Company Visual Identity GuidelinesSeptember 2011 | Version 2.12HEINEKEN Visual Identity Guidelines | Version 2.1ContentThe importance of visual identity 3DESIGN RESOURCES Logo Introduction 5Versions 6Exclusion area & minimum size 7Holding shape 8Endorsement 9Don’ts 10Colour Primary palette 12Secondary palette 13Hierarchy & usage principles 14Combining colours 15Don’ts 16Typography Typefaces overview 18Usage principles 19HEINEKEN Core 20HEINEKEN Curve 21Lucida Sans Unicode 22Don’ts 23Supporting elementsFlow background 25Flow background examples 26Serif boxes 27Graphs and charts 28Graphs and charts, continued 29Tables and charts 30Graphs and organograms 31Don’ts 32PhotographyCategories 34Cutout photography 35Choosing photography 36Don’ts 37GUIDELINES Stationery Overview 39Correspondence templates 40 Envelopes 41Business card 42Business card back 43 Powerpoint Overview 4:3 45Overview 16:9 46Don’ts 47SignageIntroduction 49Modular system 50Modular system, continued 51Examples 52Usage principles 53Endorsement 54Don’ts 55PublicationsSupporting elements 57Start with logo 58Logo 59Logo, continued 60Typography 61Use of colour 62Web mediaTop bar 64Navigation 65Typography 66Primary and secondary palette 67Endorsement 68Artwork overview 693HEINEKEN Visual Identity Guidelines | Version 2.1What is visual identity?Visual identity is the overall visual representation of an organisation projected internally and externally through collateral such as letterhead, brochures, newsletters, advertising, signage, buildings and reception areas. A logotype often forms an important part of a visual identity, but it is only a part. In fact an effective visual identity is achieved by the consistent use of particular visual elements to create distinction, such as usage of specific typefaces, colours, and supporting graphic elements.A professionally managed visual identity offers numerous benefits to the branded entity: it supports and projects institutional cohesion and efficiency; differentiates from other organisations; facilitates the building of a desired reputation; facilitates consistency in key areas of design and should be a source of unity and pride for those associated with the entity.Our company visual identityOur visual identity system has been specifically designed to represent our organisation. It is a reflection of our operations and our people, our values, our ambitions, and our personality.This document provides guidance for successful implementation and use of the visual identity to ensure consistent application across all aspects of our business.The following pages guide you through the core visual identity elements. They will assist you in designing and producing compelling communications with a degree of creative flexibility.The importance of visual identityHEINEKEN Visual Identity Guidelines | Version 2.1The Heineken ‘Spark’ is the name of the new company visual identity. It is an essential asset fo...
