edenspiekermann_
Heineken

A large international business that encompasses various brands requires a clear identity. Edenspiekermann was approached by Heineken to develop a new, international corporate identity to raise the visibility and recognition of the organisation behind the product brands on the one hand, and to improve efficiency and pricing structure on the other.

In close consultation with the organisation’s executive management, Edenspiekermann positioned the corporate brand as the “parent brand”. The Heineken corporate brand was given a clear visual connection to the beer brand. Heineken now presents itself unambiguously to the national and international markets.

Based on the new positioning, Edenspiekermann developed a corporate typeface, visual identity for the company’s various divisions, and an internal brand communication strategy.

The visual identity of the organisation is characterised by horizontal style elements and the corporate colours. We apply this house style to a range of corporate tools such as brochures, magazines, business cards, websites, presentation materials and signposting.

Introduction of the new visual identity is taking place in stages. We developed Identityweb, an important implementation aid, especially for this.

The visual identity was developed around 2000 and remains current and functional. Heineken is a leading international beer brand. You can see more of Edenspiekermann’s work at www.heinekeninternational.com and www.heinekenidentity.com .