster, illuminated outdoor sign, tap handles and tray.

* All files are available at Corporate Brands, supplied on the accompanying CD, and available on the Heineken Brand Portal.

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on a white background

The visual relationship between each element comprising the

emblem is fixed. This identifier must not be redrawn,

reproportioned or modified in any way.

on coloured backgrounds

When the emblem appears on any coloured background, a

white border of a certain width will surround the emblem as

shown here.

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DO NOT use without enough

space around the emblem.

DO NOT use any other colours for the

logo than shown in this guide.

DO NOT deform in any way. DO NOT move certain elements of

the logo around.

a r t w o r k

Standard emblem for

applications larger than 80 mm.

REFERENCE NUMBER: E.D.1

Standard emblem for use at

max. 80 mm or on rough surfaces.


Bold emblem for applications on rough

or difficult to print surfaces, or for reproduction

up to a maximum of 100 mm.


Black and white emblem for

use at max. 50 mm. (for example

print or embossing and engraving)


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* On all official artworks the minimal white-spaces around the logos have been used. Never minimize this area!

The purple line represents the minimal "white space" and functions as the cutting line.

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a u t h e n t i c i t y l o g o i d e n t i f i e r

The authenticity logo has been specially developed to communicate and reinforce

the brand’s brewing quality, heritage and authenticity. This authenticity logo is

comprised of three familiar Heineken brand elements:

* the red star

* the Heineken bar

* the flowering hop design

This authenticity logo can be used to signal or identify the brand in two ways:

* as a sign-off device on beer related items

* as a primary visual image on beer related items

The authenticity logo plays a predominant role throughout brand communication.

Application

The authenticity logo may be used as a sign-off device or as primary branding

on beer related items.

Using the authenticity logo

The visual relationship between each element in the authenticity logo (the red star,

the Heineken bar and the flowering hop design) is fixed. This identifier must not be

re-proportioned, redrawn or modified in any way without the approval of

Corporate Brands. In order to maintain maximum impact, the immediate area

around the authenticity logo must be kept relatively clear: it must be easily seen.


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on a white to mid-tone background

The visual relationship between each element comprising the

authenticity logo is fixed. This identifier may not be redrawn,

re-proportioned or modified in any way.

* The purple line represents the minimal "white space".

on a Heineken green background

When the authenticity logo appears on a Heineken green

background, the star and flowering hop design are surrounded

by a white border and the words ‘Trade Mark’ are reversed out

in white.

on a mid-tone to dark background

If a mid-tone to dark background or image is used, the star and

flowering hop design are surrounded by a white border and the

words ‘Trade Mark’ are reversed out in white.

The hopleaves are to be filled with Heineken green.

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Standard Heineken authenticity

logo, for positive reproduction.

For applications larger than

55 mm.

REFERENCE NUMBER: A.D.1


logo, for reversed-out repro-

duction. For applications larger

than 55 mm.



logo on midtone to dark

backgrounds. For applications

larger than 55 mm.


Bold Heineken authenticity logo,

for positive reproduction. For

use on rough or difficult to print

surfaces or for applications

smaller than 55 mm.


Mono-colour Heineken

authenticity logo, for positive

and for reversed-out repro-

duction. For applications larger

than 55 mm. REFERENCE

NUMBER: A.D.7 and A.D.9

Bold mono-colour Heineken

authenticity logo, for positive

and for reversed-out repro-

duction. For use on rough or

difficult to print surfaces or

for applications smaller than

55 mm. REFERENCE NUMBER:

A.D.8 and A.D.10

Bold Heineken authenticity

logo, for reversed-out repro-

duction. For use on rough or

difficult to print surfaces

or for applications smaller

than 55 mm.



logo on midtone to dark

backgrounds. For applications

smaller than 55 mm.


DO NOT use without enoughspace around the emblem.

DO NOT use any othercolours for the logo than

shown in this guide.

DO NOT use certain elements ofthe logo in isolation without writtenpermission from corporate brands.

DO NOT move certainelements of the logo

around.

