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Heineken rolls out new identity

Dutch brewer Heineken is to roll out a new global visual identity in an effort to reflect its “significant transformation” over the last decade.

The new identity includes a redesign of the Heineken name, which now appears in capital letters, alongside a red spark which has been designed to represent “the spirit and energy” of its 70,000 employees around the world.

The logo will appear across all corporate publications, printed materials, corporate website and the majority of Heineken operating companies around the world from October this year, however the design of the Heineken beer brand will remain unchanged in an attempt to differentiate more clearly between the brewer’s flagship product and its corporate identity.

Jean-François van Boxmeer, chairman of the executive board and CEO of Heineken, said: “Heineken has evolved significantly during the past 10 years. Today, our company has the most global footprint of any brewer, we have a portfolio of more than 250 beer and cider brands and we employ more than 70,000 people.

“The new identity differentiates the company from the Heineken brand. In doing so it better reflects who we are today and the company we aim to be tomorrow.”

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