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Content Heineken® logo guidelines Introduction3 Heineken®logos overviewHeineken®brand logo5Heineken®brand standard logo overview7Heineken®brand vertical logo overview8Heineken®brand logo exceptions9Heineken®brand logo overview exceptions10 Heineken®light logo21Heineken®light standard logo overview23Heineken®light vertical logo overview24Heineken®light logo overview exceptions25 Logo inspiration27Colours28Logoset navigation29 Heineken®original lager logo11Heineken®original lager logo overview12Heineken®original lager standard logo overview13 Contact information30 Heineken®0.0 logo14Heineken®0.0 legal restrictions16Heineken®0.0 standard logo overview17Heineken®0.0 vertical logo overview18Heineken®0.0 logo overview exceptions19 Introduction This guideline presents the next subtle step in the evolution of the Heineken®logos.It keeps the brand identity contemporary and progressive, makes Heineken’s mosticonic design elements even more powerful, and subtly dials up the authentic roots. The visual brand identity is rooted in history, and in the iconic green bottle with race-track label. Let’s first zoom in on green. Around 1900 Gerard Adriaan Heineken wanted his premium quality beer to stand out from all the usual brownbeer bottles. To express the clear, bright, fresh and natural character of his lager beer, he choose for a greenbottle. Green became the iconic brand colour of Heineken®. And in this design evolution we use green even inthe banner, which used to be black. Secondly the red star. The star is a medieval brewers symbol. 4 points represent the natural ingredients: malted barley, water,hops and Heineken’s unique A-Yeast. The 5th was the unknown magic of brewing. Today we don’t rely on magicanymore; we replaced it by craftsmanship. And we still keep the star as our core symbol. In the new logo- andlabel designs the star became again a bit more prominent. Showing the Heineken® quality symbol with morepride and confidence. And thirdly, we fine-tuned a lot of details: for example the drawing style of the hops, the outlines around thebanner, the text EST. 1873 left and right of the star to show the birth-year of the brand, etc. The logos are of course derived from, and consistent with, the race-track label on our bottle and can.See the separate packaging design guidelines for more label details. It is of utmost importance that the Heineken® brand is always represented by the correct logos. It is one ofthe most valuable assets of our company, and world-famous, anchored in millions, or even billions, consumerminds. Always adhere to these guidelines, and in case of doubt, contact the Global Heineken® brand designteam in Amsterdam. NOTE: Never use logo elements in isolation. For example: never use a smiling ‘e’ in isolation, never use the red starin isolation, never use other coloured stars in isolation. It weakens our trade mark protection significantly. Heineken®logos overview Heineken®has in principle 4 logos: Brand logo, Original lager beer product logo,0.0 product logo and Light product logo.The basis of these 4 logos is identical: Heineken®word mark with the red star proudlycentered above it, and green as brand identifying colour, except for 0.0.The difference is in the elements around it, which are specific for its usage. The Heineken® brand logo is the default choice. It provides the most iconic, powerful and universal Heineken®brand recognition. It’s used to express the Heineken® brand and everything it stands for. It’s simple, powerful,draws attention and stands-out from the clutter. The Heineken® original lager beer logo should be used on items and messages directly related to the beer itself.This logo expresses authenticity, craftsmanship and has a beery look & feel. It’s used for example on glasses,packaging, and to endorse the ‘Stories behind Heineken®’. The Heineken® 0.0 logo is specifically for items and communication directly related to Heineken® 0.0 lager beer.The logo clearly reads 0.0 and emphasizes the main colour for Heineken® 0.0: blue. The Heineken® Light logo is specifically for items and communication directly related toHeineken® Light lager beer.The logo clearly reads LIGHT and emphasizes the main colour for Heineken® Light: white. Each of the 4 logos has its own varieties as needed for specific applications. There are vertical versions, artworksfor different background colours, black and white or small replication. See further in the guideline for details. NOTE: Never use logo elements in isolation. For example: never use a smiling e in isolation, never use the red starin isolation, never use other coloured stars in isolation. It weakens our trade mark protection significantly. Heineken®brand logo · Iconic red star with white outline.· Red points are subtly rounded.· White outline has uniquely shaped points.· EST. 1873 refers to the year the brand was born in Amsterdam. · White Heineken® word mark in the characteristic typeface withsmiling e’s, plus registe