DO NOT use an unclearbackground in the direct

area of the logo.

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* On all official artworks the minimal white-spaces around the logos must be used. Never minimize this area!

FOR LARGE USE FOR SMALL USE

A.D.7

A.D.9

A.D.8

A.D.10

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Star-Heineken has been specially developed to communicate and reinforce

the modernity and vitality of the brand and may be applied in packaging,

sponsorship, non-beer related items etc. Star-Heineken is comprised of two

familiar brand elements:

* the red star

* the Heineken logotype

Using star-Heineken

The visual relationship between the two elements in star-Heineken (the red

star and the Heineken logotype) is fixed. This identifier must not be re-

proportioned, redrawn or modified in any way without the (written)

permission of Corporate Brands. For vertical use Corporate Brands

recommends the star on the bottom so that Heineken can be read upwards.

Exceptions where it is best to have the star be seen on top (crowded

conference areas, or in places where the star will be obscured)

star-Heineken may be applied to be read downwards (star on top); this

application however is not the preferred choice and should only be used

when necessary.

Application

Star-Heineken may be used as a sign-off device in almost all means of

communication and as primary branding on all non-beer related items.

For items close to the beer it may be used in combination with the

authenticity logo.

The red star

The red star will not be used in isolation as the symbol or the

representation of the Heineken brand.

A different use of the red star is subject to Corporate Brands (written) approval.


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on a white background

The unique star-Heineken may be positioned either horizontally

or vertically (read upward recommended).


on a Heineken green or dark background

The unique star-Heineken can only be used in a reversed-out

form on Heineken green and darker "neutral" colours. The white

outline around the star makes it come out more. It may be

positioned either horizontally or vertically (upward).

in mono-colour

In such cases where the star has to be the same colour as the

wordmark (for example, etched in glass), a mono-colour

application of star-Heineken is permitted.

For vertical use star-Heineken is preferably used

on a Heineken green background in an upward fashion.

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vertical use of star-Heineken

horizontal use of the basic star-Heineken

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Standard star-Heineken, for reversed-out

reproduction. For applications larger than 55 mm.

REFERENCE NUMBER: H.L.S.2

Standard star-Heineken, for positive



Bold star-Heineken, for positive reproduction.

For use on rough or difficult to print surfaces or for

applications smaller than 55 mm.


Mono-colour star-Heineken, for positive and reversed-out


REFERENCE NUMBER: H.L.S.5 and H.L.S.7

aBold mono-colour star-Heineken, for positive and reversed-out repro-

duction. For use on rough or difficult to print surfaces or for applications

smaller than 55 mm. REFERENCE NUMBER: H.L.S.6 and H.L.S.8

Bold star-Heineken, for reversed-out reproduction.

For use on rough or difficult to print surfaces or for

applications smaller than 55 mm.


The logotype should always have enough contrast with the background. Some do’s and don’ts are shown here.BR

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FOR LARGE USE FOR SMALL USE

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s t a r - H - b a d g e i d e n t i f i e r

Star-H-badge has been specially developed to communicate and

reinforce the brand in a sophisticated, complicit manner on non-beer

related items. Star-H-badge is comprised of two familiar brand

elements:

* the red star

* the Heineken logotype ‘H’

Main target group for this logo is the complicit consumer in a star

market. The non-beer products with star-H-badge are ‘touched by

Heineken’.

The world of star-H-badge does not press. It does not shout.

It whispers making people aware of it in a subtle, understated way.

Using star-H-badge

The visual relationship between the two elements in star-H-badge (the

red star and the Heineken logotype) is fixed. All usage has to be

approved by Corporate Brands in writing. This identifier must not be

re-proportioned, redrawn or modified in any way without the (written)

permission of Corporate Brands.

* All files are available at Corporate Brands.

A v a i l a b l e f o r s t a r m a r k e t s o n l y .

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Advice: Balancing Subtlety with Complicit consumers

* All usage has to be approved by Corporate Brands in writing.

* The star-H logo is selective and may only be used in

moderation when star-Heineken is no longer appropriate.

