What is a Company Visual Identity?

What is a Company Visual Identity? A Company Visual Identity represents the clothing, frontages and company vehicles. Why have a Company Visual Identity?

What is a Company Visual Identity?

A Company Visual Identity represents the identity of an organisation The company’s culture, its image in society In short, the style of the organisation A Company Visual Identity is visible primarily in the design of the letterhead, business cards, forms, the inscriptions on work clothing, frontages and company vehicles

Why have a Company Visual Identity?

A Company Visual Identity gives an organisation its own look It make s a company

recognisable, to the outside world and also to its own employees Moreover, consistent use of aCompany Visual Identity increases efficiency and reduces costs

A Company Visual Identity for Heineken

Internationalisation and globalisation demand a clear picture of our organisation It is in order

to increase the familiarity of Heineken, reinforce our image and emphasise our unity.The Company Visual Identity clearly shows what we have in common, but it also respects our differences The purpose of the Company Visual is to show the typical charachter of our organisation You could describe that character as the Heineken identity

› Company versus Brand Print

Visual Company Identity versus Visual Brand Identity

The name Heineken has two different meanings The Heineken company and the Heineken

brand In the early days the two were almost one, the Heineken family founded a brewing company that brewed a great beer Everything carried the name Heineken

Nowadays the Heineken company is much more than the Heineken brand only, it brews and markets over 200 beer brands

Still the Heineken brand is the most important brand for the company: world’s no 1 premium beer

It is important not to mix up company and brand The brand is a most valuable marketing tool

to target consumers and sell our Heineken beer The company is an organization, people, develops new businesses, has financial stakeholders and brews and markets many, also local, brands

Visually brand and company are related, it all comes from the same roots But there is a clear

difference and should always be aware to apply the appropriate visual identity:

Visual Brand Identity

The green bottle with racetrack label is the origin of the brand’s visual identity

The two brand logos are the Authenticity logo and the Star-Heineken logo

Authenticity logo has been specially developed to communicate and reinforce the brand’s brewing quality, heritage and authenticity Its primary application area is direct beer related items

Star-Heineken logo has been specially developed to communicate and reinforce the modernity and vitality of the brand It may be applied in communication, sponsorships, merchandise and packaging Star-Heineken on a Heineken green background is preferred above on a white background, it reflects the character of the brand better

The visual relationship between all elements is fixed E.g Star-Heineken may never be used

without the star and the star may never be used in isolation!

Visual Company Identity

The recognizable Heineken typeface and color green form the basis of the Visual Company Identity It is similar to the brand’s typeface and color The company identity always carries an extension of the Heineken name (e.g International, N.V., Italy) and the yellow line to connect and position the logo

In the company identity a (red) star is never used and the preferred background color is white This enhances the difference with the brand and gives the company a clear professional

characteristic

Text, image, and other elements can be positioned in various ways in relation to the horizon

horizontality and perspective

Applying the horizon enhances communication and creates consistency by placing all other elements into

a unified and forward-looking perspective

Obviously, you cannot combine all the forms of expression described in this section into one single image.They should be used as guidelines for briefing photographers, as a source of inspiration or for the

evaluation and selection of image material

Ambience

The Heineken organisation's key values are an essential starting point for image manipulation and

photography The following pages explain how each of these values can be applied to photographic work

Pioneering spirit

Pioneering spirit can be emphasized in photography by using strong perspectives, an unusual horizon, an unusual point of view or motion

The Heineken typeface family was developed exclusively for Heineken on the basis of the Heineken brand logo It consists, in varying weights, of a sans serif typeface and a typeface with serifs

The Heineken typefaces are exclusive property of Heineken Brouwerijen BV Application is restricted to print or screen

communication (e.g newsletters, magazines) for Heineken purposes only Contact

identitysupport@heineken.com to obtain

the Heineken typeface family

photographic images have been put together using three basic colours

Forming the basis for the colour palette are the principle Heineken green (PMS 356), a warm yellow (PMS 130) and red (PMS 485) for accentuating contrast The coated versions of these PMS colours are the reference colours for both coated and uncoated applications The most important colours have been established from the total colour palette of hues and shades.See also:

RGB and websafe colours

Main palette

The main palette below consists of the three basic colours and the intermediate bright colours

This palette will be adequate for most applications and is integrated in your presentation tool.

