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Heineken’s new logo (and capitalization!)

Heineken, in addition to producing really cool commercials, has a new, sleek, modern corporate logo. Don’t worry—it’s not going to be on the beer labels yet.

Here’s the new logo being introduced next month:

New Heineken Logo

Here’s the old logo:

And here’s an example of how the old logo was applied in beer packaging:

A press release from Heineken says:

At the heart of the new company identity is a re-designed HEINEKEN name, appearing in capital letters, complemented by a red spark to represent the spirit and energy of the company’s more than 70,000 employees worldwide. The logo will appear on all corporate publications, printed materials, the corporate website (www.theHEINEKENcompany.com) and will be used in some capacity by the majority of its operating companies worldwide.

The visual identity and design of the iconic Heineken beer brand remains unchanged.

There’s also this:

From today the HEINEKEN company name will always use capital letters. This helps to distinguish the corporate name from the company’s iconic beer brand. It is also the way the company name was originally written when HEINEKEN was founded in 1864, reinforcing the strength of the company and reflecting its long history. The new identity pays respect to the Heineken brand and heritage, whilst at the same time creating a distinct new identity for the company.

You got that? It’s Heineken when talking about the beer, HEINEKEN when talking about the company. As if anybody’s going to do that.

Who created this logo?

VBAT Amsterdam

Who signed off on it?

Jean-François van Boxmeer, Chairman and CEO of HEINEKEN

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Related posts:

Heineken’s “The Date” commercial
Heiniken’s “The Entrance” commercial

— By Daryl Lang. Filed under Logos


  1. Bier says:

    Welke lul heeft dat logo verzonnen? Wat een ramp!

  2. Bill Feltman says:

    I have written twice to Heineken about an advertizing product they had over 50yrs. ago,and can’t get an answer from them.

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