* Corporate Brands reserves the right to review, approve or

request changes to the proposed materials prior to final

artwork and production.

* May only be used with "testing" and "complicit" consumers in

exclusive premium channels in Star markets. Overusing star-H

in "complicit" activities will make it more mainstream and

therefore uninteresting for everyone.

* As premium branding on premium non-beer articles and

visibility items approved by Corporate Brands.

* Must always be placed complete with the Heineken green

racetrack shaped background.

H must be in white, star must be Heineken red.

* In moderation and only below the line, not on our product or

on our packaging.

u s i n g s t a r - H - b a d g e :

* The purple line represents the minimal "white space"

and functions as the cutting line.

T h e s e l o g o ’s a r e a v a i l a b l e o n r e q u e s t a t H e i n e k e n C o r p o r a t e B r a n d s

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DO NOT rotate the logo. DO NOT change the

colours of the logo.

DO NOT scale elements

of the logo within the badge.

DO NOT change the shape

of the logo.

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* On all official artworks the minimal white-spaces around the logos have been used. Never minimize this area!

Bold star-H-badge, for positive reproduction.

For applications smaller than 18 mm.

REFERENCE NUMBER: S.H.B.5

Bold star-H-badge, for positive reproduction.

For applications smaller than 18 mm.


Semi bold star-H-badge, for positive reproduction.

For applications between 18 mm and 65 mm.


Semi bold star-H-badge, for reversed-out reproduction.

For applications between 18 mm and 65 mm.


Standard star-H-badge, for positive reproduction.

For applications larger than 65 mm.


Standard star-H-badge, for reversed-out reproduction.



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g r e e n i d e n t i f i e r & c o l o u r s

Heineken green

An objective of Heineken is to reinforce green's association with the

brand and to ascertain it as the brand's primary colour signal.

The Heineken green is unique.

In order to sustain this claim, Heineken green should be a fundamental

part of every visual expression of the brand.

Because the Heineken green is unique it is difficult to describe in

standard colour terms. The colour on this page is a representation of

Heineken green and although we recognize that some Pantone colours

come close to Heineken green they do not translate the same on

different materials (metal, fabric, paper etc.) and is therefore not

permitted to use as the standard reference on final products. You may

use it as a starting point only.

Other greens may appear in communication in well-established

markets however they may never replace or eclipse the Heineken

green used globally nor have a greater presence than Heineken green

in the market.

In the back of this book you can find Nominal Colour Swatches that must

be used when determining the right ink mixes for your final colours.

Heineken grey

Heineken silver

Heineken green

The Heineken green is unique. Additional codes for commercial print

and for screen (TV/computer) use are specified at the right side. Use

the Nominal Colour Swatches when determining the right ink mixes for

your final colours.

Heineken red

Heineken red is also unique. Use Heineken Nominal Colour Samples

when determining the right ink mixes for your final colours

Heineken grey

Heineken grey is also unique. Use Heineken Nominal Colour Samples

when determining the right ink mixes for your final colours.

Heineken silver

Silver is a difficult colour to measure because it reflects it's

environment. Use Heineken Nominal Colour Samples when determining

the right ink mixes for your final colours.

u s i n g t h e H e i n e k e n c o l o u r s

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Heineken green

Heineken red

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Heineken green is always the colour code to use.

Possible alternatives:

RGB: R0 - G161 - B0

CMYK: C100 - M0 - Y100 - K24

Pantone: PMS none

Others: FLINT 6002

Heineken red is always the colour code to use.


RGB: R255 - G43 - B0

CMYK: C0 - M100 - Y100 - K0

Pantone: PMS none

Others: FLINT 3003

Heineken grey is always the colour code to use.


RGB: R153 - G153 - B153

CMYK: C0 - M0 - Y0 - K50

Pantone: PMS 430

Others: None

Heineken silver is always the colour code to use.


