Heineken International this week released a new logo and corporate identity that, according to the press release, “reflects the significant transformation of the heineken business over the past decade”.
The new logo has HEINEKEN in all caps, with a red “spark” (more like a cut-off star) “to represent the spirit and energy of the company’s more than 70,000 employees worldwide.”
The actual Heineken beer brand will remain unchanged. The purpose of this new identity system appears to be to differentiate the corporate name from the beer brand. According to Heineken, the name was in all caps when the company was founded in 1864. Heineken says going back to this style reinforces the strength of the company and reflects it’s long history. At the same time, Jean-François van Boxmeer, Chairman of the Executive Board and CEO says the new brand design “better reflects who we are today and the company we aim to be tomorrow”.
This identity system was developed by Amsterdam-based branding and design agency VBAT.
So? What do you think of the new Heineken logo? Do you like it?branding, design, logo, rebrand