The coated versions of these PMS colours are the reference colours for

both coated and uncoated applications

Writing style › Tips for writing in English Print

Univocal use of language and spelling contributes to therecognizablity and consistency of our corporate identity

Click on the language subject for more information:

-abbreviations

-addressing

-amounts

-appendices

-copies, distribution and mailing lists

-date and time

-e-mail addresses

-enclosures

-functional and departmental indications

-phone and fax numbers

abbreviated Also, the usual abbreviations for measures, weights, financial terms etc may be used The term 'operating company' is abbreviated OpCo; plural OpCos (in Dutch - Dutch plural Opco's) If abbreviations of projects etc are used, then always mention the full name first, followed by the abbreviation in brackets, which may be used in the remaining part of the text, for example, Personal Draught System (PDS) (also see functional and departmental indications) Company locations may also be abbreviated.

Addressing

External: the use of titles is not compulsory If titles are used, then also use the formal style of writing For internal correspondence it is not necessary to mention titles In the address, first mention the company and thedepartment and

then the person

Use formal initials for both internal and external correspondence as much as possible (also see copies,

distribution and mailing lists), and write prefixes in full For example: Mr A van der Fles

Amounts

In correspondence and memos, amounts are preceded by the currency indication, followed by a space In English, thousands are separated by a comma; main and decimal sums by a decimal point

For example: EUR 1,250.00

In Dutch, thousands are separated by a dot, main and decimals sums by a comma If there are no decimals, the comma is followed by double zero

For example EUR 1.250,00

Official abbreviations or signs are used in texts, such as EUR, $, etc The dollar ($) sign is preceded by an addition, for example, US$ if the American dollar is concerned

Mentioning of enclosures or appendices is required both in internal and external correspondence Enclosures

or appendices are mentioned after the signature or at the end of a memo If there is only one appendix or enclosure, the subject is mentioned; in case of multiple enclosures or appendices, mention the number

Copies, distribution and mailing lists

If a number of persons are addressed internally, the prefix Messrs may be used followed by their last names

In Dutch HH (for 'de heren') may be used For external correspondence, names are shown with initials as much as possible.Persons receiving copies should, basically, always be mentioned In case of correspondence

to third parties, it may not always be necessary to mention the names of these persons If a certain memo, letter, clipping etc is forwarded to multiple

persons, then state the names of the recipients on the copy concerned

Date and time

All documents (including enclosures or appendices) should be dated The date is always written in full.For example: 25 July 2000 (Dutch: 25 juli 2000)

In formal correspondence, the date is preceded by the name of the place of dispatch.Times are represented in Dutch according to the 24-hour system, with hours and minutes separated by a dot So: 9.00 uur, 13.30 uur

In English, the 24-hour system is not used Hours in the morning are indicated by a.m and hours in the afternoon or evening by p.m

For example: 9 a.m and 1.30 p.m

E-mail addresses

Heineken e-mail addresses are fully written in lower-case letters

Enclosures

Mentioning of enclosures or appendices is required both in internal and external correspondence Enclosures

or appendices are mentioned after the signature or at the end of a memo If there is only one appendix or enclosure, the subject is mentioned; in case of multiple enclosures or appendices, mention the number

Functional and departmental indications

Functional and departmental indications start with a capital

For example:

Mrs A Persoon,

Manager Research & Development

Department names are written in full the first time and, if desired, may be abbreviated in the remaining part

of the text

See also:

Abbreviations

Phone and fax numbers

The dialling code is shown in brackets, followed by a space and the subscriber number It is customary either

to show

the subscriber number in one group of three digits followed by two groups of two digits or in three groups of two digits,

with a space inserted between the groups

For example:

(020) 523 92 39

(0292) 11 33 22

Cell phone numbers: (06) 66 66 66 66

Telephone number complete with international

dialling code: +31 (0) 20 523 93 93

Salutation

If the name is known, mention it in the salutation in external correspondence If the name is unknown, then use either 'Dear

Madam' (Geachte mevrouw), 'Dear Sir' (Geachte heer) or 'Dear Sirs' (Mijne heren) Do not use the

abbreviation in Dutch such as 'L.S.' Salutation is not required for internal memos (also see titles)

known as 'het groene boekje' (green book) is to be used Word - under Tools - includes a spelling checker which complies with the current rules.

Text alignment

Texts are aligned at the left margin Omit text alignment at the right margin.Do not indent the text at the start

of a new paragraph; insert one blank line between paragraphs To avoid messy texts, use underscores, italics and bold print in a logical manner

Titles

In Dutch, titles are inserted after the prefix 'de heer' or 'mevrouw' The abbreviated forms are used for this purpose,

fully written in small print and followed by a dot

For example: mevrouw drs A Persoon

For other titles, consult a dictionary (also see addressing) Foreign titles mostly follow the name

Print

This chapter sets out how each of the basic elements of design is applied in daily practice We show for instance the application of these elements in correspondence, forms, magazines and brochures, signboards, presentations and internet

A number of aids are available for corresponding in compliance with our corporate identity In addition to the printed matter on which your company name is pre-printed, available MS Word tools enable you to correspond quickly and easily In all templates,typography is standardized by a fixed font (Times New Roman), font size for your body text is

11 points with a line feed of 14 points.For corporate documents, appliance of other fonts is not allowed

Printed matter

Printed matter forms the basis of your correspondence This includes various paper styles, envelopes, address labels, a 'With compliments' card and business cards

On all of these, the name of your company and the most important information are preprinted The other information is printed on the paper by means of the template Click on the picture for more information.

Magazines & brochures Print

The printed media constitutes an important category in the expression of the Heineken organisation's corporate identity Derived from the basic elements, specific starting-points have been established for the printed media This concerns all magazines, folders and brochures issued by the Heineken organisation If these starting-points are applied consistently, a recognisable and uniform image can be guaranteed while allowing scope for flexible solutions and differentiation in accordance with the target group or available means Please note that use of the special developed Heineken typeface is obligatory for Heineken print media

This 'Printed Media' section examines the following aspects:

-Use of the company logo

-Formats and patterns

Lettering on buildings, and the signposting in and around buildings are an catching representation of the Heineken organisation's corporate identity

eye-The standardised system which is used both indoors and out is very flexible in use, easily expandable and is custom-made by Modulex for the Heineken organisation:

- Modulex Pacific Exterior

- Modulex Pacific Interior

Because Modulex is a worldwide operating company, this system can be delivered all over the world Contact Identity Support for information regarding Modules Pacific:

identitysupport@heineken.com

Besides the signposting in and around the building, lightboxes and the neon lights are

important carriers of the corporate identity In each building the format and application at each position must be carefully determined when placing these signs

Technical specifications are available for the neon designs These specifications clearly state how the loose relief letters should be applied: the exclusive use of the Heineken typeface with the correct spacing between letters and in the correct colour with the specific positioning of the character 'e'

For more detailed technical specifications please contact IdentitySupport:

identitysupport@heineken.com

This section of IdentityWeb provides an overview of building lettering and signposting Not allthe options available are displayed, as these are entirely dependent on the building and its environment, the situation and individual preferences Contact Identity Support for more information regarding the possibilities:

identitysupport@heineken.com

Your Powerpoint presentation should be seen as a visual aid that enhances your spoken presentation; it is not a story in itself A screen presentation makes use of key words to communicate the subjects of your talk: this is not only useful for our audience, it also acts as a prompt