Heineken gets a new look

It’s a bit like “spot the difference”. And be damned if you cannot. On 19 September 2011 Heineken announced the launch of a new global company visual identity that is supposed to reflect the “significant transformation of the Heineken business over the past decade.”

The re-designed HEINEKEN name, now in capital letters and complemented by a red spark, is to “represent the spirit and energy of the company’s more than 70,000 employees worldwide.”

Who would have thought?

The logo’s capital letters (previously they were in lower case) are to distinguish the company from its major brand. Ok, so there is a practical benefit to this costly switch from one logo to another.

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.

Thank goodness, the visual identity and design of the iconic Heineken beer brand remain unchanged.

"HEINEKEN has evolved significantly during the past ten 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," said HEINEKEN CEO Jean-François van Boxmeer.

Oh really? And all of that is reflected in capital letters?

The new visual identity will be rolled out internationally starting in October 2011.

Amsterdam-based branding and design agency VBAT developed the new visual identity for the company. Sure, they made a fortune with this flash of genius.