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 a Company Visual Identity increases efficiency and reduces costs.A Company Visual Identity for HeinekenInternationalisation 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 IdentityThe 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 IdentityThe 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 itemsStar-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 IdentityThe 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. Horizon Print -overview-positioning elements-horizontality and perspective 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 OverviewNearly 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. AmbienceThe 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 spiritPioneering 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 obtainthe Heineken typeface family.Colours Print -overview-main palette-extended palette OverviewConsistent colour use in basic elements, text and image is essential to obtain the right effect for the corporate identity. A main palette, an extended palette and tools for manipulating 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 paletteThe 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 -salutation -signing -spelling -text alignment -titlesFor more information, please contact the Concern Secretariatin Amsterdam. AbbreviationsAbbreviations are to be avoided as much as possible in both internal and external correspondence. The usual abbreviations in English are: Mr., Mrs., Messrs., Miss or Ms. e.g., etc., Jr., a.m./p.m., re and P.S. (usual abbreviations in Dutch include a.s., d.d., t.a.v., e.d., enz., jl., NB and P.S.). In addition, most titles are 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. AddressingExternal: 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 the department 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 AmountsIn 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 1.250,00Official 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. AppendicesMentioning 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 listsIf 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 timeAll 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. EnclosuresMentioning 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 22Cell phone numbers: (06) 66 66 66 66. Telephone number complete with international dialling code: +31 (0) 20 523 93 93. SalutationIf 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). SigningSigning is always done by means of the signing person's signature, followed by the signer's name. Stating the sender's function is only required if it is not already mentioned on the stationery. In certain formal letters, the name of the company concerned should be mentioned as well. SpellingFor texts in English, British spelling is used; the spelling checker in Word can be adjusted for this. For Dutch texts, preferred spelling as contained in 'De Woordenlijst van de Nederlandse Taal', (Dutch Word List) also 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. TitlesIn 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. Correspondence Print 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 matterPrinted 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 -Layout -Typography -Differentiation -Examples -Production guidelines Lettering on buildings, and the signposting in and around buildings are an eye-catching representation of the Heineken organisation's corporate identity. 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 InteriorBecause 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.comBesides 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.comThis section of IdentityWeb provides an overview of building lettering and signposting. Not all the 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 Presentations Print 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. In brief:• The slides form the basis for your spoken presentation.• The slides contain the most important facts only, you should communicate the rest verbally. • All text used in slides must be brief, distinct, and be formulated point by point. Use the following text elements to build p a well-organised slide: HeadingsGive each slide a heading which is appropriate to the slide’s subject matter.A good heading is brief and to the point, try to keep headings to a single line only. Text and bullets used on slidesAlways keep the amount of text on a slide to the absolute minimum.The purpose of a slide is to enhance your verbal presentation by displaying the key words. Using a lot of text only makes it difficult to read. Limit your text to a maximum of 10 lines for each slide. Enumeration is a good way to set out the subjects you deal with in your presentation. Restrict the number of bullet levels to one per slide. CaptionsWhen using captions to explain a photo or illustration, use as few words as possible. However, try to avoid using captions by selecting photographs and illustrations that are self-explanatory. QuotationsAll quotations used in your presentation should be in italics and placed inside quotation marks. Company PresentationChoose the Company Presentation if you plan to make a presentation about the Heineken [...]... combined with an existing form? - Does the form have a name, and is this name as short as possible? - Is all the information requested or communicated relevant? - Do the questions or information have a logical order? - Does the form have a clear layout and is it user-friendly? - Have the explanations been reduced to a minimum? - Is the spelling contemporary and correct? - Which permissible format is the most... to the Tools part of this section Web Print General information Forms Print Our corporate identity is a visual impression of the character of our organiziation By means of forms, colours, typography and company logo's, this character is translated into a corporate identity, which is consistent and recognizable to anyone in contact with us The corporate identity connects the Heineken brand to the numerous...organisation and all general subjects who are not specificly dealing with one of the Brands Use the logo of the company Font type: Arial Brand Presentation Choose the Brand presentation if you plan to make a presentation about one of our brands Use the logo of the prefered brand Font type: Arial There is a special Heineken PowerPoint Tool (HPT) available For more information regarding the HPT, please... standardising formats and paper Download -Corporate Identity and Forms (pdf) Form development The best way to create a form is to divide the job into stages A list of the various stages that have to be followed in their logical order, is displayed below The experts who contribute to the development of a form are also mentioned The person who considers the form to be necessary is called the instigator... Corporate Identity does not simply denote a change in outward appearance, it also has practical objectives such as enhancing customer-friendliness, increasing efficiency and reducing costs By devoting attention to the language and style of the forms, they can be made more accessible and thus more customer-friendly In addition, the information in the forms can be processed more easily and costs can be saved... forms can be created in Word and printed out by computer Forms that are sent to an address are called correspondence forms.Some forms are filled in by hand, some by computer A combination of the two is also possible Tools Print The Company Visual Identity is easy to use Computer programs have been developed that will give you the beste possible assistance Heineken Correspondence Tool (HCT) A special Correspondence... Correspondence Tool has been developed for the entire Heineken company The HCT consists of templates in MS Word With these all correspondence can be produced in our Company Visual Identity style Heineken Presentation Tool (HPT) A special PowerPoint Presentation Tool has been developed for the Heineken company This tool enables you to make business presentations quickly and easily in our Company Visual Identity... PDF format or click here to download the file Signs Print Extended palette An extended palette is available for broader (screen) applications Compared with the basic palette, this colour palette comprises a number of heavier shades Each typeface is available with normal figures and Old Style figures (OSF) Typeface family Print Photography Print ... for all your presentations including the brand presentations for Heineken and Amstel You can download a presentation of both tools right here.(File EXE, 3.2 Mb) Also you can download the documentation about this tool (File PDF, 0.9 Mb) Click thumbnail to view Many Logo's have been created for Heineken You can download the logo's in different formatting available formats: GIF - normal picture of a logo... if a more efficient means of communicating or obtaining information has been devised in the meantime - External forms are always printed in 'Heineken green' - Internal forms with a representative character are also printed in 'Heineken green' - Other internal forms are printed in black In the case of a small circulation, photocopying may be chosen instead of offset printing Some very simple internal . 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,. What is a Company Visual Identity ?A Company Visual Identity represents the identity of an organisation. The company s culture, its image in society.