RGB: R133 - G124 - B122

CMYK: C0 - M0 - Y0 - K30

Pantone: PMS 877

Others: None

* New Heineken Nominal Colour Samples can be obtained from Corporate Brands Design Management.

c o l o u r s p e c i f i c a t i o n s

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m e e t y o u t h e r e " b r a n d s i g n a t u r e

The "Heineken, meet you there" brand signature

"Heineken, meet you there" is our new global brand signature. It has

been developed in order to speak out that Heineken connects people to

more enjoyable and inspiring (beer) experiences and will help us convey

a consistent message around the world.

"Heineken, meet you there" is an open invitation to our reference

consumer who wants to be connected to what is happening, but does

not want to be told what to do. It invites people to be curious and

imaginative. It invites them to go beyond who and what they know and

demonstrates our ability as a brand to understand what our consumers

want.


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u s i n g t h e " H e i n e k e n , m e e t y o u t h e r e " b r a n d s i g n a t u r e

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"Heineken, meet you there" brand signature works in a precise way. We

can only use "Heineken, meet you there" as one element, as supplied.

Do not translate "Heineken, meet you there" (keep it in English,

always). Experimentation with placement and size of the bold fixed

combination is encouraged - however keep it horizontal. Feel free to

use "Heineken, meet you there" as a sign-off for all brand

communications in your market. Be aware that the communication

should reflect our brand point of view found on the back cover of this

book. This is not to be used for packaging without prior written

approval from Corporate Brands.


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Standard M.Y.T. brand signature, for positive reproduction.


REFERENCE NUMBER: M.Y.T.1

Standard M.Y.T. brand signature, for reversed-out reproduction.



Bold M.Y.T. brand signature, for positive reproduction.

For use on rough or difficult to print surfaces

or for applications smaller than 55 mm.


Bold M.Y.T. brand signature, for reversed-out reproduction.

For use on rough or difficult to print surfaces

or for applications smaller than 55 mm.


DO NOT move certain elements ofthe logo arround.

DO NOT scale elements of the logo.

DO NOT change the message. DO NOT use any othercolours for the logo than shown

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the Heineken brand primary typefaces

The original and unique Heineken brand wordmark is exclusive to the

brand, worldwide. This typeface used in our wordmark, is propietary

and has been specially designed for Heineken. Due to legal restrictions

and to protect our trademark this typeface may not be used to form

headlines, slogans, titles nor be used on non promotional standard

packaging.

For these purposes we developed 3 typefaces:

* Heineken Serif typeface (same character and style as Heineken

wordmark but more classic)

* Heineken Sans typeface (same character and style as Heineken

wordmark but more open)

* "Heineken, meet you there" (MYT) typeface (same character as

Heineken wordmark but more contemporary and matches perfectly

with star-Heineken)

the Heineken brand secondary typefaces

In addition Futura is available internationally. The wide range of

different weight available within the typeface family allows for both

flexibility and continuity. The Futura has most of all been used for

packaging, labels and headings.

It is allowed to use other typefaces. Keep in mind that the more

typefaces you use, the less Heineken brand recognition will be

achieved (specially on the long term). So please be careful with using

different typography.

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Heineken Serif

Heineken Sans

“Heineken, meet you there” typeface

Futura

t h e H e i n e k e n t y p e f a c e s

Heineken Serif

The Heineken Serif has specially been developed for Heineken. It is the typeface

that is the closest to the wordmark typeface. It is very suitable for headings and

quotes. It may also be used for body copy, but keep in mind that the Heineken Serif

gives a classic impression. Therefore we should advise you to be very careful using

the typeface for this purpose. (provided on the accompanying cd)

Heineken Sans

The Heineken Sans is an adaption of the Heineken Serif. Created to give a modern

Heineken touch to the texts. It is an open, good readable typeface which is very

suitable for body copy. It is also applicable for headings and quotes.

(provided on the accompanying cd)

“Heineken, meet you there” typeface

The typeface used in “Heineken, meet you there” is also available as a full font for text

and body copy. It is a friendly, easy to read, universal typeface that is suitable for body

copy and headlines. As a brand signature “meet you there” has smiling e’s. For body

copy, however, alternative e’s are provided. The Heineken MYT fonts can be

downloaded from the Linotype website. Make sure that you purchase a properly

licensed copy.

