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 a
Company 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


Overview
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.

-overview
-ambience
-pioneering spirit
-quality
-enjoyment
-respect
-don'ts
-intrinsic themes

Overview
Nearly all publications and media make use of photography. Image selection and image manipulation are
important factors in how the public identifies with the Heineken organisation. This section of IdentityWeb
offers ideas for expressing the Heineken organisation's identity through the intelligent use of photography.
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.



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 the
recognizablity and consistency of our corporate identity.
Click on the language subject for more information:
-abbreviations
-addressing
-amounts
-appendices

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