Pdf examples of the font are available on the accompanying cd.

The download details are as follows:

http://www.linotype.com/2088-2088-2088-18161/downloadcorporatetypetypefaces.html

Login: Heineken Password: heineken@fonts

Futura

The Futura is a sans serif typeface. It can be used in the same manner as the Heineken

Sans. The two main differences are:

- the Futura is more common.

- the Futura gives less of a Heineken feeling

Until now the Futura has been used mainly in uppercase form on packaging.

(available from www.linotype.com)

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Heineken Serif

Heineken Sans

MYT

Futura

a b c d e f g h i j k l m n o p q r s tu v w x y z A B C D E F G H I J K LM N O P Q R S T U V W X Y Z 1 2 34 5 6 7 8 9 0 . , : : ‘ “ ! ? @ # $ % ^& * ( ) + = < > | \ /

a b c d e f g h i j k l m n o p q r s t uv w x y z A B C D E F G H I J K L M NO P Q R S T U V W X Y Z 1 2 3 4 5 6 78 9 0 . , : : ‘ “ ! ? @ # $ % ^ & * ( ) += < > | \ /

a b c d e f g h i j k l m n o p q r s t uv w x y z A B C D E F G H I J K L MN O P Q R S T U V W X Y Z 1 2 3 45 6 7 8 9 0 . , : : ‘ “ ! ?

a b c d e f g h i j k l m n o p q r s t uv w x y z A B C D E F G H I J K L MN O P Q R S T U V W X Y Z 1 2 3 45 6 7 8 9 0 . , : : ‘ “ ! ? @ # $ % ^& * ( ) + = < > | \ /

Heineken Serif regularHeineken Serif italicHeineken Serif boldHeineken Serif bold italic

Heineken Sans regularHeineken Sans italicHeineken Sans boldHeineken Sans bold italicHeineken Sans blackHeineken Sans black italic

MYT regularMYT bold

Futura BT normalnormal italicFutura BT boldFutura BT bold italicFutura BT Bold Condensed

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p h o t o g r a p h y g u i d e l i n e s

Photography selection

Choosing the right image for a piece of communication is very important.

Here are some essential guidelines to help you select an appropriate image

or brief a photographer.

Key points for photography:

* contrast

* interesting angles

* style

* movement

* depth

* discovery

An image may not provide all of the above.

However the above pointers should be used as a guide to help select the

image that has the right values. We should at least be able to account

for a minimum of three of these key points.

Heineken

We are not a brand who has sat on our barstool and looked quietly into our beer.

We have started conversations. We have danced with complete strangers. We have

found the ultimate deep-dish pizza in Chicago, the most beautiful movie theatre in

Warsaw and the most laid back Mahjong parlor in Beijing.

Heineken will be measured not only in the quality of the beer, but also in the quality

of the relationships it encourages each drinker to cultivate. There will always be a

fresh supply of beer and a steady supply of new drinkers. Introduce yourselves.

Never stop using Heineken to help friends enjoy themselves, and to make strangers

less strange. There are a lot of people on this planet, and never enough opportunities

to enjoy them.

Our curiosity and search for enjoyment has landed us in 180 countries, and explains

why we’ll be the first beer on Mars. This is why we sponsor concerts, support cultural

happenings, and promote social occasions of every stripe and scope. The more

worldly we become, the more we connect with those not content to sit on that

barstool and look quietly into that beer.

Life rewards people who go beyond who and what they know. New worlds open up. It’s

more fun. And it’s a worldly type of fun: The kind of fun that breaks out among people

who see their differences as grounds for a conversation or a party, not an argument or

a fight. Among people who know when to take life and themselves less seriously. Beer

by beer, wherever you find it, Heineken can make the world seem a little less alien, a

little friendlier. Everybody benefits.

We like to leave our own borders. Our drinkers like to leave theirs. Wherever that

journey takes them, they’ll find Heineken.

Cheers, World.

heineken - identidad visual corporativa

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